WHAT WOULD BE YOUR DREAM COLLABORATION SCENARIO?
It would definitely involve Swarovski and a really large scale installation situation so that I could create an Alice in Wonderland world out of sparkles. I’ve always wanted to design a tea set and perfume bottles, so they would need to be represented in this magical land. Imagine an interior where the walls are sprayed with iridescent clusters, so that as light passes along, they change colour as you walk, where there are real objects everywhere, but they are all made out of jewels. Your toothbrush, your shoes, your wardrobe, and your pet goldfish. The opportunity for light refracting inside this magical world would be next level, almost like living inside a kaleidoscope.
There is a science behind shiny things and glitter which links back to your survival instincts which associate them with water. Water is life when you are roaming around a desert trying to survive. So I think this is the reason why so many people feel overwhelmingly happy when presented with super shiny things. Based on this notion, I think it would be amazing to create a small world out of all the shininess, to celebrate this correlation between sparkles and happiness at a really large and intricate scale.
WHAT DO YOU FEEL ARE THE MOST IMPORTANT INGREDIENTS IN BUILDING A BRAND?
I think it’s about having your own story. Starting a brand is a journey, and you need to know who you are and what you’re about in order to sustain and enrich you along the way. I always knew that I wanted to have my own label, but it wasn’t until I had found my niche that I knew I was ready to really start something. People sometimes ask why the label is called ‘MAUDE’—which is awesome because I love being able to tell them the story! It relates so poetically to the creative journey that has taken place in order for this brand to come about. The name was the first piece of the brand puzzle that came to me while I was studying fashion and had to find some inspiration for my lingerie designs in my second year of the course.
My friends and I heard that there was a giant octopus at the aquarium, which sounded pretty inspiring, so off we went to go see it. When we got there, it was totally unromantic, with a fake eye, completely frozen inside this huge confined exhibit. It was quite a sad state of affairs for the octopus. What happened next was that I came across the jellyfish section and stood completely mesmerised, watching these delicate, translucent creatures as they fluidly propelled themselves around this water tank so gracefully. From there I was obsessed and went into a deep jellyfish rabbit hole. While I was in there researching, I came across this book about a woman called Maude who had lived on a small Island in Ireland and was the first person to breed jellyfish and record their life cycle stages. Her name always stuck with me and it seemed like the natural choice for the brand name. The other very essential ingredient would be sheer, unbridled love for what you do. For me, these two are invaluable.