There's something infectious about Durban fashion designer Maxine Muller's demeanour. She's in love with fashion, passionate about her work and unshakable in her motive and what she stands for; both as a person and as her brand Girl On Your Mind.
For Muller, slow fashion and making conscious choices are at the centre of her brand. “I've always been passionate about the environment,” she said.
Working for a Durban designer made her aware of the waste and environmental impact of the fashion industry.
“The amount of fabric waste and offcuts that end up in landfills is shocking,” she added.
This moved her to lean toward creating smaller collections that last longer and have a lower environmental impact.
“It's not only about creating beautiful garments but also promoting sustainability, ethical production, and timeless design.”
Girl On Your Mind stands for these thoughtful choices. Muller oversees every step of the production process.
“I know where my fabric comes from, how much is being used, and where the offcuts go. It's important to me that everything is local and that I can track the entire process.”
For Muller, slow fashion is also about supporting local businesses and making garments that are more classic in nature and last well beyond a season. She uses linen because of its natural feel and organic properties.
Bu hikaye The Citizen dergisinin October 09, 2024 sayısından alınmıştır.
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Bu hikaye The Citizen dergisinin October 09, 2024 sayısından alınmıştır.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
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