Maiyet happens to have all the qualities I’d look for in a modern luxury label: gorgeous, stand-out clothes but also a philosophy and purpose that goes beyond luxury. Maiyet outlines their mission as “celebrating rare artisanal skills from unexpected places around the world” and introducing them to the fashion world, via their beautiful designs. As far as I can tell, this isn’t a token effort to tick the ethical box – Maiyet has entered into a strategic partnership with Nest, a nonprofit dedicated to training and developing artisan businesses in the places that need it the most.
This label also does a good line in atmospheric campaign images, craftsmanship videos and a perfect selection of ethereally beautiful models. They know their brand and they know who their audience is (that would be me, but richer).
Anyway, once you see the clothes you’ll probably forget about the worthy back-story for a moment and instead focus your energies on how on earth you get your hands on one of these beauties. Right now, they aren’t widely available in the UK (only net-a-porter and Selfridges from what I can see) but this is set to change next year. Ultimately, it is this desirability that signals real success for Maiyet.