Amy Jackson, Influencer Behind Fashion Jackson, Launches Mayson the Label
● The collection features luxe and low-key looks that can go from weekends to work to evening.
Amy Jackson,
an early influencer with her blog Fashion Jackson, is striking out with her own elevated women's sportswear collection, called Mayson the Label. The fall collection launches as a direct-toconsumer label on Thursday.
Jackson, who is based in Nashville, created the brand based on her experience in the fashion space and a desire to create the ideal capsule collection of luxe staples. The assortment features elevated essentials such as the blazer, the relaxed trouser, the modern bomber, the white shirt, and the transitional midi dress. Prices range from $148 to $748 and will be offered exclusively through maysonthelabel.com, and via the brand's social channels.
Asked why it was the right time to launch her own collection after years of blogging about fashion, Jackson told WWD, "I found my stride with my personal style in the last few years but was struggling to find the right pieces at the right time. I was shopping numerous retailers in person and online, always worrying if things would fit right, or if the quality would be up to par. I've never had a one-stop-shop where I felt I could find an entire wardrobe of elevated essentials that would carry me through all seasons."
Jackson said she prides herself on not having 100 "favorites."
"When I find something I love, I stick with it. I have my go-to brands for jeans, and white T-shirts, but beyond that, the rest of my wardrobe I've found I have to piece together by searching multiple brands, and I think that is true of a lot of women. I want to fill that void with Mayson the Label," said Jackson, founder and chief creative officer.
Jackson said she doesn't throw away her clothes at the end of the season, nor does she know many women who do.
"Women are so much savvier about investing purposefully and valuing longevity than the industry gives them credit for. Editing is integral to Mayson's approach: every style in the collection is able to be styled luxe or low-key and work from weekends to work to evenings, and everything in between," she said.
Jackson said she created Mayson to make wardrobe-building easy, focusing on foundational pieces, luxe construction and four-season wear. Fabrics are sourced from countries such as Italy, Japan and Turkey, and production is done throughout Asia. The plan is to produce four collections a year — fall, holiday, spring and summer. "Producing overseas gave us the optimal balance of quality and pricing, and that's really important to our customers," she said.
The first collection consists of 26 pieces, and the business will begin as a direct-toconsumer operation, and eventually will add wholesale. "It's important to me to have 100 percent control over the product, styling and everything that goes into selling the brand to the customer for the initial launch. I want to have that strong connection with customers early on and build brand loyalty. I have built my current business model to support wholesale in the near future," said Jackson.
Growing up in California, Jackson earned a bachelor of science degree in fashion merchandising at Texas Christian University before spending more than a decade honing her skills at boutique and global retailers, working in production, sourcing and merchandising. After launching her blog, Fashion Jackson in 2013, she gained a following and quit her job to focus on growing her community. With an audience that has swelled to almost 1 million people, Jackson has drawn on the dialogue and trust with her followers to inform the making of Mayson.
"I'm lucky to have this group of incredibly engaged, fashion-aware women that I'm in constant conversation with.
It's given me a unique understanding of their needs and how fashion can help them express their individuality with confidence," said Jackson.
Mayson, who plans to continue her blog and Instagram, described her target customer as a woman who's multifaceted, style-conscious and trend-forward without being fast fashion. "They care about quality, investing in clothing they can wear for years to come and are established in their personal style," she said.