interview JESSICA GOI

Spanish model, influencer, and entrepreneur Jessica Goi is a woman of many talents—each of which she’s turned into a powerful asset in building her personal and professional brand. With a strong presence both online and in the fashion world, Jessica is the founder and driving force behind @goi, a sleek and stylish swimwear line that’s become synonymous with bold confidence and Mediterranean allure. This year marks another milestone as Jessica is set to make her TV debut in the reality competition show ‘El Desafío’, where she takes on intense physical and mental challenges, showing fans a whole new side of her beyond fashion and filters.

You’ve built a strong swimwear brand with @goi. What inspired you to launch your own line, and what gap did you see in the market?

GOI was born from a personal need and also a gap I saw in the market. I’ve always loved small bikinis with special designs, but in Spain, it wasn’t common to find them since local brands were more conservative. I always ended up ordering from US brands. That’s why I decided to launch a swimwear line in my own style, with the fit I liked, and promote it through my social media, taking advantage of my online following.

What is your role day-to-day at GOI? How involved are you in design, marketing, or product development?

Because of my work as a model and content creator, I’m in the office less than I’d like. But I’m always in touch with the team, whenever my schedule allows. I’m involved in many aspects, but especially the creative side. In the design process, I share my inspirations with the team and help select designs, materials, and colors.I also work on campaign ideas, photoshoots, and anything related to the brand’s image. And I’m also involved in influencer marketing.

left:
bralette VICTORIA BECKHAM
skirt MAISON MARGIELA MM6

right:
dress JUAN VIDAL
earring AURELIE BIDERMANN

How do you translate your personal style into your swimwear designs?

GOI is a clothing representation of who I am - small, sexy, confident pieces with no shame.

What can we expect from GOI in the upcoming season? Any new collections or collaborations?

This year, we launched a bikini series called Icons, our best-selling shapes in the brand’s most iconic colors. This line will remain available throughout the year. We’re doing more drops this year than before. We’re focusing on smaller, more frequent launches since our clients aren’t just in Europe, and when it’s winter here, it’s summer in other parts of the world. That’s why we’ll be continuously launching mini collections to meet a wider range of needs.

full look REPARTO STUDIO

What’s been the biggest challenge in building a fashion brand from the ground up, and what’s been the most rewarding?

When I launched the brand, I was young and very inexperienced. I didn’t always surround myself with the right people for guidance. I was even scammed a few times and had to start the brand all over again. In the end, the most rewarding part is seeing the success and how different our product is compared to others, and seeing so many people wearing it and wanting to have it.

You have a strong presence on social media, both as a model and entrepreneur. How do you balance personal content with building your brand?

Honestly, I manage it the best I can. My modelling work and social media responsibilities take up a lot of time, so I end up dedicating less time to GOI than I’d like. But we have a great team, and I can delegate to them when I’m not available.

Has your relationship with social media changed as your career has grown?

Well, social media has evolved, and so have I. I’ve been in this industry a long time. I always try to adapt to trends, but only to the ones that align with my image. If they don’t, I’d rather not follow them and stay true to my style.

pasties BEATRIZ PALACIOS
shoes MAISON MARGIELA MM6

There’s so much talk around authenticity online. How do you stay grounded and real with your audience?

I always say I have a different way of interacting with my audience. I think my Instagram is more focused on fashion, lifestyle, fitness, and work, especially my company, but I’m not the kind of influencer who shares every part of her day. I don’t have a “best friend” relationship with my followers, they don’t know what I do 24/7, and that gives me more space. I believe I’m true to myself, but I don’t show my personal life or only up to a certain limit. Still, I’ve always thought social media is a very creative space, but also pretty fake or unreal in many ways, and we have to be careful with that.

You model both for your own brand and others. How is it different shooting for GOI versus outside campaigns?

That’s a great question. I work for many brands that I don’t even post about on my own socials, especially swimwear brands. When I work for my own brand, I’m modelling a product I’m truly passionate about , I’ve been part of the entire creative process, even the campaign. You could say it’s my “baby,” and of course the whole process reflects my style and brand identity. Working as a model for other brands is amazing too. I love my job, but in that case, you’re working with a client, following their guidelines, and sometimes the product might not even be something you like. So, even if it’s technically the same job, it feels completely different.

You’re stepping into a new space with your first TV appearance in the reality competition show ‘El Desafío’. What made you say yes to this extreme challenge show?

I had been offered to appear in different shows before, but none of them felt right. I’m not into TV shows that don’t involve real risk or challenges. But ‘El Desafío’ had everything I like, and it felt like a great way to step onto the big screen.

Did being on a reality competition push you out of your comfort zone in unexpected ways?

In ‘El Desafío’, I had to push myself in many activities I had never done before and I had to learn how to do them in just a week. I definitely had to leave my comfort zone in every single way. Even though I can’t reveal anything about the show yet, I can say that some of the challenges have become my new favourite hobbies.

How do you recharge or unwind with such a busy schedule?

I live more stressed than I probably seem online. But if I need to recharge, beach or mountain, any plan with my dog, my partner, and my family helps me to reset. Otherwise, spending time with a good book, some delicious food, a TV series, and a home skincare session works too.

What is coming up next for you?

Now, I’m going to rest. It’s been a very intense year. In September, I’ll be back at it with fashion week and several jobs already lined up. Also, I’m spending a month in Japan, and I couldn’t be more excited. I’m really looking forward to going there, experiencing the culture, and discovering everything it has to offer.

TEAM CREDITS:

talent JESSICA GOICOECHEA
photography PEPE HERREROS
styling ANAÎS IBAÑEZ
hair and makeup ALBA CORDOBA
set design IRENE LUNA
production ASHA MARTINEZ
production assistant IVÁN SÁNCHEZ
post production WHITE RETOUCH
lab AULAGA LAB
editor TIMI LETONJA
interview JANA LETONJA
cover design ARTHUR ROELOFFZEN

IN CONVERSATION WITH JESSICA GOI

IN CONVERSATION WITH NICOLAS HUCHARD

IN CONVERSATION WITH GEORGE STEANE