During Paris Fashion Week, 21 participants of the LVMH prize introduced their collections and brand aesthetic visions to worldwide press and judges. The LVMH prize offers winner 300,000 euros and a year of professional guidance. This media exposure and incubator support is exactly what emerging designers need. On the judging board this year, include big names such as Karl Lagerfeld, Nicolas Ghesquiere, Phoebe Philo and Maria Grazia Chiuri.
Correspondent with such prestigious jury, these 21 young and gifted designers with distinctive styles from different countries, are important to know. To great extent, they signify the current landscape of fashion. Romance collides with street culture. What used to be eerie or assumed to be in niche market is shifting to the mass as well. In the Paris showroom, HausMag had the chance to have an exclusive interview with Maggie Marilyn whose namesake brand was also shortlisted.
Her New Zealand background shed light on her take on the environment, feminism, aesthetics and lifestyle. Fine-made ruffles and frills deliver a boudoir dream. But together with easy-to-wear sweat pants, satin dresses and wide sleeves, more independent and daring silhouettes are built. Refreshingly, highland romance is decorated with sporty elements.
It was amazing to find out Maggie has a big and loving heart during the interview. She considered her design and production as a way to show love to both environment and every person involved. She keeps close relationship with her makers and ensures that the supply chain is transparent from fabric production to garment manufacturing. A virtuous circle is established at such an early stage. She is brave and decisive enough to take side on a ongoing problematic issue within the fashion industry.
To impact the world positively is Maggie’s first note when explaining her philosophy on building a luxury designer brand. Her manifestation on the ‘luxury’ concept is very similar to the sensational T-shirt from Moschino written with ‘couture is an attitude’.
‘Luxury means beautiful fabrics and beautiful garment execution but still it is something people can afford, that it can be attainable.’
The lookbook featuring her latest collection is full of shots where Maggie Marilyn girls moved freely and comfortably. A bright color palette portrays youthful optimism. Every piece is elegant and made out of passion. The vibe of being a Maggie Marilyn girl is vivid and dynamic. She is a dreamer, quietly confident, strong but openly vulnerable, in Maggie’s words.
Confessing herself as a feminist, Maggie believes there are infinite possibilities for women in the world and clearly, this serves as the core brand message. She tries to create special moments with her customers through clothes, suggesting girl power.
‘I am always thinking about who is the MM girl where is she going to wear these clothes?’
Maggie Marilyn is also ambitious to develop shoe and handbag lines to dovetail the expansion of its livable luxury identity.With strong support from platforms like net-a-porter from the start, this exciting gust of wind that is the Maggie Marilyn brand, is going to enrich the contemporary romanticism landscape.
Special thanks for Maggie Marilyn’s insight and kind words in this exclusive interview with HausMag