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MA'AT Fashion: Artists with a clothing line
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Inspired by Egyptian philosophy of life personified by a goddess, MA'AT Fashion has demonstrated on three different runways thus far this season that in Fashionland, there are no rules.
After all, apart from their clothing, skateboarders, slingshots, toy guns, mushroom packs, and eggs, yes eggs, have made cameo appearances during their line's feature spot.
MA'AT Fashion is simple, yet dynamic, and each piece is loaded with history, depth, and philosophical matter to pick your brain: balance, deeds, knowledge of self, truth, logic... to name a few. Good stuff.
Now, put all that "good stuff" on t-shirts, varsity jackets, sweaters, duffle and/or handbags, denim, and sneakers (still in the making) and you get something more: great stuff.
According to co-founders Swain and Ace, the MA'AT brand targets street wise and fashion conscious individuals (think Soho). Yet, their work, as made evident by their runway work this spring is far more versatile- with fabrics and color pallets chic enough to attract 5th Avenue types, but built upon concepts that can attract Wall Street executives.
MA'AT Fashion extends beyond the realm of textiles, as it also has a graphic design component which can be seen in the form of exhibits during runway presentations.
Bottom line, the brand embodies the non-traditional. From the models that represent the label, to Swain and Ace's views on their place in the industry. They say, "We aren't designers; we're artists. We don't know a thing about fashion..."
Perhaps. But, I say, one doesn't need to know what something is in order to assess what it isn't. Or better, yet what it lacks.
I'm just saying.
For more info: MAAT Fashion.
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