Georgiana Huddart on Hunza G’s UPF Collection and Redefining Fashion with Purpose
- Nada Armanious
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In an exclusive interview with Georgiana Huddart, the visionary behind Hunza G’s revival, we explore the brand’s latest innovation: the UPF 50+ collection. Known for her ability to merge heritage with modernity, Huddart has transformed Hunza G into an iconic label synonymous with sunshine, confidence, and inclusivity.
Photo provided by Hunza G
Since relaunching the brand in 2015, Huddart has reimagined its signature Original Crinkle™ fabric and one-size-fits-all approach, creating swimwear that flatters all body types. Now, she ventures into active lifestyle fashion with a collection that balances aesthetic appeal and functionality. Drawing on 90s retro sportswear influences, the UPF 50+ range showcases lightweight, sun-protective designs that cater to modern, active women while staying true to the brand’s core values.
In this interview, Huddart shares her creative inspiration, the intricate design process behind the collection, her vision for the future of Hunza G, and more.
What inspired you to create a UPF collection, and how did your design approach tackle both functionality and sun protection?
I just felt there wasn’t a product that performed the function of UPF, especially one that wasn’t from a Surf brand. Aesthetically, I wanted it to be quite simple, clean and chic – wearable but super functional. Skin protection from the sun is a more and more relevant subject as we move into the future, and I felt Hunza G was the right brand to provide this product that felt more fashionable in terms of design.
In this interview, Huddart shares her creative inspiration, the intricate design process behind the collection, her vision for the future of Hunza G, and more.
What inspired you to create a UPF collection, and how did your design approach tackle both functionality and sun protection?
I just felt there wasn’t a product that performed the function of UPF, especially one that wasn’t from a Surf brand. Aesthetically, I wanted it to be quite simple, clean and chic – wearable but super functional. Skin protection from the sun is a more and more relevant subject as we move into the future, and I felt Hunza G was the right brand to provide this product that felt more fashionable in terms of design.
Photo provided by Hunza G
How did the 90’s retro sportswear influence play a role in the design and aesthetic choices for this collection?
I was looking at references of old Chanel, simple surfwear, Meredith in the movie ‘The Parent Trap’… We decided we wanted it to be simple and just very wearable but with the contrast piping. The fabric is a buttery Italian factor 50 material. Again, like our core business, it’s all about the fabric. Essentially, we’ve adopted a 90s athleisure wear aesthetic for this collection, one that feels timeless despite its nostalgic approach.
What are some of of Hunza G’s core values that you anticipate this collection to reflect, and how do you hope the UPF collection will empower wearers?
As I mentioned previously – it’s meant to make you feel your most comfortable, while being flattering but also cool. It’s a fashion designed technical product. A lot of people don’t want to cover their body in suncream repeatedly – this is the perfect product to swim, hike, wear with a sarong, just to have lunch in… a multi-purpose, all-in-one.
Can you tell us about the process of sourcing the UPF 50+ fabric from Italy, and what it brings to the collection in terms of quality and performance?
This capsule is made with lightweight, breathable UPF50+ fabric, expertly sourced and crafted in Italy. UPF, or Ultraviolet Protection Factor, measures how much UV radiation the fabric blocks. While a UPF of 30 is the minimum to earn The Skin Cancer Foundation’s Seal of Recommendation, our fabric goes above and beyond with a UPF50+ rating, blocking 98% of harmful UV rays and offering excellent protection from the sun. We created the UPF 50+ collection for people who want to enjoy the sun and outdoors without the constant worry of sunscreen.
I was looking at references of old Chanel, simple surfwear, Meredith in the movie ‘The Parent Trap’… We decided we wanted it to be simple and just very wearable but with the contrast piping. The fabric is a buttery Italian factor 50 material. Again, like our core business, it’s all about the fabric. Essentially, we’ve adopted a 90s athleisure wear aesthetic for this collection, one that feels timeless despite its nostalgic approach.
What are some of of Hunza G’s core values that you anticipate this collection to reflect, and how do you hope the UPF collection will empower wearers?
As I mentioned previously – it’s meant to make you feel your most comfortable, while being flattering but also cool. It’s a fashion designed technical product. A lot of people don’t want to cover their body in suncream repeatedly – this is the perfect product to swim, hike, wear with a sarong, just to have lunch in… a multi-purpose, all-in-one.
Can you tell us about the process of sourcing the UPF 50+ fabric from Italy, and what it brings to the collection in terms of quality and performance?
This capsule is made with lightweight, breathable UPF50+ fabric, expertly sourced and crafted in Italy. UPF, or Ultraviolet Protection Factor, measures how much UV radiation the fabric blocks. While a UPF of 30 is the minimum to earn The Skin Cancer Foundation’s Seal of Recommendation, our fabric goes above and beyond with a UPF50+ rating, blocking 98% of harmful UV rays and offering excellent protection from the sun. We created the UPF 50+ collection for people who want to enjoy the sun and outdoors without the constant worry of sunscreen.
