Meet Astra

Exploring the world of Astra unfolds a story of a lingerie brand that seamlessly blends sustainability with sophisticated design.

Born in Milan and expanding in Bali, Astra distinguishes itself through its commitment to high-quality, eco-friendly materials and its dedication to empowering elegance in women’s wear. The brand’s trajectory, shaped by founder Giorgia’s innovative spirit, highlights a journey of creativity, tradition, and a passion for crafting exquisite, meaningful garments.

I'd l love to learn more about you and the story of how Astra came to be. Was starting a brand always a dream of yours?

Nice to meet you! :) I’m Giorgia, the founder of Astra. Astra is a project that emerged at the end of the pandemic. Initially, I was working in my family's textile finishing business, an experience that, despite its challenges, deepened my passion for the intricacies of the industry. My time there taught me to appreciate what makes a fabric and product truly beautiful, beyond labels and marketing. Inspired to create something personal, I chose fabrics exclusively produced in Italy, emphasizing quality and tradition. While I initially considered creating clothing, I ultimately opted for underwear to convey a sense of freedom and empowerment. Facing skepticism, especially from my older, male colleagues, motivated me even more. I wanted to challenge perceptions and educate others about women's autonomy in showcasing their bodies. Although I always dreamt of having a brand, the lack of formal fashion education made me unsure. Fortunately, I found people to bring my fantasy and drawings to life.

I appreciate when women design for other women because it shows an understanding of our needs. Could you share your brand's philosophy, and how would you describe your aesthetic and target client?

Our brand philosophy is centered on creating underwear that is both tasteful and comfortable. Neither too plain nor overly sexy, we aim to design pieces that make women feel at ease and confidently sexy. Our clientele spans diverse demographics — from young women to mothers — as we strive to offer comfortable yet uniquely styled products. We aim to bridge the gap between comfort and aesthetics, providing a slightly different look that suits everyone.

We all know trends move extremely fast. Do you closely follow any when designing for Astra, or do you aim for a unique and timeless style? I'd love to know what some of your favorite trends are.

I don't feel the need to follow trends; that's more suited for larger brands. As an emerging brand, I focus on telling my story and expressing my personal viewpoint. While creating trendy products might be tempting, it risks making us indistinguishable from others. Personally, I find inspiration in the styles of the '80s and '90s, especially the everyday, effortless fashion of normal people, like my parents and their friends. The moment something becomes a trend, it loses its allure for me. I cherish when fashion is effortless and personal.

Your pieces are adorable, and I'm obsessed. Could you walk us through your creative process? What and who inspires you the most?

My creative process often starts with a necessity or the fabric itself. For instance, our sets like Maria + Rita, designed to be worn as both underwear and bikinis, arose from a need for versatility and sustainability. Using bio-based fabric derived from castor seeds, we aimed to create something breathable, soft, and light for all-day wear. Working with deadstock fabric is always an adventure; finding a fabric I like sparks ideas for the finished product. The recent collection of pajamas, suitable for both indoor and outdoor wear, was inspired by the unique deadstock fabric we found.

I actually stumbled across your pieces at Frip in Corso Ticinese; where else can we find you?

I'm glad you discovered us at Frip; they were among the first to believe in our brand. You can also find us at Pop Start in Mantua, Lovever in Turin, Wovo in Milan, and My Darling Lingerie in Turin. Internationally, our pieces are available at The Forumist in Stockholm and Gabrielle Peco in Tokyo. However, we're eager to expand and take our project even further.

Starting a brand can be quite a rollercoaster, especially in such a competitive industry and city. What would you say has been your most rewarding moment, and the one you've struggled with the most?

Having an emerging brand is not easy in many ways, especially because it's just me and my boyfriend. Being recognized by stores abroad, especially in Japan, has been incredibly exciting. This interview is also rewarding. To be honest, I wouldn't know how to choose; just existing, being seen, and appreciated for me is worth all the hard work and the bad moments. The most challenging aspects include effectively communicating the value behind our quality, research-driven underwear, often perceived as higher-priced. Additionally, societal attitudes toward showing underwear in public, even among peers, pose a unique challenge. Sometimes during markets, these interactions are almost comical, since people get embarrassed and turn away once they realize we sell panties.

Do you have any advice for young creatives or anyone looking to get into designing lingerie? Specifically, how do you balance business and creative vision?

My advice is to conduct thorough research on suppliers, maintain patience during production challenges, and persevere despite encountering companies unwilling to handle small quantities. It's a prevalent issue for emerging brands, and although it may feel daunting initially, solutions can be found with patience. Balancing business and creative vision is about staying true to your artistic inclinations while navigating the practicalities of production.

You've recently moved to Bali. Can you share your experience? Do you think it has changed Astra or influenced your creative process?

We decided to change our environment because Milan was starting to get a little tight for us, so we chose Bali somewhat by chance. It is definitely a very stimulating environment, especially in terms of their culture and traditions. We recently managed to find a family-run clothing company that we convinced to produce underwear because it wasn't really their focus. So now we're going to bring a little bit of Bali into our collection through the use of Batik printed fabrics, and we're going to focus on natural fabrics like cotton and linen. We've been here a little over a month, so at the moment everything is still new but, for sure, the thing that is teaching us the most is the slowness, the patience that are things that Milan had made us lose.

Social media plays a significant role in promoting fashion brands. How do you utilize it for Astra, and do you believe it has contributed to the brand's growth?

Leveraging social media is a bit of an effort for me personally, as it’s not my preferred medium. Collaborating with talented photographers has made it easier, as their work excites me to share our photos. While social media is indispensable for brand visibility, it comes with challenges. Platforms like Instagram sometimes restrict our posts, deeming them 'sexually explicit,' or shadowban our profile, which hinders discoverability. This frustrating situation reflects societal norms that accept violence but consider a female body in underwear inappropriate content.

Collaborations can be exciting and beneficial. Have you considered or engaged in any collaborations with other designers or brands? If not, is it something you'd be open to?

Collaborations were a key focus initially, aiming to build a community of individuals with personal projects and stories to tell. While we've learned a lot from collaborations, managing them, especially with individuals, is complex. We are open to future collaborations with other brands, finding it stimulating to combine visions and ideas from diverse backgrounds.