Building a business
What is the philosophy behind Beautiful Struggles and how have you built the business over time?
If you wear my clothes you should feel comfortable and self-confident. I pursue a style which is cool and elegant by mixing different fabrics and colours. In the end, the wearer should feel dressed up but still comfortable.
Recently the fashion label has started to attract wider attention, as seen in its debut at the Paris fashion show this Autumn. As with many opportunities in life, this came by chance after spending some time with a friend from Paris St. Germain in Paris' Le Marais district. The brand was picked up by a gallerist there who organised to showcase our Spring/Summer 2022 collection at the Paris fashion show.
Source: TenDaysinParis (from the Paris Fashion Show fall 2021)
"Until now we’ve mostly sold online, but you can't rely solely on the online channel for fashion."
What are the next steps for Beautiful Struggles?
Beautiful Struggles is now sold in department stores in Berlin and Antwerp. Expect to also see it soon in the UK and France, where we are in discussions with a few prestigious department stores.
A mid-term goal for my label is to enter the US. It's important to have a presence in Los Angeles – particularly Hollywood – because people copy the trends that are set there. However, it's best not to plan too far ahead. Until now we’ve mostly sold online, but you can't rely solely on the online channel for fashion.
People still want to see and feel before they buy, particularly at the luxury end of the market. Luckily, we don't have large marketing expenses because the brand uses a strong network of athletes and artists who endorse the brand and who advertise it via social media.
What kind of feedback have you received from the world of football and what is your fashion advice?
I've received a lot of positive feedback from colleagues and friends who have been early adopters of Beautiful Struggles. They particularly appreciate my ability to spot trends early and my experience in combining styles from London, Paris and New York. Moreover, many people can relate to my story and therefore the story behind the brand.
My advice to footballers out there is remember not to fall into the trap of the ready-made stylist, instead believe in your own judgment. You can follow fashion by wearing all the best brands, but you can't buy style. Having style is about being authentic in how you put things together – it doesn't have to be expensive.
Source: "LifeAfterFootball"