Each jeans have their perfect counterpart, as the ‘Meet Garcia’s Celia Sisters’ campaign shows. With a fresh interpretation from Denim, it builds on the best -selling fit of the Dutch label and presents new silhouettes that match a variety of body types and style. Fashionunited spoke to Judith Megens, Head of Divisions, and Leonie Bekker, buyer at Garcia, about the development of the campaign and the latest SS25 trends.
Building a denim erb
When Megens came to Garcia in 1994, the company only concentrated on Denim and built on only four jeans models. Over the years, it expanded into the areas of men’s, women’s and teenage fashion and put together a product development team with more than 50 specialists: inside. In accordance with this growth, Denim is still a central part of the brand identity.
“The fabric and the fit are the basis for everything we do. We attach great importance to the cutting process and test each size individually. Whether it is a 26-inch? Garcia positions itself as an affordable alternative to premium denim brands, but offers the same precision and quality as the high-end market.
Birth of the ‘Celia Sisters’
The proven ‘Celia’ passion has long offered the perfect balance between waist height and comfort and is therefore a popular model for a variety of body types. “We have so much feedback from customers: inside and dealers: Inside, who told us that ‘Celia’ fits everyone. Whether dainty, tall, big, curvy or straight, the women kept coming back to this style. We noticed that we have something special, ”says Megens.
Instead of relying on a single bestseller model, Garcia decided to expand the ‘Celia’ passport on a wider range of silhouettes, each of which meets different fashion preferences. “We introduced the ‘Celia Sisters’ with models in different shapes and sizes to reflect real women. The aim of the campaign is to give every lady the opportunity to feel confident in their jeans, ”said Bekker. The result is a collection that maintains the core characteristics of the original style and at the same time includes narrow, straight, straight, wide and ultra -wide fit.
SS25 trends: wide legs, decorations and fabric mixtures
One of the biggest surprises by the ‘Celia Sisters’ collection was the success of the ‘Celia Wide’. “When the impact trousers celebrated their comeback, our customers were not quite ready inside,” explains Megens. “But this season the demand rose to a bump. In addition to timeless core cuts, there is a clear need for statement pieces. ”
In addition to wide silhouettes, barrel-leg jeans also become more important. Rinse was also unexpectedly popular, which reflects a shift towards a clean, darker denim aesthetics. Another emerging trend is denim with rivets, rhinestones or contrasting stitching, which is very popular with Garcia’s audience. Suitable denim sets, consisting of coordinated jackets and pants, also prove to be successful-consumers: inside take over the denim-on denim style.
In order to keep up with the changing customers: Interior preferences, Garcia also develops new fabric mixtures, including denim with a linen content and light options for summer. The innovations are in harmony with the aim of the brand to offer both trendy and versatile denim styles that remain affordable for a wide audience.
Denim Deal and Product Pass
While Garcia stays up to date with the developing trends, sustainability is still the focus of product development. “We are proud participants of the denim deal, which means that most of our jeans contain at least 20 percent post-consumer recycling cotton. We also value environmentally friendly washing techniques and pursue the environmental impact of our denim finishing processes, ”says Bekker.
From 2025 every Garcia jeans will be with the Digital product pass be provided with the announcement: offers full transparency on procurement and manufacture on the inside. In addition, the label has implemented 3D design technology to reduce waste and minimize model production, which leads to more efficient product development. Megens adds: “Sustainability is a long way and we make sure that we get progress with specific steps.”
The sisterhood continues
While Garcia has good sales figures in the Netherlands, Belgium and France, Germany is currently the largest market in the brand. Here the ‘Celia Sisters’ campaign with the passports ‘Celia Wide’ and ‘Celia Straight’ was particularly well received. “We have always been a denim-first brand and are excited to see where the industry is going. More than ever, customers are looking for versatility, quality and conscious design – all of this that Garcia stands for. With ‘Celia Sisters’ we don’t just deliver jeans, we tell a story about fit, self -confidence and empowerment, ”concludes Megens.