Case Study: Gaemini

Mette Sommer

Tell us about your brand and what drove you to set it up?

GAEMINI is a Berlin-based shapewear brand inspired by the Nordics and women diversity.

In Summer 2019, I had some friends visiting and we discussed how today’s shapewear lacks solutions for modern, young consumers, who are having new standards in terms of sustainability and design - standards, which I believe are related to the Nordic approach. Being from Copenhagen myself, I know how we value simplicity and quality in both everyday life and fashion. So why not wear your favourite basics for more purposes than just one?

GAEMINI is therefore all about developing this area of the fashion industry, introducing pieces that signal confidence and self-assurance by not only being wearable under everyday clothes but in itself as well, can be worn as a part of an outfit.  

What was your background prior to launching in the fashion industry?

I'm currently studying a master's degree in communication at Copenhagen Business School. I’ve always been interested in fashion and sustainability topics and have prior the founding of GAEMINI done internships and student jobs within this field. 

What was your starting point and where has your experience with Xandra Jane Design taken you?

I had a lot of ideas about what I wanted. However, with my communication background, the design process is something I’ve never been a part of before. Working together with Xandra Jane Design has taken me to the next step of the progress by getting my tech packs etc. done.

How did you find the process working together?

Working together with Alexandra has been a great experience. She was, throughout the whole process, very friendly and easy to get in touch with whenever I had questions etc. I found her approach very professional and transparent, and I appreciate that throughout the project, I always knew exactly where we were in the process.  

Do you feel confident in your gained experience and knowledge to repeat the process either together or independently in the future?

I do.

Which Xandra Jane Design service helped the most and why?

The creating of the tech pack helped me a lot since this was my main pain point. However, I also found the general business advice and tips very helpful. 

What plans do you have for the future of your brand?

GAEMINI will be launching the 22nd Of May.

In the future, I would like the brand to include more styles and items than only shapewear. However, since we haven’t launched yet, I believe the first year will be all about having a successful launch and hopefully add a few new designs by the end of the year.