My Favourite Fashion Brand – Maison Cléo

Maison Cléo

Maison Cléo is a French slow fashion business. The brand is run by a mother and daughter and took off through the popularity of one of the founder’s Instagrams, Maria was posting clothes made for her by her mother, and then the brand was launched through her own social media through the demand of her followers. However, one thing that Maison Cléo does is publicise their transparency, they mainly use deadstock materials and as a result are only able to produce limited numbers of their garments, creating both a more ethical and a more exclusive brand image. 

As well as their environmentally friendly standpoint, Maison Cléo interprets a traditional French style in a modernised way, puffy shoulders and exaggerated collars are paired with sheer lace, a French icon, as well as traditional shapes styles with suggestive bows, their modern interpretation of such classic style has amassed them a cult following online.

Their motto “F*** Fast Fashion” encapsulates the growing change and awareness of the fashion industry and the importance of being ethical to win over customers in 2023. Maison Cléo financial transparency, they share their production costs online with customers giving the power to the consumer to make an informed decision on who to spend their money on is another one of their attempts at transparency. They are one of my favourite bands due to their unique approach to sustainability for a business their size, They now keep a small stock level on net-a-porter, and they are willing to sacrifice fast growth to protect their image and integrity. Their designs and their business model are why they have been able to amass a cult following including myself.