Maje

This label is on the must-have list for the shopping addict seeking a feminine, trendy, authentic and fun wardrobe. Just trendy enough, Maje has been winning over Parisians for more than seven years. Its success is so complete that fashionistas in search of individuality sometimes hesitate about shopping at Maje, so high are the chances that they will run into the same dress on the street that they just bought.

Maje's wardrobe, sometimes snob, always trendy and often right on the mark, is credited to Judith Milgrom who created the label in 2000. She owes her love for detail to her family. She was born in Morocco and grew up with her mother and grandmother, both of them passionate about making garments by hand: one knitted while the other sewed dresses and curtains all the time.

Milgrom began early to play with bits of fabric that she found around her, making adorable little-girl outfits. Her grandmother taught her the art of embroidery and Milgrom became addicted to handmade things, delicate and finely worked.

Milgrom moved to Paris as an adolescent. She had a feeling for what would be in fashion tomorrow. She spent her time in the flea markets, searching through old lace, retro prints, etc. For her, a beautiful piece of clothing had to tell a story, make an impression, invite her to adopt it and place it with pleasure in her closet. She decided to make a career in fashion.

She studied for five years, learning the basics at different fashion houses. She found that what she made for others she wanted to make for herself. She wanted more than anything to offer her own vision of fashion. Nervous about the reaction she would receive, she decided regardless to take a chance.

Milgrom created Maje in 2000. The label took its name from a mix of letters from names that were dear to her. Her concept was to design pieces for every moment of the day, to create hype without losing soul, to offer a feminine vision, and to reintegrate the dress as a must-have.

She started with an ethno-chic look that became a success. Her lingerie-blouses and chocolate or tea rose underskirts were among her first star pieces. Over time, her collections became more urban, yet she continued to care about luxury, beautiful fabrics and amusing details that allow women to be at the forefront of the trend without taking it too seriously.

The important thing for Milgrom is to propose a clothing line between the inaccessible-designer collection and the impersonal large distribution (e.g. H&M or Zara). In the beginning, she said she wanted to price her clothes "democratically," making her fashion available to everyone. This plan seems to have run into a snag, however, because the prices in her boutiques are far from being "accessible to all." Apart from the rare exception, though, the investment is worth it: Maje clothes often inspire envy.

Given the financial health of the business, Milgrom and her brothers (who manage the financial aspects) decided last year to launch a line of lingerie. Camisoles and boxers, all in romantic-chic, satisfied the Maje followers who continue to find the themes they love.

Continuing down the diversification path and taking advantage of the buzz around children's lines, Milgrom created a line for girls in the Maje spirit, finding the happy medium between hip and overdressed. She avoided producing a miniature-mom look but rather created a wardrobe complementary to the Maje's main line.

With now more than nine boutiques in Paris, Maje is considering further diversification and is preparing a men's line in order to create a Maje lifestyle. To be continued...