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Saint Sass: The Fashion Startup Revolutionising Lingerie and Lifestyle
In the bustling heart of Berlin, a fashion startup named Saint Sass is making waves in the industry. Founded in 2021 by Vivien Wysocki and Larissa Schmid, this innovative brand has quickly become a cult favourite, particularly among Gen Z consumers [1][2].
The duo behind Saint Sass, Wysocki and Schmid, have been recognised on the Forbes 30 Under 30 Europe list for their work in fashion and e-commerce [1][4]. Their brand started with a daring concept - bold statement tights - and has since evolved into a comprehensive lifestyle label.
The success of Saint Sass can be attributed to its unique blend of feminism and provocation, as evidenced by prints like "Future is female" and "God is a woman" [6]. This resonates deeply with the brand's target audience, helping it carve out a distinct niche in the competitive fashion market.
The startup has experienced rapid growth, securing investments to fuel international expansion, particularly in the US market, while maintaining strong roots in Europe. The company primarily operates online, with plans to expand its product range to include bras, slips, sleepwear, and swimwear [1][2].
Saint Sass has attracted the attention of high-profile figures in the entertainment industry. Paris Hilton expressed enthusiasm for the brand and wore Saint-Sass products in an advertisement [2]. US model Kendall Jenner and singer Katy Perry's stylists have also shown interest in the underwear label [7]. Madonna even shared photos of a Saint-Sass tight on Instagram, reaching 20 million followers [7].
The products are manufactured at Lake Garda and in Istanbul and cost around 35 euros per tight [8]. The brand's customer base is primarily in the USA [8]. Larissa Schmid, responsible for growth, advertising, and figures in the company, plans to move back to her home region after spending August working from home at the Starnberger See [5].
The journey of Saint Sass is a testament to the power of innovation, passion, and a strong vision. As the brand continues to grow, it promises to challenge norms and push boundaries in the world of fashion.
[1] Forbes 30 Under 30 Europe [2] Berliner Morgenpost [3] Startups.com [4] Forbes [5] Investor Network [6] Saint Sass Website [7] Glamour Magazine [8] Wirtschaftswoche
Saint Sass's success in the business world is not limited to fashion alone, as they have secured financing to expand into new markets and product lines, such as bras, slips, sleepwear, and swimwear.
The brand's unique lifestyle approach, combining feminism and provocation, has attracted the attention of influential figures in the entertainment industry, including Paris Hilton, Kendall Jenner, and Katy Perry, helping to elevate its profile in the lifestyle sector.
