Robert Geller unveiled Gustav Von Aschenbach at NYFW: Men’s on Tuesday. The presentation took place at Cadillac House and this being Geller, it was one of the most anticipated events of the week. We caught up with the designer to ask him about the collection, his design process, and what he hopes to inspire in his audience.

What is the inspiration behind this new collection?

I started with four words: Easy, color, comfort and shape. I wanted to create a collection that is easy in the sense of approachability as well as price point. I want 20- year olds as well as 60-year olds to be wearing it. We’re offering every style in the five colors that I selected for this season. Comfort to me is a must in clothing- comfort without sloppiness of course. Shape is really one of the signatures of this collection. Relaxed and rounded silhouettes are key.

What are you hoping your audience will take from the collection?

I hope they’ll see this as a stylish new brand that fills a need in the market.

Where does your design process start? What’s the first step in applying inspiration to a physical collection?

I started this brand to address a spot that I saw in the market, but when it came time to design, I really wanted to make pieces that I wanted to wear, pieces that felt modern.

What’s your most memorable NYFW: Men’s moment?

The first season that I worked on the Marc Jacobs show was incredible. I remember having tears in my eyes. Then the first Cloak show we did was a crazy rush. The Robert Geller AW09 show was a huge step for us. We had just won the GQ/CFDA Menswear Designer of the Year Award and we had a line around the block.  There was an incredible energy. Most recently, it was taking my bow in a T-shirt that my wife had written the word Immigrant on, across the chest. The reaction afterwards was incredible.

Describe this collection in three words.

Shape, color, ease.

Describe the Robert Geller customer. What does he want to express, what does he look for when he shops?

He wants to be the best dressed guy in the room, while looking like he just threw this look together without much effort.

What advice do you have for emerging designers?

Make sure that you really love all of this business. Designing is a very important part of it, but you will have to be involved in the financials, production, public relations, and sales as well. Usually those will take up a lot more time than the designing does.