Animation by Betija Jakaite

Keta Gutmane has managed to create one of the bestsellers in Latvian design in recent years — her wet-look dresses and other garments can be found in the wardrobes of local fashionistas, as well as on international stages and red carpets. In the Nice Touch section, fashion designer Keta Gutmane talks about her approach to gaining popularity.

Nice Touch Editorial March 13, 2026

«In the fashion industry, it is often assumed that influencers and brand ambassadors are necessary for brand visibility, but my experience working with my own brand shows that the most valuable collaborations emerge organically. Many of the people who have helped us grow are actually personalities who simply feel the design, find it themselves, and use it of their own accord. So my Nice Touch is simple: don’t try to artificially create influence. If the design has its own voice, it will always find its audience.

We have done this with our most successful product line — clothing with the wetlook print, which has gradually become our distinctive style. This design resonates with people on its own and has made its way onto international stages and into the wardrobes of famous artists without any significant advertising.»

Fashion designer Keta Gutmane focuses on contemporary aesthetics and high quality, combining expressive designs with classic craftsmanship. Her brand defies the notion that luxury fashion must be exclusive, gaining a wide following around the world — even pop superstar Kylie Minogue has chosen to wear one of Keta’s wetlook dresses. Read more about the inspiration behind the wetlook prints here.