Maje captures Asia’s diversity by going to extremes

2013 December 16. | Szerző: shannon |

As the invasion of contemporary French brands continues around the world, their appeal to fashion-savvy working women is increasingly clear.

Labels such as Maje, Sandro, Claudie Pierlot, The Kooples and Zadig & Voltaire have flooded Asian markets and attracted sophisticated consumers from the middle and upper middle class.

Cool, urban and effortless, the French contemporary aesthetic is a globalised take on the classic styles Paris is known for. Its muses are more likely to be Alexa Chung and Lou Doillon, rather than delicate Audrey Hepburn-types.

Maje has enjoyed a measure of success in Hong Kong with the reopening of its IFC store earlier this month.

When I met Judith Milgrom, Maje’s glamorous founder at her Paris headquarters in October, she said the company’s focus for this year and next would be on opening more stores in the US and China.

The company’s success did not come overnight. Maje was founded 15 years ago. Back then there was no brand that offered what it did, Milgrom says. Her sister, Evelyn Chetrite, had founded competing brand Sandro with her husband just a few years earlier.

one shoulder prom dresses uk

“There is always stimulating and healthy competition,” says Milgrom. “Evelyn is a very talented person … but we have our own tastes.”

Both brands, as well as Claudie Pierlot (whom both sisters design for) soon formed an interesting fashion movement. Investment from the LVMH Group luxury goods conglomerate, followed by American private equity firm KKR buying a 65 per cent stake this year, has spurred a global expansion for the brand.

“Basically, when we started we were right in the middle of the top brands and the cheaper brands that didn’t have the style to go with it.

“I created the collections to offer an alternative to working active women … as well as the younger fashionistas who could not afford those luxury brands. I wanted to give them the opportunity to wear beautiful pieces at affordable prices.”

It is a niche that has proven to be rewarding for both sisters. With the diverse lifestyles of today’s woman, Maje – a little bohemian, a little glam, but always offering plenty of chic, sharp office wear – has found a combination that really hits home.

blue prom dresses 2013

“Fashion today has to definitely adapt to this lifestyle. I like to create collections that you can wear all day at work and then you can just add one accessory or beautifully cut jacket and carry on into the evening,” says Milgrom.

The brand has been popular in Asia for some time, she says, despite only setting up stores here a few years ago.

And while Maje’s French customers may still favour a more effortless style, Milgrom says her Hong Kong clients are often more fashion conscious and particular about specific pieces. The collection for spring-summer 2014 channels a feeling of warmth that is inspired by an imagined, road trip across the US, moving through extremes between the coasts.

Feather-light, ethereal pieces are accompanied by heavy, protective jackets. “Leather fringe suede might remind people of Texas and coastal music festivals, but on the other side, there is the New York working girl with fitted, black structured pieces,” says Milgrom.

Well-edited extremes seem to be a theme at Maje. And with women’s styles diversifying fast in Asia, they appear to be hitting a rather powerful note.