Ev­ery­one’s new favourite de­signer is mak­ing a case for grown-up ruf­fles

ELLE (Australia) - - Need To Know -

You know you’re onto a good thing when your first in­dus­try fan is Net-a-porter’s re­tail fash­ion di­rec­tor Lisa Aiken. New Zealand na­tive Mag­gie He­witt met Aiken in 2016 while show­ing her de­but col­lec­tion at Mercedes-benz Fash­ion Week Aus­tralia. Fast-for­ward a year and the 23-year-old’s la­bel is stocked at David Jones, Saks and (nat­u­rally) Net-a-porter, and is a firm favourite among the street-style set.

It’s not hard to see why. Aes­thet­ics aside, Mag­gie Mar­i­lyn fills a hole in the mar­ket: for­ward-think­ing, high-qual­ity and sus­tain­able fash­ion at an af­ford­able price point. “I didn’t want to de­sign pieces that were so ex­pen­sive you were scared to wear them,” says He­witt. “I wanted to cre­ate cloth­ing I could af­ford, that my friends could af­ford. So the per­fect trench, the per­fect denim jacket, the per­fect slip dress – all those wardrobe sta­ples – then ev­ery sea­son I’ll build on that.”

Grow­ing up shar­ing clothes with her three sisters and mum has honed He­witt’s in­stinct for what women want and her un­der­stand­ing of the kind of girl who’s in­creas­ingly seek­ing out her pow­er­fully fem­i­nine de­signs. “She’s a dreamer, qui­etly con­fi­dent, a fem­i­nist but still openly vul­ner­a­ble. There’s this real sense of light­ness and op­ti­mism.” With or­ders fly­ing in from ev­ery­where, in­clud­ing the US and Mid­dle East, and a rap­tur­ous re­sponse to the lat­est col­lec­tion, trust us when we say this isn’t the last you’ll hear of Mag­gie Mar­i­lyn.

Flared denim with raw hems BUY NOW: or de­con­structed shirt dresses with Vic­to­ri­ana ruf­fled sleeves.


Pants, $610, Mag­gie Mar­i­lyn,

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