Maison Atia Launches Diffusion Line, Prepares for Bulgari Talk – WWD

Fall looks from MA by Maison Atia.

New York Style Week has come and gone, however Maison Atia’s Chloe Mendel and Gustave Maisonrouge have some progressive plans to draw consideration.

The pair have launched MA by Maison Atia, a 100 p.c sustainable line of fake fur outerwear made out of recycled water bottles and plant-based fibers. Geared for customers beneath age 45, the compact assortment is priced to be extra attainable than the model’s signature assortment. Supplied in vibrant colours like yellow, pale blue and crimson, the coats retail for $850 and beneath. There are additionally collared jackets at $475 and vests with graphic linings at $325.

The choice is supposed to be “simple, enjoyable kinds that won’t be discovered anyplace else,” Mendel stated. There are additionally hand-cut bucket hats, headbands and little baggage made out of the leftover supplies from manufacturing “to be as near zero-waste as potential,” Mendel stated. “We wished to have a line that was extra accessible and extra towards a youthful shopper. Trying on the values of a youthful buyer, sustainability is a scorching subject and worth level is at all times vital for youthful clients.”

The fake fur firm has additionally launched a pink label consisting of three hand-embroidered kinds with such designs as dragonflies. To maintain these seems ultra-exclusive, solely three of every fashion can be produced. The endeavor magnifies the technical abilities that the corporate has, Mendel stated.

Primarily a direct-to-consumer model, Maison Atia is also offered through Neiman Marcus and “loves doing specialty gadgets with retailers, even boutiques. It’s actually to make issues really feel particular with our partnerships. We work laborious with our retailers. We went to each Neiman Marcus — we did occasions…We actually ensure that the founders are concerned with every part.”

The core Maison Atia assortment has 35 kinds together with animal prints — cheetah, zebra, lynx — and solids in capelets, jackets and coats. There may be additionally the classics Seventies really feel with a little bit Thirties undertone that the label is thought for. There are pops of colours impressed by the artist Robert Indiana which might be utilized in each the core line and the diffusion one. Maison Atia’s best-selling sheared fake mink is now provided in chocolate and navy. Mendel stated of the bestsellers, “Actually light-weight, simple to journey with, they don’t wrinkle — a whole lot of girls roll them up and take them to Aspen.”

In honor of Valentine’s Day, Maison Atia has a pop-up on the Baccarat Lodge in New York and a mini runway presentation can be held throughout afternoon tea. The label can be taking part in up magenta, crimson, white and Bordeaux-colored kinds. Mendel and Maisonrouge present their assortment on the lodge every season, and so they not too long ago designed fake fur chairs for the Midtown Manhattan lodge’s diners.

On Saturday, Mendel will do a meet-and-greet at Neiman Marcus in Chicago, the place a number of NBA households are anticipated since they’re on the town for All-Star weekend. Mendel can be off to Bulgari in Beverly Hills on March 5 to point out some fall seems and to discuss sustainability and animal welfare with Eastwood Ranch’s Allison Eastwood as a part of a salon collection. Bulgari will donate 10 p.c of gross sales to the Eastwood Ranch that day, Mendel stated. By its #Buyacoatsaveapuppy program with PAWS Chicago, Maison Atia ensures that for each coat offered one homeless pet or kitten is transported to a no-kill shelter.

Source link

Leave a Reply