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Behind the brand: our interview with Maguy de Chadirac

Behind the brand: our interview with Maguy de Chadirac

Written by Katie Byrne

Ever want to know what goes on behind the making of a brand? We spoke to Maguy from luxury loungewear brand, Maguy de Chadirac… 






Grab a well-earned coffee brides-to-be and take five out of planning your big day in order to settle down and read our expert interview with luxury loungewear label designer, Maguy de Chadirac. Her creations are just perfect for wearing the morning of your big day and beyond (making for the most dreamy getting-ready pictures with your bridesmaids)…



#1 Tell us a little bit about where your design story began…


'I grew up in Paris, and graduated from the school of the Chambre Syndicale de la Couture Parisienne, where I graduated in couture and ready-to-wear. I’ve always been interested in detail and fine textiles and I knew that when I graduated I wanted to work with fine hand detailing. My passion for detailing really blossomed when I worked on the John Galliano show for Dior in 2002. For the next twelve years, I worked as a freelance embroidery designer in Couture Houses, including Alexander McQueen and Giles in London.' 



#2 What made you decide to design luxury loungewear?


'After my experience at London Fashion Week 2008 with Estethica, I knew it was time to create my own brand. I designed my first dressing gown with my mum in mind; I am so inspired by her elegance and style; she always wore the most beautiful silk gowns and I had an image of that sophistication in my mind. As my vision for the brand developed, the idea of luxury loungewear was prevalent. It’s about dressing women, not undressing them. When I launched the brand, I was still working as a freelance embroidery designer, but the teddy and dressing gowns were very successful in London and Paris, and the demand has been high so things have really escalated in the last year.' 



#3 Tell us a little more about your lovely Porcelain Powder Jars…


'There is a story and a piece of me in every one of my creations. How my partner sees me as a woman has inspired my porcelain designs, and the de Chadirac name has a long history with porcelain, so it evokes many good memories to me. Each one of my porcelain makeup powder jars and vanity boxes is hand-made and finished with exquisite detailing, including my signature Marabou feathers.' Click here to discover Maguy de Chadirac's Porcelain Powder Jars...



#4 What can brides-to-be expect from Maguy de Chadirac?


'I want every woman who has ever worn one of my designs, to experience something very special. I wanted to create a timeless collection that will last every season. I believe that as women, we need to remember what it feels like to be elegant, and I try to elicit that in every garment, creating a feeling of absolute femininity and the joy of being a woman.Often, it’s the bride-to-be that buys my pieces as a gift to herself and that has led to me working with a few brides to dress them for their wedding, and it is an absolute privilege to be part of their wedding.' 



#5 Talk to us about your SS16 Modern Glamour collection. What did you want to deliver style-wise with this?


'The Modern Glamour Collection is a love story; the story through the eyes of a man to a woman. Modern Glamour is about taking generations of glamour and style and making it our future. My inspiration has been my wonderful partner. He travels a lot but when he’s with me, he makes me see the world in a different way. Each piece for me is about the sheer joy of feeling like a woman. The Modern Glamour collection is in our own peach signature colour, in pure silk dyed and made by hand right here in London. Everything from the material to our shoes and the box they come in are created by hand.'



#6 Describe the Maguy de Chadirac woman to us…


'I want to open doors for women. My designs are for every woman looking for luxury and glamour. It’s for women who love quality and appreciate detail and the way it makes her feel.'


 #7 If you could have any celebrity as the face of the Maguy de Chadirac brand, who would it be and why?


'If I was thinking of a photo shoot I would love to have Dita Von Teese – imagine the fun we could have! With a Maguy de Chadirac woman in mind I would also love to dress Mariah Carey. She’s glamorous, talented and one of the world’s greatest divas.' 



#8 When should Maguy de Chadirac be worn? And how?


'I never design with the bedroom in mind; my designs are worn at cocktail parties and dinners, not hidden away in the bedroom. You can look beautiful and classy and still feel comfortable and confident.' 


#9 If you could collaborate with a brand (be it high-street or designer) which would it be and why?


'We are very happy to be selling in the beautiful boutique, Tallulah in Cross Street, Islington, London. At the moment, so much of my focus has been on production and the new collections that I haven’t even considered collaboration. But on the brand expansion I would like my collections to be in international stores.'  



#10 Break down a regular 9-5pm working day for us at Maguy de Chadirac…what does it entail?


'My working day can be crazy and will often go on until I’m satisfied that everything is perfect; that can mean starting again until I am satisfied that every detail is perfect. I need to be a part of the development, so although my team is incredibly talented, I’m really close to my team and to the work process however long it takes.' 


#11 What are your collections inspired by? Do you get inspiration from the current trends?


'Along with my passion for detailing, my main source of inspiration comes from women's strength and beauty. This inspires me to make clothes that show off these two features and make the wearer feel beautiful. I love the camisoles and teddies from the 1980s, and adore 1930s style.' 


To discover more from Maguy de Chadirac click here


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