The Dutch womenswear label’s luxurious fabrics, knitwear and contemporary, asymmetric cuts have caught the attention of UK buyers.
H aving made its UK debut in iconic London indie Browns Focus, contemporary womenswear brand Madé is exciting UK buyers with its draped silk dresses, satin trousers and signature layering look for spring 11.
Madé was founded in the Netherlands by Brazilian-born designer Miriam Flores in 2005, and quickly made an impression among high-end Dutch boutiques such as Zondag in Amsterdam and Luka Fraza in Hilversum.
It was a tip-off from a friend that led former Browns Focus buyer Jemma Dyas to discover Madé and bring it to the UK via the directional London indie for autumn 09. The exposure from Browns Focus gave the brand a perfect entry point into the UK.
Fast-forward to spring 11 and the brand has secured eight UK stockists following its debut at the Exhibition at London Fashion Week in September.
Fashion agency Leap Fashion also saw the brand’s potential and became its agent in autumn 10. Owner Sarah Newton is convinced the spring 11 collection will help the label hit its UK distribution target of 30 stores by autumn 11. The draped silk dresses, satin trousers and layering pieces, such as asymmetric jersey tops and long cotton shirts, all stand out for next season.
Newton says: “We hear a lot about the cut of the trousers - Dutch brands are renowned for being too long in the leg, but we hear good feedback on the length and fit of Madé.”
Newton is hoping to add indie Cricket in Liverpool and mini-chain Anna, whose store portfolio includes shops in London and Norfolk, along with department stores Harrods and Harvey Nichols, to the portfolio of stockists.
She is also looking at exhibiting the brand, pieces from which range from £40 for a basic top to £500 for a leather jacket, in the Elite section at womenswear trade show Pure next season. “The Exhibition [at London Fashion Week] isn’t a buyer’s show, but it’s great for PR,” she says.
Newton cites womenswear brands Humanoid and Metalicus as the ideal brand adjacencies to Madé, along with See by Chloé and Vivienne Westwood Anglomania. At the lower price range, American Vintage fits well.
Kellie Granger, director of womenswear indie Coco Blue in Taunton, is reordering the brand for spring 11 after a successful introduction in autumn 10.
“The neutral colour palette caught my eye, as did the textures, such as the Mongolian fur gilet and the waffle-knit cardigan,” says Granger. “We’ve bought across the range, including belts and bags, but have concentrated on knitwear. It sits alongside Bolongaro Trevor and Vivienne Westwood Anglomania within the store.”
Along with key independents and department stores, Newton is keen to get etailer Asos on board for autumn 11 and, with Madé’s champion Dyas now working at the etailer as a fashion scout for its Marketplace section - which champions independent brands - this could soon become a reality.
Madé 01803 840183