Launching in the UK for the first time, Maria McManus explains how quiet luxury is not just a trend but something embedded into her brand’s sustainably-minded ethos right from the start.
, there was a noticeable shift away from logomania and outré clothing – designed to feed social media’s unwavering appetite – towards pared-back, wearable pieces that will stand the test of time., though, fashion’s new mood isn’t just a trend, but something that’s been embedded in her brand’s sustainably minded ethos right from the start. “In the beginning, it was a uniform,” the Irish designer tellsvia Zoom from New York, where she is based.
That’s why McManus, who previously worked as a brand director and visual merchandiser, decided to launch her eponymous brand in 2020. Her starting point was the materials, which are responsible for the biggest chunk of fashion’s carbon footprint. From the outset, the designer knew she wanted to stick primarily to natural fibres, and ensure they were all certified. At the time, however, the choice was fairly limited.
Launching a new brand just before the pandemic was not ideal by any means, but luckily McManus had supporters who firmly believed in the brand. Stella Ishii – the president and founder of The News, which also helped launch the likes of The Row and 3.1 Phillip Lim – decided to invest in the company mid-pandemic. “We did it all from my bedroom, basically,” the designer says.
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