Photo provided by Hunza G
The UPF collection offers a bold yet balanced color palette. How did you decide on the specific shades, and what mood or message do they aim to convey?
I tend to wear mostly black and it’s always a best seller that universally suits people. So we knew we definitely wanted black to be a part of the collection. We are also really well known for our color – pink is probably our most recognizable brand color. I didn’t want it to match exactly our bubblegum pink crinkle, but to compliment it – so it’s a bit subtler than the crinkle pink, but they still work together. Different colours work for swim to RTW, and as UPF is both it needed to cover both bases. The cornflower is just so 90’s and fab and red is always such a strong colour.
Hunza G has a dedicated following for its one-size-fits-all approach. What can we expect from the brand as it explores new categories, and how does inclusivity factor into these future plans? We are moving into other categories and developing new products constantly – just takes time to get the perfect for our consumer! We have a lot of amazing launches next year – I can’t wait to show you more soon.
I tend to wear mostly black and it’s always a best seller that universally suits people. So we knew we definitely wanted black to be a part of the collection. We are also really well known for our color – pink is probably our most recognizable brand color. I didn’t want it to match exactly our bubblegum pink crinkle, but to compliment it – so it’s a bit subtler than the crinkle pink, but they still work together. Different colours work for swim to RTW, and as UPF is both it needed to cover both bases. The cornflower is just so 90’s and fab and red is always such a strong colour.
Hunza G has a dedicated following for its one-size-fits-all approach. What can we expect from the brand as it explores new categories, and how does inclusivity factor into these future plans? We are moving into other categories and developing new products constantly – just takes time to get the perfect for our consumer! We have a lot of amazing launches next year – I can’t wait to show you more soon.
Photo provided by Hunza G
Sustainability is central to Hunza G’s mission. Can you share more about the innovative practices the brand is using today, and any new initiatives you’re excited about?
Our one-size approach not only promotes inclusivity but also helps reduce overproduction and unnecessary waste. Each piece is designed to adapt to life’s changes—whether it’s pre, during, or post-pregnancy—making it a timeless wardrobe staple that, with proper care, can even be passed down through generations. We also focus on sustainable manufacturing practices, purifying wastewater from our dyeing process to drinking water standards, using 86% renewable energy in our facilities, and maintaining certifications for quality, environmental, and energy management—all reflecting our commitment to being better.
Your crinkle-stretch fabric has a cult following worldwide. Why do you think this fabric resonates so strongly with people, and how has it evolved since its introduction in the 90s?
The crinkle is just so powerful because it’s a unicorn fabric. When Peter first launched the Hunza crinkle, it had never been used as a swim fabric. It’s knitted which is unusual for swim, so visually it’s very interesting. Secondly the One-Size Fit is amazing, eliminating size trauma for women when shopping, which is so unique and positive. Thirdly, what it actually does for the body and confidence when you wear it is amazing. It’s incredibly flattering and forgiving because of its tubular but thick stretch nature. People just feel so confident in it, and that’s rarely the case with swimwear.
Our one-size approach not only promotes inclusivity but also helps reduce overproduction and unnecessary waste. Each piece is designed to adapt to life’s changes—whether it’s pre, during, or post-pregnancy—making it a timeless wardrobe staple that, with proper care, can even be passed down through generations. We also focus on sustainable manufacturing practices, purifying wastewater from our dyeing process to drinking water standards, using 86% renewable energy in our facilities, and maintaining certifications for quality, environmental, and energy management—all reflecting our commitment to being better.
Your crinkle-stretch fabric has a cult following worldwide. Why do you think this fabric resonates so strongly with people, and how has it evolved since its introduction in the 90s?
The crinkle is just so powerful because it’s a unicorn fabric. When Peter first launched the Hunza crinkle, it had never been used as a swim fabric. It’s knitted which is unusual for swim, so visually it’s very interesting. Secondly the One-Size Fit is amazing, eliminating size trauma for women when shopping, which is so unique and positive. Thirdly, what it actually does for the body and confidence when you wear it is amazing. It’s incredibly flattering and forgiving because of its tubular but thick stretch nature. People just feel so confident in it, and that’s rarely the case with swimwear.
Photo provided by Hunza G
Looking forward, how do you see Hunza G continuing to innovate while staying true to its heritage? What does the next chapter look like for the brand?
I think that’s what we do best. Innovation is at the heart of our brand and everything we do. It’s going to be an amazing 2025 for us, we are moving into these new categories – very unexpected some of them…It’s going to be a really exciting year for us.
I think that’s what we do best. Innovation is at the heart of our brand and everything we do. It’s going to be an amazing 2025 for us, we are moving into these new categories – very unexpected some of them…It’s going to be a really exciting year for us.