We recently had the incredible opportunity to showcase our designs at VAMFF Shop the Runway. Amazing as it was, this turned up the pressure to complete our latest creation, The Diamond Clutch in time to be showcased. Being an epic time optimist, I never could have foreseen that each of these creations would take a whole nine hours of hand beading per piece, to create. Then there was all of the embellishing and hardware to install, which meant that the designs were completed just in time to feature amidst our most exciting Pop Up space yet.
The downside to having completed these at the 11th hour meant that these highly crafted creations were left without a photo shoot to grant justice to their 10+ hours worth of craft(wo)manship.
If you are new to the brand, or if by chance you have missed all the ocean spam which populates our Instagram stories, you might not know about our creative core. MAUDE is an inspired inception shaped holistically by a complete love and fascination for the rolling iridescent wet that laps along the coast, home to the most fascinating and beautiful of creatures. With this at the heart of everything that we do, it seemed fitting to take these new MAUDE clutch formations back to the beach to make some visual magic.
Shooting at sunset, we had some clever ideas for how we could make these designs sparkle against such a competitive backdrop of beauty. But in the end, it was the simplest of concepts which worked the best.
The concept behind this new style marries two existing MAUDE elements, the Diamond bag shape which represents our love of all things shiny through the icon of shinyness; and the desire to create texture, dimension and curiosity through different embellishments in their myriad of forms. For us, the saying ‘More is more’ is something we believe in, but equally as important is a collection needing to also be cohesive and precious in its final resolve.
Coming soon is the next iteration of the Diamond Clutch.
