Gigue X Ray

The interview

This season, we're joining forces with Belgian skincare brand Ray. Gigue and Ray have quite a few shard values. As Belgian brands, we're both committed to quality and sustainability in our own worlds.

Fashion and beauty for women, by women. Both labels are led by extraordinary women who are both enterprising and inspiring. Ray's products are developed by founder Hilde Nys, and each Gigue collection is drawn by designer Audrey Wyckmans and her design team. We brought the women together at the Gigue boutique in Ghent for an inspiring double interview.

You're both the creative force behind your labels. How did the journey begin for you and what did that path look like?

Audrey: "Gigue was founded in 1991 by my father, Jo Wyckmans. He offered me an internship at Gigue and I took the chance. He was a strict teacher, but a good one. He taught me discipline and respect for quality. We worked together for years and built a strong relationship through it. He brought the masculine influence, while my style is more feminine. When I was ready to follow my own path, I took Gigue into the next phase."

Hilde: "I've had a pharmacy in Ghent for more than 20 years, that's where it all started. I always sought out products for my customers that wouldn't cause irritation or allergies or have hormone-disrupting effects. When I couldn't find a brand that met all my criteria, I worked with my son to found the Ray brand 5 years ago, to create products that met all of our requirements."

How do you approach developing new collections or products?

Hilde: "I start with the specific questions my pharmacy customers have. For example, if there's a demand for an anti-ageing day cream, I look for the most effective ingredients that won't cause allergies. After testing and customer feedback, I adjust the product until it's perfect."

Audrey: "Every season we relaunch our search for inspiration. The process is like putting a puzzle together. We'll often start with fabric shows and trend books, but inspiration can also come from a good book, a film, or people on the street. We use mood boards to select colours and fabrics and make sure everything fits together like the perfect puzzle."

What does sustainability mean to you?

Audrey: "Sustainability is important for both Gigue and the Duror Fashion Group. We see Gigue as slow fashion – we use more expensive materials and do a lot of quality control to create collections that are cherished and not seen as disposable fashion. As a styling team, we primarily use natural fabrics. Most of our fabrics come from Europe, and our suppliers are also putting in the effort to make their processes more sustainable.”

Hilde: "The sustainability of the products is an important consideration for Ray, as well. But actually for us it's also just a given that personal care products should be made as sustainably as possible. We use natural ingredients and the most environmentally friendly production processes. A significant amount of our packaging is refillable and made from recycled materials.”

What were some memorable moments from your careers?

Hilde: "A memorable moment was when we first started Ray, when the first 200-kilogram shipment of ingredients arrived in our small pharmacy. It was suddenly all very real. It was a challenge, but now we have warehouses and it's our everyday work. I make new memories every day by working with my team as a family."

Audrey: "For Gigue, a highlight was when we went to New York for a fashion show at the Plaza Hotel. It was amazing to have instant success in the US. Another special moment was our 25th anniversary, which we celebrated at The Jane. The realisation that we're still going strong after 25 years was a real success for me."

What is an unexpected inspiration for your work?

Hilde: "Inspiration sometimes comes from unexpected places, like a new ingredient. For example, for years I searched for the right oil for an anti-frizz spray. Eventually, I discovered another ingredient that worked perfectly, which led to a successful product."

Audrey: "Besides the usual sources of inspiration like fabric shows, in the past we've also worked with external stylists were inspired by character actresses or singers like Françoise Hardy. That was a totally different but fascinating approach."

What does personal success mean to you?

Audrey: "Personal success was celebrating our 25th anniversary. It was an affirmation that we've created something valuable that people can see themselves in. The fact that we're still appreciated is a big success for me."

Hilde: "For me, personal success is when I can make people happy with our products. The results with customers, like improved skin with acne, give them more self-confidence. That gives me satisfaction and a feeling of success."

What advice do you have for young entrepreneurs in the fashion and beauty sector?

Hilde: “Just do it, don't be afraid to start. My advice would be don't just create for yourself, make something that will make others happy, too.”

Audrey: “Don't be afraid to be yourself. Don't look at what others are doing, trust yourself and follow your gut feeling. There's room for everyone. If you believe in it yourself, it will definitely work out. People who buy your product will feel that authenticity in it.”