Interview with Samantha Giraud

    New Theory Interviews Samatha Giraud

    How did You Get Started in Fashion early on in your career?

    Growing up in Asia, I have always had a love of fashion and taught myself the basics at a young age, so I started designing performance sportswear in 2003. Then to develop my skills, I attended École de la Chambre Syndicale de la Couture Parisienne in Paris.
    What has been your biggest inspiration to date?
    As someone who loves to travel, loves nature, and to be outdoors, I find inspiration everywhere whether it’s the architecture in Paris, the landscape of Barcelona, the history of Hong Kong, or the beaches of Bali. In fact, the designs that I showed during Paris Fashion Week were inspired by the economic revival of the Hong Kong textile industry in the years following World War II, and the simplicity and classicality of my parents’ generation of the 1950’s. 
    What specific tips do you give someone who is trying to grow their own fashion brand?
    The best piece of advice that I can give to anyone who is looking to launch and grow their own fashion brand is to pick their team slowly and strategically. On-boarding and training the right employees can help a company scale efficiently.  
    Look at each prospect’s experience and fit to ensure they can execute the work properly and they fit into the overall company culture. The wrong team member can cost your company a lot of time and resources. 
    What do you do to stay relevant in the fashion game?

    I like to research the latest and newest material and fabric to craft designs that our customers will love. It’s relatively time-consuming but the material and fabrics we use in all of our designs helps set us apart from the competition. 

    What is proudest accomplishment to date?

    Well, I have two: I am very proud of my two children, as well as the open dialog that I have with my team and stakeholders. During each stage of production, I’ve been able to develop strong relationships with internal stakeholders, teams, and international clients throughout the years. 

    What has been your biggest struggle and how did you work through it?
    As a mom of two children and an entrepreneur running an international company, finding work-life balance is very difficult. However, I’ve learned how to balance home with work and take time for myself when I need to recharge and reenergize. Self-care is critical to living a happy and healthy life. 

    What’s next for your line?
    We are in the process of developing our next collections and are looking to gain a foothold into the international e-commerce and brick-and-mortar retail spaces. We’re also working with a web design and development team to enhance the online footprints of the and websites. 

    What does your company look like in five years?
    The brand will be available in e-commerce and brick and mortar retailers throughout the world, as well as have full e-commerce capabilities to serve clients globally. 

    Samantha Giraud is the founder and creative director of global performance and sportswear brand, XAMAS and couture collection, She established her designing career in 2003 and expanded her fashion artistry while studying at the world-renowned school “École de la Chambre Syndicale de la Couture Parisienne” in Paris.

    Her fashion sense is influenced by her mother, bringing about her passion for creating chic, elegant, and high-quality apparel. From bright, vibrant colors, and exquisitely streamlined tailoring to ultra-feminine silhouettes and boldly unique yet wearable pieces, her signature style is exhibited with intricate hand beading, exceptional applique, fine embroidery, and rhinestones.

    Samantha is married, has two children, and splits her time between Hong Kong and Paris. For more information, please visit XAMAS for the sportswear collection and visit for the couture collection.


    • Tom La Vecchia

      Founder of New Theory & X Factor Media

      Founder and Publisher of New Theory Magazine and Podcast. Serial Entrepreneur who loves wine, cigars and anything that allows to people to connect and share experiences.

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