Marie Maro, creator who gives herself: “When I try to be less sexual and think I’m appealing to a different audience, the posts don’t work well”

He is of course wearing a white shirt. Also, open up her cleavage. While she’s signed off on this mildly exhibitionist gimmick on her Instagram account — her breasts are clearly visible, even in close-up shots — she sometimes finds it hard to get away from it. “When I try to be less sexual, I think I attract a different audience, the posts don’t work,” He said with a fake sorry smile. Since 2014, this is a classic women’s shirt that Marie Maro has reinterpreted at her leisure, to the point where it has become the only item for sale under her label. With his deep voice, he gives up for a moment the idea of ​​stepping outside this archetypal garb. “I already want to put my shirts in a sustainable way, to keep customers and attract new ones. »

However consistent, this unequivocal approach is rare. Because capitalism is designed in such a way that the same pattern is reproduced in fashion. As soon as a brand is created by specializing in a product for which it gains legitimacy, it begins to conquer due to the desire to spread its offer to other things, somewhat reducing its goals, but responding to the basic need of this industry. Shows full silhouettes. Now we find skirts and trousers in Alice Balas, who launched biker jackets in 2014, jeans and swimwear in Alexandra Golovanoff, whose expertise is in small cashmere sweaters since 2016.

Marie Maro, she carries her line. In the early days, it offered clutches, hats and beanies. But after he turned to the shirt that he is “passionate” He ignored the rest from his youth. Moreover, he has a terrible shirt. His personal wardrobe, in his Left Bank apartment, consists of“About 200 shirts” on hangers. But never anything eccentric. “At most, orange and white stripes, Italian chic. » And especially many Levi’s denim shirts, Ralph Lauren or even old Brooks Brothers models in cotton and linen, ironed…

A completely digital shift

Marie Maro seduces her audience with effective verbal and her hedonistic Instagram posts in the dolce vita way (fashionable cars, great wines, sunny terraces) or friendly clans (MM shirt with many portraits of the Maison’s friends, from the American make-up artist Gucci Westman to the French novelist Anna Berest). “Even though 30-45 year olds make up the majority of my customers, the brand has become quite intergenerational. And if the city dwellers dominate, I sell even in very small towns deep in America. ” He explains, relying on statistics calculated by his users on Instagram and on his site, the only sales channels.