May 12, 2023
Womenswear label Maje is keen to support emerging artistic talent. The Parisian label, founded by Judith Milgrom in 1998 and led since March by Elina Kousourna, Fursac’s former CEO, has launched ‘Maje Up Front’, a programme designed to assist young creatives.
The programme is an exclusive annual partnership between Maje and selected upcoming talents, to bolster their creativity. For the initiative’s first edition, Maje is giving carte blanche to Iranian-Austrian singer and songwriter Sofie Royer.
The label has supported the California-born artist, who now lives in Vienna, in producing the video clip of her latest single, ‘Mio/One Million’, a track with a buoyant mood composed especially for this collaboration, which extends from music to visuals.
Royer, a multidisciplinary artist inspired by pop and active in theatre as well as music, has in fact been lensed wearing various items from Maje’s new summer capsule collection, called ‘Miss Sunset’. The collection features casual city outfits and chic, laid-back beach looks, with prices ranging between €155 and €455.
In the video clip, released worldwide online on Wednesday May 10, Royer is wearing a bare-back lemon-yellow dress, a cotton set with a hibiscus print, and an openwork swimsuit with geometric lines, decorated with golden pearls.
Affordable luxury label Maje, which is part of the SMCP group (which also owns Sandro, Claudie Pierlot and Fursac) is present in 40 countries with a network of 620 stores. It is one of the flagship brands of the group, which doubled its net profit in 2022 to reach €51 million, with a revenue of €1.2 billion.
Copyright © 2023 FashionNetwork.com All rights reserved.