Fashion People The Swimsuit That Launched a Thousand Knockoffs
Aug 22, 2025
Georgiana Huddart, owner and creative director of the iconic British swimwear brand Hunza G, shares her journey in reviving the label that was a sensation in the 1980s. She discusses the challenges of staying ahead of relentless knockoffs and the innovative use of proprietary crinkle fabric. The conversation touches on the significance of color in swimwear design, the nostalgic pull of vintage styles, and the brand's evolution in the age of social media. Georgiana also shares humorous anecdotes about parenting and unexpected market flops in the fashion world.
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Chance Vintage Find Sparked A Relaunch
- Georgiana found vintage crinkle Hunza pieces in a Berlin shop and bought a rail of them for about €100.
- She met founder Peter, got his blessing, and launched Hunza G from his office basement in 2014–2015.
Partnership Turned Into Ownership
- Georgiana met Peter Meadows in a café and pitched reviving the crinkle fabric; he lent support and workspace.
- She later bought his equity via a management buyout and now fully owns Hunza G with five minority investors.
An Instagram-First Product-Led Launch
- Relaunch used Instagram-first visual storytelling and five thoughtfully chosen styles to stand out.
- Organic celebrity and wholesale interest followed without paid influencers or PR because the product category was unique.