Since the Coronavirus pandemic began and the crisis (health, economic and social) that it has derived, Queen Letizia has been faithful to a clear ‘sartorial’ strategy: repeated looks, ‘low cost’ garments and ‘made in Spain’ design . With the first two he has managed to become the most economical ‘royal’ in Europe (in 2020 she spent seven times less than Charlene from Monaco, for example) and with the third, give visibility to the Spain brand. She did it this summer during her holidays in the Balearic Islands (with dresses by Charo Ruiz and Vintage Ibiza) and, months later, she has done it again with Maksu, a Spanish design artisan firm that shares with Princess Leonor and that is behind the original blouse that Doña Letizia has premiered at the Military Easter, an act in which, curiously, he used to repeat the look.
The first time Maksu entered Zarzuela It was through the wardrobe of Princess Leonor, who debuted a dress with the firm’s paisley print a few weeks ago at the meeting with the Princess of Girona Board of Trustees. Less than a month later it has been the Queen who has fallen in love with the accessible luxury designs of this Spanish design firm and international vocation that was born shortly before the pandemic and that has already conquered influencers homelands such as Tamara Falcó, Paula Echevarría, Ariadne Artiles, Itziar Aguilera, Vanesa Lorenzo or Eugenia Silva. In fact, the Fontana blouse worn by Doña Letizia (154 euros), “a unique and timeless garment that draws attention due to the specialty of its pattern and its fabric,” says the brand’s website, it’s already sold out.
Maksu is defined as a brand of ‘unfashion’, since “we do not follow trends, we create garments with value for today, tomorrow and forever”. Furthermore, they believe that “the wardrobe of the future is based on less quantity and more quality and in special garments that make you dress a lot, with little “; they flee from traditional seasons, they do not follow ephemeral trends because” they are not sustainable “, they do not make sales because, in addition to its digital focus, “we believe that offering the best price from the beginning is the fairest way to treat our customers” and produce in small quantities in order to “guarantee exclusivity and avoid overproduction: this is the true sustainability, which begins with us and ends with you “.
With a Spanish design team that works from its own ‘flagship store’ in the exclusive Calle Lagasca, 50, in Madrid (its creative directors, Virginia Olaso Bilbao and Gabrielle Vivanco Biderbost, come from Hoss Intropia) and with headquarters in Turkey, from Maksu they assure that “we enrich our collection looking for the best of each origin: the Spanish tailoring, the ancestral techniques of the Indian embroidery, the Italian fabrics, the silks, and the hand embroidered point in China” and that “we listen to our clients and we bet on what they really like, to adapt our production to demand in a responsible way. “
Perhaps, in addition to its appealing designs, it has been, precisely, brand philosophy (“You can call us naive, but we prefer that you call us brave. You can also call us crazy, but we prefer equipment. You can even call us fools, but we are dreamers”, they assure from their website) and their garments ‘with a message’ (of responsibility and sustainability ) those who have conquered the Queen and have managed not only to share the brand with her daughter, but also to new clothes after almost five months.