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Distinctive florals, adorable broaches, the perfect twinset. These are just a few of the quirky characteristics that stitch together one of Brisbane’s favourite labels, Maiocchi. Just over a decade ago, Deanne Mayocchi combined the need for the perfect dress with her passion for fashion – and created a label that ended the infinite search for flattering and functional pieces. Deanne has continued to design with a fundamental wish in mind, “if we could wave a magic wand, it would be our greatest wish for ladies from all over the land to feel utterly fabulous in our dresses.”

It is this love for her label and her clients that has seen the continuing success for Maiocchi – now with three boutiques in Brisbane, over 60 stockists Australia wide and a thriving online store. Proudly designed and made locally in Brisbane, Maiocchi also took the recent Emerge Australia Fashion Precinct by storm, closing the show with a memorable display of the latest collection to a sell out audience.

After establishing a distinctive identity in the fashion industry over the past decade, 2014 has welcomed exciting changes and a fabulous new phase of branding for Maiocchi – recently unveiled at an invite-only High Tea at the Paddington store. As long time fans of the label and supporters of all things locally made, we were honored as guests to catch the first glimpse of the new collection, ‘Kiss and Tell’ on July 22nd.

We were greeted with bubbles, watermelon punch, scrumptious treats and cupcakes – all decorated with Maiocchi’s philosophies and mantra quotes, ‘Today is the day’ and ‘Hello beautiful’.  Cupcakes, compliments and a new collection, Maiocchi has always known the way to woman’s heart.

‘Kiss and Tell’ is full of must-have pieces, fresh prints, intricate details and the flattering and flowing dresses that Maiocchi has always perfected. I wasn’t alone with my impression of the new collection either; I was mingling with a room full of likeminded fashionistas. One of best facets of the brand is Deanne’s dedication to her customers and having her take the time to explain the new philosophy and rebranding was a true testament to her passion. “Not to worry,”she reassured me, “Maiocchi will be more-Maiocchi than ever!”

After watching a short inspiring clip to explain the new mottos, I understood the importance of the idea of self-worth and its relationship with fashion, something that Maiocchi is positively changing. We all know the perils of emotional shopping and those days combatting with wobble woes – Deanne is somewhat of a fashion crusader on a mission to change the way women can sometimes undervalue their self-worth and their bodies. Maiocchi’s mottos stand for a sense of confidence, being true to yourself and being comfortable with who you are what you wear. ‘Today is the day’ is all about not holding back and living every day to the fullest – something that we all tend to take for granted. 

To support the label’s passions, they’ve also undergone a rebrand, working with Melbourne based illustrator, Sasha Heath for the design. The collaboration has resulted in a beautifully detailed and feminine new logo, new swing tags and new bag art, reflecting the true ethos of the brand.

I walked away feeling very inspired by the amazing work of Deanne and her team. Throughout the rebranding process, Maiocchi has maintained to hold onto its magnetic spirit and the goals that saw its inception over a decade ago – no wonder it is one of Brisbane’s best labels. Visit http://www.maiocchi.com.au

The Fashion Advocate x 

 

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