The evolution of Clarid Géss, also known as CG BRAND, is a testament to the power of vision, passion, and adaptability in the luxury fashion industry. What began as a small, niche brand with a singular focus on sustainability and timeless elegance has grown into a global luxury fashion label that embodies a perfect blend of sophistication, innovation, and social responsibility. This evolution reflects the ever-changing landscape of fashion, consumer expectations, and the brand’s steadfast commitment to its core values.
When Clarid Géss was founded in 2009, its identity was rooted in a singular, yet ambitious, vision: to create luxury fashion that is both beautiful and sustainable. Clarid, the brand’s founder, had a profound understanding of the market's growing desire for eco-friendly, ethically produced garments but also recognized the need for luxury designs that did not compromise on style or quality.
From the outset, CG BRAND set out to challenge the norm in luxury fashion by merging high-end craftsmanship with sustainability and ethica
Sustainability: Every piece produced by Clarid Géss was made from eco-friendly materials such as organic cotton, recycled polyester, and ethically sourced leather. Sustainability wasn’t just a buzzword—it was embedded in the brand’s DNA.
Timeless Luxury: The designs were simple, elegant, and timeless—pieces that could be worn year after year, transcending fleeting trends.
Ethical Craftsmanship: Clarid ensured that all workers involved in the production process were treated fairly, paid well, and worked in safe conditions. This reinforced the brand’s commitment to ethical production.
During these early years, Clarid Géss’s collections were relatively small, focused on the essentials—clothing and handba
As Clarid Géss gained recognition in the fashion world, it became clear that the brand’s appeal was not limited to a niche, eco-conscious audience. More consumers were beginning to demand more from the brands they supported—specifically, they wanted brands that stood for something greater than just profits.
To capture this larger audience while staying true to its core principles, Clarid Géss underwent its first major rebranding in 2015. The rebrand was aimed at expanding the brand’s appeal without losing the essence of what made it unique. This included a fresh logo design, a new brand aesthetic, and a more defined focus on inclusivity.
Logo and Visual Identity: The original CG BRAND logo was simple and sleek, but as the brand grew, it became necessary to update its visual identity to reflect its expanding reach. The logo was refined to emphasize elegance and sophistication while still retaining its minimalist charm. The new logo communicated a sense of modern luxury, aligning the brand with the likes of high-end fashion houses while staying true to its eco-friendly roots.
Expanded Product Line: The rebrand coincided with the launch of new product lines, including footwear, accessorie
Inclusivity and Diversity: As the fashion industry began to embrace greater inclusivity, Clarid Géss made a conscious effort to ensure its designs were accessible to everyone. The brand embraced unisex fashion, creating clothing and accessories that could be worn by people of any gender. Inclusive marketing campaigns also showcased a range of models from diverse ethnicities, body types, and backgrounds, which helped position the brand as one that celebrated individuality.
Sustainability Focused Campaigns: As the demand for sustainable fashion grew, Clarid Géss made a more deliberate effort to highlight its environmental initiatives. Campaigns focused on the eco-friendly production processes, sustainable fabrics, and the importance of reducing fashion’s carbon footprint. This not only helped Clarid Géss stand out from other luxury brands but also appealed to the growing number of consumers who were becoming more environmentally conscious.
By 2018, Clarid Géss had successfully solidified its reputation as a luxury brand that prioritized sustainability
Digital Transformation: Understanding the importance of the digital landscape, Clarid Géss embraced e-commerce as a primary sales channel. The brand's website was revamped with sleek design, easy navigation, and a focus on providing an engaging, personalized shopping experience for its customers. By leveraging social mediaplatforms such as Instagram, Facebook, and Pinterest, Clarid Géss also expanded its reach, connecting with fashion-forward, eco-conscious consumers worldwide.
Sustainability Certifications and Partnerships: To further bolster its commitment to ethical and sustainable practices, Clarid Géss began to acquire certifications and build partnerships with sustainable fashion organizations. The brand received certifications from respected entities like Global Organic Textile Standard (GOTS), Fair Trade Certified, and B Corp. These certifications solidified the brand’s position as a leader in ethical luxury fashion.
Collaborations with Influencers: As influencers began to play a larger role in shaping consumer behavior, Clarid Géss capitalized on this trend by collaborating with eco-conscious influencers who shared the brand's values. These collaborations helped the brand gain visibility among younger, environmentally-minded consumers, fostering a sense of community and inclusivity.
Expanding Product Offerings: The brand continued to innovate by introducing new categories, including activewear, loungewe
Sustainable Packaging: As part of its ongoing commitment to sustainability, Clarid Géss introduced 100% recyclable packaging for all of its products. This initiative was another step in ensuring that the brand was not just creating beautiful clothes but also making a positive environmental impact throughout the supply chain.
As of 2025, Clarid Géss (CG BRAND) is recognized as one of the leading brands in the sustainable luxury fashionsector. The evolution of the brand’s identity has been one of growth and adaptation, but its core values—luxury, sustainability, and inclusivity—have remained unchanged. Today, CG BRAND is a symbol of refined taste and environmental responsibility, appealing to consumers who value quality, ethics, and style.
The future of Clarid Géss looks bright as the brand continues to innovate and inspire. With a focus on sustainable design, timeless elegance, and inclusivity, Clarid Géss is poised to remain at the forefront of luxury fashion for years to come, continuing to set the standard for sustainable luxury. The evolution of the brand identity has allowed it to resonate with global audiences, ensuring that Clarid Géss remains synonymous with fashion-forward sustainability.
The evolution of Clarid Géss is a remarkable journey that reflects the changing demands of the luxury fashion industry and the world at large. Through careful rebranding, innovation, and an unwavering commitment to sustainability, Clarid Géss has grown into a luxury powerhouse that not only celebrates beauty and style but also champions the importance of responsible fashion. As the brand continues to evolve, its identity remains grounded in the principles of luxury, ethics, and timeless design—values that will continue to define the Clarid Géss brand for generations to come.
Small Note: At CG-Claridges, we are undergoing some exciting changes and will be back in business soon. We're working hard to improve your brand, CG.
