Mahaud
/Show Day
September 18, 2023
/Social Media
Mahaud is Mathilde Covelli's new take on fashion.
Mathilde carries with her the questions of a young generation perceptive about ecological and societal issues, and above all the desire to act in a responsible way. Combined with a strong entrepreneurial spirit and a diploma from the Institut Français de la Mode, it gave birth to Mahaud in 2021.
In an innovation-focused environment, Mahaud highlights a conviction: fashion can be virtuous. This idea defines the brand's identity, which is based on upcycling, or how to make new out of old! To achieve this, Mathilde works with top-quality partners, Royalties Paris, a socks company promoting know-how, made in France, and sustainability/reuse values.
If you don't know how Mahaud works, let us explain! Common and ordinary, socks are part of our daily lives; but that also makes them solid, abundant and universal allies. Especially for this new collection, we also introduced upcycled tights. This is where we find our raw material, which will ultimately become a trendy and, above all, ethical fashion object in our ultra-contemporary silhouette collections.
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What inspired you to create Mahaud?
The brand was created from a desire to respond to the environmental and social challenges of the fashion industry. After studying at the Institut Français de la Mode, Mathilde Covelli launched the brand in 2021 with the belief that fashion can be both responsible and innovative.
How would you describe your design style?
The designs are contemporary, elegant, and avant garde, with a strong focus on sustainability. Unexpected materials such as unsold socks and tights are transformed into high end garments while maintaining distinctive silhouettes and a refined aesthetic.
What can people expect from your collection?
The Audentis collection presented at Vancouver Fashion Week explores audacity, femininity, and freedom. Contrasts and transparency are used to reveal or suggest the shape of the body, while upcycled socks and tights are transformed into contemporary garments.
Why do you use unsold socks and tights in your designs?
Unsold socks and tights provide an opportunity to give existing materials a new purpose instead of letting them go unused. By transforming these materials into new garments, the design process combines upcycling with French craftsmanship and local production.
What inspired the Audentis collection?
Audentis comes from the Latin verb audere, meaning “to dare.” The collection explores the idea of daring to be different, try something new, and take action, while presenting women as powerful, sexy, elegant, and playful.