FAUX REAL
Written by Bridget Williams
Founded by Chloe Mendel, daughter of designer Gilles Mendel, and Gustave Maisonrouge, Maison Atia is the first luxury faux fur brand dedicated to making a difference.
Maison Atia uses traditional fur ateliers and techniques to create carefully
crafted and timeless pieces that push the boundaries of faux fur. Combining a
modern aesthetic and sensibility with six-generations of fur heritage craftsmanship,
Maison Atia offers a genuinely luxurious alternative to fur coats and accessories.
Cognizant of the impact of fashion on the environment, the brand has
pledged to be socially responsible and engaged by aiming to be zero-waste
from the outset. They use leftover fabrics from coat production to create chic
accessories and recycle what’s unused with FabScrap. In 2019, Maison Atis
launched its first fully sustainable capsule collection for babies and toddlers using
Kobra fabric, one-hundred-percent made from plants and recycled water bottles.
The company’s pledge to give back goes beyond the environment.
A partnership with PAWS CHICAGO, a no-kill shelter, resulted in a
#BuyACoatSaveAPuppy campaign. Each coat sold provides transportation for a
homeless pet from a high-kill shelter to PAWS CHICAGO.
For its Fall 2020 collection, the brand continued to expand beyond its core
offerings, while looking to the past for inspiration. MA by Maison Atia is a vibrant
and colorful capsule line incorporating the Koba fabric from their baby collection.
They also introduced Pink Label, their first hand-embroidered limited edition
collection. “We are only creating three pieces of each design to truly make it special
and exclusive,” said Gustave Maisonrouge, co-founder and President.
Chloe Mendel, co-founder and Creative Director, explained the
collection’s background story. “When I think of the 70s, I think of a time where
fashion was full of life, integrating individuality and freedom of expression. This
season you will find vibrant colors continuing in the theme of pop art inspired
by Robert Indiana weaving throughout the collection and bringing modernity
to our animal print wonderland. I imagine these coats inside the incredible
closet of Diana Vreeland. This season is all about celebrating the fashion icon
inside every woman.” sl
Maison Atia is available at maisonatia.com and select retail partners
