MAUDE.
Project 01 - Brand Concept
MAUDE is a Melbourne-based womenswear brand concept grounded in the idea of beginnings and endings.
The concept is inspired by my mother, Angela, who spent over 15 years working as a Garment Technologist. After stepping away from the industry to raise children, despite her experience she later found it difficult to return.
Her story reflects a broader issue: the fashion industry often overlooks those with deep knowledge, while local garment production continues to decline. Today, only 3% of clothing by Australian brands is made locally (Miller, 2025). MAUDE responds to this loss of skill, of craftsmanship and of valuing clothing as a labour of love.
The brand creates space for both emerging creatives and those nearing the end of their careers, encouraging the exchange of knowledge across generations. It is built on collaboration, mentorship and community.
Rooted in a slow fashion approach, MAUDE operates from a small Melbourne studio where each garment is made in-house. The space functions as both workshop and retail environment, centred on thoughtful design, intentional detail and pieces made to last.
A key part of Maude is the studio, which also functions as a retail space. This allows customers to quite literally go behind the curtain and see how their clothes are made. I imagine the space feeling lived-in rather than polished - music playing, coffee cups on the table - serving as a reminder that clothing is made by real people, not factories or systems.
Where Maude differentiates itself is through local, in-house production and a community-led experience. Rather than competing on volume or global reach, Maude competes on transparency, craftsmanship, and human connection.