Gigue is a Belgian fashion brand with a decidedly feminine signature. The collections, known for colour, print and sophisticated details, include ready-to-wear, shoes and accessories. The looks exude spontaneous elegance, are superbly tailored and feel fabulous due to the high-quality fabrics. When designing the ever contemporary-chic collections, Gigue designer Audrey Wyckmans is inspired by her respect for a form of casual style, interior design, travel and art.

The looks exude spontaneous elegance and feel fabulous.

Each season is centered around 4 or 5 themes which can be easily combined. Gigue will not give in to radical style overhauls. The collections flow seamlessly into one another, nonetheless they are perfectly in tune with contemporary fashion trends.

Headquartered in Antwerp, Gigue now boasts a distribution network of brand stores, shop-in-shops and more than one hundred fifty multi brand stores, both in Belgium and abroad.

Gigue’s history dates to the beginning of the 1980s when founder Jo Wyckmans introduced the preppy look in Belgium with his ‘A Different Dialogue’ collection. In 1991 he founded Gigue and instantly put the label on the map, by earning the title ‘Designer of the Year’.

Around the year 2000 Gigue evolved with the arrival of designer Audrey, daughter of the founder, and her ultra-feminine collections. For about 25 years now, Gigue has remained true to its identity.

Gigue has always devoted considerable attention to its image. Since the label was founded, top photographers and up and coming international models have worked for Gigue, giving brand images and catalogues that extra special touch. The Gigue clothes and models are always portrayed in a very natural way without excessive make-up or glitter.

Jo Wyckmans, Gigue's founder, completed his studies at the Antwerp Fashion Academy in 1966. He introduced the preppy look to Belgium at the beginning of the 1980s with his 'A Different Dialogue' collection. In 1991 Jo went a step further and put the new label Gigue on the map, earning him the title of 'Designer of the Year'. Chic simplicity with a sporty twist and a faintly androgynous touch were inherent characteristics of his collections.

What is the preppy look that Jo brought to Belgium?

The term originates from the American 'Prep schools', private schools that prepare students for university. This culture, in which popularity and good looks are important aspects, can be found in the 'Official Preppy Handbook' by Lisa Birnbach and in films such as 'Sixteen Candles' and 'Pretty in Pink' by John Hughes. The most recognisable 'preppy' elements are chequered sweaters, cotton and canvas trousers, chequered patterns and boat shoes.

In around 2000 Gigue evolved with the arrival of his daughter Audrey. Audrey's collections are more feminine, include more prints and colour, but still remain true to the original Gigue DNA: no-risk style, exceptional tailoring, quality fabrics and pieces that can be combined throughout the seasons.

Gigue has always devoted considerable attention to its image. Since the label was founded in 1991 top photographers and up and coming international models have worked for Gigue, so the photographic materials and catalogues have always had that extra special touch. The clothes and the models are portrayed in a very natural way without excessive make-up or glitter.

The Gigue customer also has class, is self-assured and loves quality tailoring and natural fabrics. It is her natural and positive attitude that turns heads.Over the last years Gigue has achieved impressive growth at home and abroad. We are also committed to continuing this pattern in the future.

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A brief conversation with the woman behind the Gigue collections, Audrey Wyckmans.

Where do you start when putting a collection together?

Audrey: "Everything starts with the fabrics. I visit trade fairs and get a feel for them and look at the season’s colours. Gigue always uses natural fabrics. I absorb the prints and let the new looks and trends sink in. This creates the spark for all the themes and collections. Add to this the inspiration drawn from travelling, magazines and trend books. That is how the collections gradually take shape."

How do you incorporate the trends but still succeed in ensuring the pieces can be combined across the seasons?

Audrey: "Over the years Gigue has created an identity, a 'distinctive' image. The fact that everything can be combined each season is because we stay true to our look. It all boils down to the fact that even though we start each season from scratch it is such a subtle process that everything continues to flow together."

How do you decide on the themes?

Audrey: "Creating a collection is like solving a puzzle. It can sometimes be a little tricky in the beginning. But when you have decided on certain aspects such as the colours and the general looks the themes come together themselves. You just have to give it time."

How do you incorporate the trends but still succeed in ensuring the pieces can be combined across the seasons?

Audrey: "Over the years Gigue has created an identity, a 'distinctive' image. The fact that everything can be combined each season is because we stay true to our look. It all boils down to the fact that even though we start from scratch each season it is such a subtle process that everything continues to flow together."

What's the next step?

Audrey: "Once the collection is finished we look for a location that ties in with our themes where we will shoot the brand images. Any location can be suitable, but it is really important to have beautiful light. Also, what a site has to offer in terms of city, culture and beach plays a role in our decision. Locations we have used include Los Angeles, Nice, Marrakech, Miami, Palermo etc."

Who is your photographer?

Audrey: "We have worked with several top photographers over the past years such as Bob Krieger, Fabrizzio Gianni, Maarten Schets and Paul Bellaart. Recently we started a new cooperation with an upcoming Belgian photographer. As he co-determines our image, the photographer is indispensable to the brand and needs to ‘feel’ the Gigue philosophy inside out."

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May we also ask you some more personal questions?

Audrey: "Of course, fire away."

Which book are you reading at the moment?

Audrey: “'The monk who sold his Ferrari' by Robin Sharma. A compelling and inspiring book!"

What is your favourite hotel?

Audrey: "I am a real hotel freak! I have a long list of them. Some I have already visited and some I have yet to explore. The Four Seasons is always a treat. I recently stayed at the one in the Maldives. I would definitely recommend it."

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