A new exciting line of party-ready dresses, Maer, made its debut on 27 June. The collection is size-inclusive and the pieces range from sizes 2 to 20.
Maer’s inaugural collection features items manufactured by women-operated factories in Portugal, which specialise in curve-size pattern making.
The co-founders of the brand, Donna Kang and Megan Wall, decided to commit themselves to the idea after gaining years of experience in the design sector of several conventional fashion brands including Timo Weiland, Donna Karan, Michael Kors and Carolina Herrera.
In order to create silhouettes that are flattering on all sizes, all the pieces are fitted on a size 14.
Maer plans to exclusively sell online in the US market at maer.co at a fraction of the cost of designer pieces owing to its direct-to-consumer model. “We are direct to consumer and we’re inclusive sizing, so that in itself is obviously a departure from what we were doing before,” adds Wall. “That in itself is also our biggest message.”
The brand’s first collection, consisting of 16 pieces, was shot at the exquisite Flower Shop in New York City. It was photographed by Emily Soto, styled by Haley Loewenthal and modelled by Yasmin Geurts and Shaughnessy Brown.
In addition to the launch, Maer also produced ‘Trip the Light’, a campaign film to promote the brand. The film was recorded in a confidential location in Lisbon.
Going forward, the duo of designers plans to expand shipping to Europe.