Maison the Faux Encourages You to Celebrate Self-Love Through Marriage

Maison the Faux Encourages You to Celebrate Self-Love Through Marriage

Like many leaders in the fashion industry today, Maison the Faux has adapted its approach to navigate an ever-changing landscape where definitive answers are hard to come by. The Amsterdam-based brand had firmly established itself as a pioneer of avant-garde style in the Netherlands. However, in 2019, it chose to step back from the demanding cycle of fashion weeks and the constant pressure to produce new collections.

Co-founders Joris Suk and Tessa DeBoer redirected their creative focus towards treating fashion as a "performance discipline" instead of merely a "product discipline." This shift allowed them to craft works that function as art installations rather than traditional ready-to-wear garments. As they shared with PAPER, the desire to re-engage with fashion eventually returned, leading them to introduce a capsule bridal collection that marks a fresh, boutique approach for Maison the Faux?.

The comeback collection from Maison the Faux features four distinct looks that highlight various bridal clichés, including the wedding dress, lingerie, reception attire, and a playful morning-after hangover outfit. The brand emphasizes its signature maximalist and deconstructed style, incorporating recurring design elements like 3D printing, corsetry, and lacing throughout the pieces. Titled "I Love Me More," this collection aims to deconstruct the traditional heteronormative institution of marriage while promoting the message of self-love above all?.

The campaign was photographed by Dutch photographer Sophia Mulder, showcasing Maison the Faux's striking blonde "ego-maniacal bride" amidst vibrant pink floral settings. The designers remarked, “In the past, we focused on breaking rules, but now we're creating our own.” They emphasized that fashion is inherently unpredictable and ever-evolving. As a small company, they've learned the importance of trusting their instincts and pursuing what feels right in their creative journey?.

This marks your first collection as Maison the Faux in a while. What prompted the break?

In 2019, we presented our last collection at Amsterdam Fashion Week after numerous shows in Amsterdam, New York City, and Los Angeles. The relentless cycle of fashion weeks and the pressure to constantly create collections left us feeling artistically drained and unfulfilled. While we enjoyed the process of crafting collections and developing concepts, the fast-paced environment and minimal returns typical for niche brands became unsustainable for us.

We made the significant decision to step away from the fashion week grind and explore fashion on our own terms. Known for our theatrical shows and performances, we’ve always been drawn to the fantasy that fashion represents rather than just the products themselves.

What have you been doing during your time away from traditional fashion?

Alongside developing our collections, we took on roles as costume designers and scenographers for various theater productions. This experience inspired us to remove fashion from the confines of fashion weeks and approach it as a performance discipline rather than merely a product-focused one. Our goal became to explore what fashion can be as an art form, prioritizing the experience of fashion over consumption. Last year, this vision culminated in a major performance installation called TIMELESSTIME at MU Hybrid Art House in the Netherlands, which attracted over 30,000 visitors during Dutch Design Week. We plan to create more of these artistic productions in the future?.

What inspired you to create this collection?

While we've been designing garments since stepping away from fashion weeks, this is our first true "real" collection. We needed some time and distance to reflect on our work. Eventually, the desire to dive back into fashion returned naturally. As passionate fashion lovers, we realized that stepping back allowed us to reignite our excitement and discover fresh perspectives. Moving forward, we plan to release concept capsule collections exclusively through our Boutique, with pieces that may stand alone or connect to our performance art. This way, the looks our performers wear will also be available for our audience to enjoy.

What was the inspiration behind this particular capsule, especially regarding weddings?

From the outset, Maison the Faux has enjoyed playing with fashion clichés, and the concept of the bride is a quintessential example of this. Traditionally, the bride serves as the final look in a fashion show, symbolizing a grand conclusion. We saw this as a playful way to restart our journey—beginning at the end. Additionally, we appreciate the kitsch and aesthetics associated with weddings, but we also recognize that the institution of marriage tends to be quite traditional and heteronormative. With our collection titled "I Love Me More," we aimed to reclaim this narrative, crafting a story centered around independence. We envision people using this collection to celebrate marrying themselves?.

What elements from Maison the Faux's past are evident in this collection, and how are you introducing a new perspective?

The collection retains our hallmark maximalist, deconstructed style, incorporating familiar design elements like 3D printing, corsetry, and lacing. While we drew on our previous work, we also elevated the craftsmanship of the garments. With only four looks in this collection, we had the opportunity to invest the time and attention each piece deserves. Without the constraints of a fashion week deadline, we were able to establish our own timeline. Collaboration remains a core value of Maison the Faux, and this collection features partnerships with some of our favorite artists. For example, Carol Civre created the frosting print seen on several pieces, while Esmay Wagemans designed the unique silicone frosting shoes.

You've shifted to a boutique model with small capsule drops. Why do you believe this is the right approach in today's fashion landscape?

Previously, our focus was on breaking existing rules, but now we are dedicated to creating our own. The fashion industry is constantly evolving, and as a small brand, we've learned the importance of listening to our instincts and following what feels right. In the past, participating in fashion weeks and adhering to showroom schedules was crucial. However, the landscape has changed, and so have we. Our boutique operates on a made-to-order basis, which helps us avoid overproduction and focus on quality, all while maintaining our creative sanity?.