London’s East End hums with the clatter of sewing machines and the rustle of handwoven silk. In a light-filled studio tucked behind a cobbled street, Georgia Crossley leans over a pattern, her fingers tracing the contours of a kimono soon to be stitched from biodegradable fabrics spun in Italy and France.
This is the birthplace of GeeGee Collection, a brand that has reshaped luxury swimwear by fusing traditional British tailoring, global inspiration, and a fierce dedication to sustainability.
Georgia, who cut her teeth at Alexander McQueen and Jenny Packham, launched her own label at the end of 2019. Reflecting on her journey, she says, “I had never dreamt of owning my own fashion label until about two years ago. After I finished my studies, I started interning as a womenswear designer, first at Alexander McQueen and then at Jenny Packham, before deciding to create my own label at the end of 2019.”
The move was bold, especially during the upheaval of the COVID-19 pandemic, but Georgia’s vision for a new kind of luxury was firm.
Riding the Wave of Sustainable Swimwear
Georgia’s journey was shaped by her nomadic childhood—Paris, Cyprus, Hong Kong, and London—and by her firsthand experience with the realities of mass production during a stint in China. Witnessing the impersonal, large-scale nature of the industry motivated her to create a brand that valued quality over quantity.
“Everything I design is handmade,” Georgia explains. “The fabrics are handwoven, bringing back traditional artisanship, as opposed to mass-produced fast fashion from the Far East.” This dedication to craftsmanship and sustainability is central to the GeeGee Collection.
The global luxury swimwear market was valued at approximately $2.1 billion in 2023 and is projected to reach $3.5 billion by 2032. Georgia saw an opportunity to carve out a niche that was both exclusive and responsible. In 2023, demand for sustainable and eco-friendly swimwear increased 35%, a trend that continues to accelerate as consumers seek alternatives to conventional fashion.
A Brand Built on Craft and Conscience
GeeGee Collection’s swimwear and kimonos are crafted from exclusive, hand-designed textiles—distinctive fabrics you won’t find at any other brand, using zero-waste production techniques that set a new standard for environmentally responsible luxury fashion. The fabrics are handwoven by artisans in Italy and France, then assembled in the UK and EU, ensuring each garment is unique and ethically produced. Georgia’s “wearable art” philosophy means that no two customers will ever own the same piece—an exclusivity that has resonated with a growing base of affluent, eco-conscious women.
The brand’s best-selling Zodiac set—comprising a kimono, shorts, and trousers—exemplifies this philosophy. Each item is made from fabrics not found elsewhere on the market, and every stitch is placed by hand. The result is a collection that stands out for its artistry and dedication to slow fashion.
Sustainability at the Core
Sustainability is not just a buzzword for GeeGee Collection. The brand is a member of 1% for the Planet, committing to donate the equivalent of 1% of gross sales to environmental nonprofits. Its production practices minimize waste and carbon footprint, with all development and manufacturing taking place in London and the EU.
Georgia’s non-seasonal philosophy means that new pieces are added throughout the year, rather than in large, wasteful collections, and only eco-friendly, biodegradable materials are used where possible.
This dedication is reflected in the broader market context. The global sustainable fashion market was valued at $12.46 billion in 2025 and is expected to reach $53.37 billion by 2032, growing at a compound annual growth rate of 23.1%.
The biodegradable fabrics market, in particular, is expanding rapidly, projected to grow from $4.5 billion in 2024 to $10.2 billion by 2034. Georgia’s insistence on using only the finest, most sustainable materials positions GeeGee Collection as a leader of this movement.
Standing Out in a Crowded Market
The luxury swimwear sector is fiercely competitive, with established brands like Isabel Marant and Hayley Menzies dominating the market. Yet Georgia has managed to differentiate GeeGee Collection through its unique blend of artistry, exclusivity, and environmental responsibility.
While the global luxury swimwear market is expected to grow at a CAGR of 5–6% over the next decade, GeeGee Collection’s focus on custom, handcrafted pieces has allowed it to capture a loyal following among discerning consumers seeking something truly distinctive.
Georgia’s brand has also benefited from the rise of direct-to-consumer sales and the growing influence of social media. Online retail channels saw a 40% year-over-year growth in luxury swimwear sales in 2023, and GeeGee Collection’s Instagram following has surpassed 10,000—no small feat for an independent label that has grown organically, without paid advertising.
The Hustle Behind the Hype
Building a luxury brand from scratch is no easy feat. Georgia recalls the early days as a whirlwind of sourcing fabrics, finding the right pattern makers, and learning the intricacies of running a business. “Getting it started and off the ground is the most difficult part,” she admits. “There are so many things you don’t think about until you start a business yourself.”
Despite these hurdles, Georgia has achieved notable milestones: over 1,000 sales, more than 100 clients, and features in top-tier fashion publications such as Glamour, Elle, L’Officiel, and Vogue. Her brand’s success is proof of authenticity and the growing appetite for sustainable luxury.
Manifesting Growth One Collection at a Time
Going forward, Georgia is focused on expanding GeeGee Collection’s presence in the US market and continuing to innovate in sustainable luxury. The brand is set to introduce new lines, including knitwear and home decor, while maintaining its dedication to artisanal craftsmanship and environmental responsibility.
Georgia’s vision for the future is clear: “I would love to have a larger collection, expand my business into knitwear, and be known more on a global scale. I am a strong believer in manifesting your own reality, and for that, I think you need to work towards the bigger picture of what you want to see in your future.”
She also offers advice for aspiring designers: “Start small, even while working a full-time job. Save enough to create your first samples, and take the risk. I wish I had started sooner.” This pragmatic yet ambitious philosophy has been key to her success.
A New Standard for Luxury
In an industry often criticized for its environmental impact—fashion production accounts for up to 10% of humanity’s carbon emissions—GeeGee Collection represents a symbol of what is possible when creativity and conscience collide. Georgia’s work is not just about making beautiful clothes; it is about redefining the meaning of luxury for a new generation.
As the global market for sustainable luxury continues to expand, Georgia’s story offers a compelling case study in how independent designers can challenge industry norms and set new standards for quality, exclusivity, and environmental stewardship.
The Art of Slow Fashion
Central to the GeeGee Collection is a dedication to slow fashion. Georgia’s designs are not dictated by seasonal trends but by a desire to create timeless pieces that will be cherished for years to come. This philosophy has resonated with customers who value quality over quantity and are willing to invest in garments that tell a story.
The success of the GeeGee Collection reflects broader shifts in consumer behavior. In 2023, the demand for custom-fit and made-to-order luxury swimwear increased by 20%, and the market for resort wear and accessories that complement swimwear grew by 28%. Georgia’s ability to anticipate and respond to these trends has been key to her brand’s growth.
The Journey Continues with Purpose and Passion
Georgia Crossley’s journey is far from over. With plans to expand into new markets and product categories, she is ready to take GeeGee Collection to even greater heights. Her story is one of resilience, creativity, and a deep-seated belief in the ability of fashion to make a positive impact on the world.
As the sun sets over London’s East End, the studio’s hum fades, but the vision that drives GeeGee Collection remains as vibrant as ever. In a world where luxury and sustainability are increasingly intertwined, Georgia Crossley is proving that it is possible to create beauty without compromise—one handcrafted piece at a time.
