Maje comes knocking on the door of luxury

By

Anaïs Lerévérend

Published
Mar 2, 2014

Maje Paris, such is the new name selected by Maje management for its new project, a line with its own visual identity, its own ad campaign and especially its own well-defined segment: entry-level luxury.

The small collection of some forty pieces will launch for autumn-winter 2014 and go on sale in early September in a very select group of the brand's stores. Store exclusivity is part of Maje Paris' aim to offer a certain exclusivity to those clients who do not want to see their outfits on someone else. The price tag twice or three times higher than the brand's main collection adds to the effect.

The press and buyers got their first look at Maje Paris during Paris Fashion Week on Sunday, March 2. The line presented jackets, coats, dresses and jeans, but also a few accessories (belts, shoes, bags). They stand apart from the current standard Maje line for their new sourcing, more elaborate finishing and high-quality materials.

The items use silk, cashmere, fur, leather, hand embroidery, which obviously raises the price: a dress costs nearly 1000 euros on average, a shirt 550 euros and a coat is 1300 euros.

The line is designed by creative director Judith Milgrom as the ideal wardrobe for day or night and is expected to be available in some twenty stores for the first season.

These include mainly Maje flagships such as Madrid, Dubai, and of course, their newest locations in Paris: rue Scribe, rue de Grenelle and especially the Champs-Elysées.

Some department stores might also carry the new line, but only in special Maje Paris corners situated in more upscale sections.

Yves Benoliel, head of marketing and brand communication for the SMCP Group, said: "Careful, we are not trying to do luxury — we are simply responding to the demand of a more refined clientele."

Nevertheless, the line's suppliers and manufacturers are all from the luxury industry and predominantly French.