This season at ByGeorge, we’re introducing a new lineup of designers whose work feels both intentional and wearable. Individually distinct, they come together through a shared focus on form, proportion, and pieces designed to last.
Aya Muse
Founded in Los Angeles, Aya Muse is rooted in a modern approach to femininity—one defined by clarity, restraint, and confidence. The brand is known for clean lines, fluid knits, and silhouettes that feel both sensual and effortless, often drawing subtle inspiration from ’90s minimalism.
Aya Muse designs with the body in mind, focusing on proportion and ease rather than excess. Each piece feels intentional and wearable, offering a refined balance between softness and strength. The result is a wardrobe that feels current yet enduring, designed to move seamlessly through everyday life.
Image from Aya Muse
Image from Aya Muse
Ossou
Ossou is a Paris-based brand recognized for its sculptural approach to modern dressing. Grounded in architectural design principles, the brand explores the interplay between structure and fluidity through thoughtful draping, clean seams, and intentional proportions.
With a focus on precision and form, Ossou creates pieces that feel powerful without being rigid. The collections are designed to transcend seasonality, offering garments that feel timeless, composed, and quietly expressive—clothing that holds its shape while allowing the wearer complete freedom of movement.
Image from Ossou
Image from Ossou
Sanderlak
Founded with a focus on craftsmanship and tailoring, Sanderlak brings a refined sensibility to everyday dressing. The brand emphasizes clean silhouettes and thoughtful construction, balancing sharp lines with an understated ease.
Sanderlak’s designs are rooted in longevity—pieces intended to be worn often and styled effortlessly. By prioritizing fabric, fit, and subtle detail, the brand creates a wardrobe that feels polished yet approachable, offering modern essentials that quietly elevate the everyday.
Image from Sanderlak
Image from Sanderlak
HommeGirls
HommeGirls was founded on the idea of reexamining classic menswear through a feminine point of view. Drawing inspiration from traditional shirting and tailoring, the brand reinterprets these staples with a modern sensibility—relaxed, confident, and intentionally pared back.
At its core, HommeGirls is about ease and self-assurance. The collections focus on timeless pieces designed to be styled intuitively, offering an alternative expression of femininity rooted in simplicity, strength, and individuality.
Image from HommeGirls
Image from HommeGirls
Hervé Léger
Established in Paris, Hervé Léger is synonymous with sculptural design and precision craftsmanship. The house rose to prominence for its signature bandage construction—an innovative technique that reshaped modern fashion and redefined body-conscious dressing.
Today, Hervé Léger continues to evolve while honoring its legacy. Architectural silhouettes and refined materials define the collection, offering statement pieces that feel confident, considered, and enduring. Each design celebrates form and structure with unmistakable clarity.
Image from Hervé Léger
Image from Hervé Léger
Jude the Label
Jude the Label is a Los Angeles–based footwear brand rooted in craftsmanship and restraint. Designed with a focus on proportion, material, and wearability, each style is made in small batches using premium leathers and traditional techniques.
The brand’s approach is understated by design—favoring timeless silhouettes over trend-driven statements. Jude shoes are meant to ground a look, offering a sense of ease and longevity that fits naturally into a modern wardrobe. Thoughtful, considered, and quietly confident, they’re pieces designed to be worn often and kept for years.
Image from Jude
Image from Jude
