Behind the model: Selin Aksu of MAKSU

It’s solely been within the UK since 2024, however already it looks like MAKSU, with its vibrant patterns and smooth silhouettes, is the model all of the It women are reaching for this season. Creative director Selin Aksu describes MAKSU as “feminine, poetic, and timeless” – traits that function her North Star when constructing the model’s story and the expertise she needs prospects to have with it. “Sometimes that can be through an image, a store detail, a soundtrack, or even the way a collection is presented,” she defined. 

Aksu did a level in Styling and Creative Direction in London, an expertise she says enabled her to “explore fashion from a more visual and creative perspective.” Born in Spain because the brainchild of her father, Turkish entrepreneur Mehmet Aksu, MAKSU now has a flagship retailer in Mayfair and one other which opened on the Kings Road earlier this 12 months.

Their new summer time items embrace clothes made in top-tier Italian linen, breezy cotton clothes with hand embroidered floral designs, and pure silk items in eye-catching shades. “We are very aware of the MAKSU woman and how she wants to feel in the clothes. So even when we experiment with silhouettes, prints, or textures, we still want the collections to feel effortless, feminine, and wearable. I think consistency in emotion is more important than consistency in aesthetic formulas,” she defined.

Though Aksu is happy with the model’s seasonless ethos, she believes the hotter months are when her imaginative and prescient actually involves life. “Our summer collections are always my favourite because they allow us to be more playful and creative. We love working with prints, colours, textures, and different shapes – there is just something more emotional and free about designing for summer,” she mentioned. 

In this version of Behind the Brand, LLM author Ina Yulo Stuve speaks to Aksu about why she steers away from chasing developments and the way MAKSU’s buyer engagement technique has constructed a loyal flock of followers.

Did you all the time need to work in trend? What has your profession journey seemed like to date?

I’ve grown up round trend for so long as I can bear in mind, so in some ways it all the time felt very pure to me. Some of my earliest reminiscences are from spending time across the manufacturing facility, watching the machines, materials, and fittings taking place round me. Even earlier than understanding the enterprise facet, I used to be fascinated by how an thought might slowly flip right into a completed piece.

I nonetheless really feel like I’m on the very starting of my profession, which is definitely thrilling for me as a result of I be taught one thing new day-after-day. Being concerned in a rising model permits me to consistently be taught, each creatively and personally.

Could you inform me extra about your position at MAKSU and what it entails?

I’m concerned in many alternative areas of the model, however my foremost focus is unquestionably the artistic facet of MAKSU. I work intently on campaigns, shoots, social media, visible path, and assortment choice.

How does your father’s manufacturing background contribute to the expertise and high quality that MAKSU is ready to supply your shoppers?

I believe it offers MAKSU a really sturdy basis as a result of all the pieces begins with product and craftsmanship. Coming from a producing background, there’s a deep understanding of materials, development, match, and high quality management behind the model.

Sometimes in trend, manufacturers focus solely on the picture, however for us, the product itself has all the time been equally necessary. We spend loads of time perfecting how a garment feels on the physique, how a cloth strikes, or how sure finishes quietly elevate a bit. That background additionally offers us a extra trustworthy relationship with manufacturing as a result of we’re very linked to the manufacturing course of – it permits us to method design with each creativity and technical understanding on the identical time.

Fashion is an extremely aggressive house to be in – relating to designing collections, what’s your course of for constantly innovating whereas staying true to your model ethos?

For us, innovation is just not actually about chasing developments aggressively. It is extra about evolving naturally whereas protecting the emotional identification of the model intact. We all the time begin from a sense, an environment, or a reference somewhat than from ‘what is trending’. Sometimes inspiration can come from artwork, interiors, structure, pictures, or perhaps a color mixture we come throughout whereas travelling.

How do you incorporate your Turkish background into your designs?

I believe it seems in a refined and emotional method somewhat than as one thing very literal. Turkish tradition has such richness relating to craftsmanship, color, texture, and appreciation for element, and I consider that naturally influences the model. Sometimes it may be seen in ornamental particulars, artisanal parts, or sure silhouettes however it’s all the time interpreted in a extra fashionable and refined method. It is extra about carrying that cultural sensitivity and heat into the collections naturally.

Tell me extra about your newest assortment and the hero items you’re enthusiastic about.

This season feels particularly vibrant and female. We centered rather a lot on items that really feel easy however nonetheless have a powerful visible identification. Personally, I do know I will likely be dwelling in our matching units all summer time. They really feel straightforward, stylish and versatile on the identical time, which I believe actually displays the spirit of the gathering. I positively assume the matching units will turn out to be one of many spotlight items of the season as a result of they make ladies really feel put collectively in a really pure and relaxed method.

What’s subsequent for MAKSU?

Right now, we’re centered on rising internationally in a really thought-about and natural method whereas defending the identification of the model. For us, progress is just not solely about opening extra areas, however about constructing a stronger emotional universe round MAKSU. We need to proceed evolving creatively, reaching new markets, and creating experiences that really feel private to our group. At the identical time, sustaining a way of exclusivity and authenticity is essential to us. I believe the aim is for MAKSU to proceed rising with out dropping the intimacy and emotional connection that made folks fall in love with the model within the first place.

Factbox

MAKSU

Address: 96 King’s Rd, London SW3 4TZ, United Kingdom
Phone: 07748 502089
Website: shopmaksu.com
Instagram: @maksuonline