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Maggie Marilyn | Spring 2021-Ready-To-Wear

- Friday, March 5, 2021. to read...

 Maggie Marilyn



The brand has become a conduit for like-minded individuals



Since its launch in 2016, Maggie Marilyn Hewitt's biggest challenge has been to reconcile her future ambitions with an industry stuck in many ways in the past.
The separation was particularly disturbing in its wholesale relationships, as stores demanded more and more products, many of which were for sale or never sold, inevitably leading to waste and inefficiency.

So in 2020, it moved its business directly to the consumer and came out of prominent retailers such as Net-a-Porter, Nordstrom, and Saks Fifth Avenue.
At the time, when asked whether the wholesale model itself hindered sustainability - not only for Hewitt but for all designers - her response was rude "absolutely."

Spring 2021 marks its first ready-to-wear collection since then, and the transformation has proved to be an active one. She said: “I fell in love with designing products again,” she said, “and designing real products for real women—not designing collections for companies.” 

She opened her first store in Auckland, New Zealand, where she was able to communicate directly with her local customers and understand what they wanted, rather than dictating what they needed. Hewitt is also eager to re-establish the relationship between the brand and the customer and considers these customers to be more "citizens and stakeholders" than consumers. 

Through the events and paintings she hosted in the store, she was encouraged to see her customers make real friends and build that legendary "community" that designers always hope for. “The brand has become a conduit for like-minded individuals,” she says, inspiring conversations and changes that go beyond the clothing itself.

Of course, clothes are important. With it, somewhere from organic cabinets, buttons, jeans, and tight pants as its basis, Hewitt's ready-to-wear kits now work as capsules for bolder pieces. 

This may seem more radical than Hewitt has shown here; She understands the long-term benefit of making clothes that women will keep for years, not just for a few seasons. (These capsules are referred to as "forever capsules", not seasonal flavors.) Bright shades of cayenne, daffodil, and lime lent a touch of novelty, while a checkerboard motif tweaked with hearts brought Hewitt’s signature whimsy.

One checkered tank dress has a row of buttons covered from neck to hem, so you can unscrew them into a delicate (or inaccurate) incision or even waist, it is best to wear pants underneath. The opening number, a transparent black organza dress with puffy sleeves and chest cuts, was less wearable every day but the party dress you reach as soon as we show up again.


COLLECTION


Maggie Marilyn | Spring 2021-Ready-To-Wear

Maggie Marilyn | Spring 2021-Ready-To-Wear

Maggie Marilyn | Spring 2021-Ready-To-Wear

Maggie Marilyn | Spring 2021-Ready-To-Wear

Maggie Marilyn | Spring 2021-Ready-To-Wear

Maggie Marilyn | Spring 2021-Ready-To-Wear

Maggie Marilyn | Spring 2021-Ready-To-Wear

Maggie Marilyn | Spring 2021-Ready-To-Wear

Maggie Marilyn | Spring 2021-Ready-To-Wear

Maggie Marilyn | Spring 2021-Ready-To-Wear

Maggie Marilyn | Spring 2021-Ready-To-Wear

Maggie Marilyn | Spring 2021-Ready-To-Wear

Maggie Marilyn | Spring 2021-Ready-To-Wear

Maggie Marilyn | Spring 2021-Ready-To-Wear

Maggie Marilyn | Spring 2021-Ready-To-Wear

Maggie Marilyn | Spring 2021-Ready-To-Wear

Maggie Marilyn | Spring 2021-Ready-To-Wear

Maggie Marilyn | Spring 2021-Ready-To-Wear

Maggie Marilyn | Spring 2021-Ready-To-Wear

Maggie Marilyn | Spring 2021-Ready-To-Wear




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