Giovana Schmitz on Fashion, Family, and Forging a Global Career

Now settled in Switzerland with her family, Giovana has transformed her Instagram page into a full-time career, collaborating with iconic brands such as Chanel, Hermès, and Tiffany & Co. In this exclusive interview for L'Officiel Austria, Giovana Schmitz reveals her insights on merging creativity with business, sharing her journey from model to influencer.

How has your diverse journey across multiple continents and cultures shaped your approach to fashion marketing and branding, and how do you integrate these experiences into your work as an influencer? 

Gigi: Fashion is all about creativity, and traveling has opened my eyes to new perspectives. Experiencing different cultures has influenced how I see colors, textures, and styles, making me more creative in how I dress and express myself.

Marketing is about understanding people, and living in different countries has helped me see how each culture thinks, shops, and dresses differently. This has shaped how I approach fashion branding, allowing me to connect with diverse audiences in an authentic way.

Social media reaches the world, and my travels have taught me that each country communicates differently. This has helped me be more mindful of my audience, analyze what I share, and ensure my content resonates with people from different backgrounds.

How do you approach the process of creating content that resonates with your audience while maintaining the luxurious and premium aesthetic?

Gigi: Each post needs to have a clear purpose—what message am I delivering, and why will my audience engage with it? Maintaining a luxurious and premium aesthetic is, of course, about high-quality visuals, but more importantly, it’s about authenticity and refinement. As I always say, “never use cheap tactics just to attract attention”, compromising your values and principles for views is never worth it.

To me, true luxury comes from staying true to my style and ensuring that everything I share aligns with my personal brand. Quality over quantity is key, whether in photography, styling, or storytelling. By staying refined, intentional, and principled, I can preserve the brand identity I’ve built while continuing to inspire and engage my audience.

What programs, tools, or techniques do you use to produce your captivating videos and images for Instagram?

Gigi: I mostly shoot with my iPhone, but lately, I’ve also been using a vintage digital camera for some videos to add a unique touch.

I love working with lower exposure settings for a more refined look, and the Lightroom app is essential for adjusting light and colors to achieve the perfect aesthetic.

Can you share the details of your most memorable collaboration with a brand and what made it stand out for you?

Gigi: I would say one of my most memorable collaborations has been working closely with Chanel, and the highlight was my trip to Grasse in the south of France to the harvest of the May Roses for their perfumes. Experiencing this process firsthand was truly special, it gave me a deeper appreciation for the craftsmanship, heritage, and dedication behind every creation.

What stood out the most, though, was meeting the people behind Chanel. It completely changed my perspective on the brand. Luxury isn’t just about beautiful items; it’s about passion, tradition, and the human touch that goes into every detail. The people I met were incredibly inspiring - humble, dedicated, and deeply connected to the story and values of the brand.

This experience redefined what luxury means to me. True luxury isn’t about excess or exclusivity, it’s about authenticity, heritage, and the time and care put into something meaningful. It’s about the pursuit of perfection in the simplest, in the most genuine way, the traditions and craftsmanship passed down through generations.

What is the person behind the scenes like when you are working on creating visuals for Instagram? What inspires you and keeps your creativity flowing?

Gigi: From day one, my husband has been my biggest supporter, and in the early days of my journey, he played a huge role in helping me create content. Even now, I love when he’s the one behind the camera, having him there makes me feel so comfortable and confident, which always translates into more natural and authentic visuals.

Since September last year, I’ve also had the privilege of working closely with my incredible manager, who brings so much industry knowledge and creative insight. She has been a huge help in shaping my content - both photos and videos - and the best part is that we have so much fun in the process. She knows how to bring out my most genuine self, making me laugh, relax, and enjoy the creative journey. I’m so lucky to have such amazing people around me.