By Sandy Cohen Alpert - Fashion & Lifestyle Editor @littlemiss.sandy
What happens when a pandemic brings a mother and daughter back under one roof? For Maui and Lolita, it sparked the beginning of something extraordinary. During those long quarantine days, what began as casual designing quickly transformed into the birth of Maui X Lolita, a luxury fashion brand now making waves at New York and Paris Fashion Weeks.
Following their NYFW showcase on Sept. 6th - In this candid Q&A, we dive into how they balance their generational perspectives, the unique process behind their latest collection, and what it truly takes to collaborate with family in the fast-paced world of fashion. Welcome to the world of Maui X Lolita—where creativity knows no age and the future of fashion is written in their designs.
SOH: Can you share the story behind how the two of you began designing together?
MxL: I began making clothes for fun, creating pieces for myself and friends, which led to my first brand, Maui Kai Swimwear, in the early 2000s. After archiving the brand, Maui moved to LA for college, but when the pandemic hit in 2020, Maui returned home, where we spent quarantine together. During that time, I started designing again, and we saw the potential to create a luxury brand together. We handled everything ourselves, from design to modeling, and after Maui returned to LA, Maui X Lolita quickly took off, debuting at New York and Paris Fashion Weeks and gaining recognition from major magazines and publications. The company has gone uphill ever since.
SOF: How does your individual design aesthetics complement one another?
MxL: I am the primary designer, whereas Maui handles the overall creative direction of the company from the campaigns to the shows and the overall branding. The most unique part of our duo is our difference in age, allowing us both to bring our generational perspectives on fashion to the company. The majority of Maui X Lolita’s catalog is targeted towards women closer to Lolita’s age, promoting an arsenal of mature yet colorful fashion. There are however many pieces Maui has designed over the years that are geared a bit younger and more Gen Z. Maui X Lolita has something for everyone!
SOF: Being a mother-daughter duo, what are some of the advantages and challenges you face while working together, if any?
MxL: We don’t have issues often, but when we do it’s typically due to our different age perspectives on fashion. When designing, I have more women like me in mind while Maui, when directing, has more women like her in mind. As mentioned in the previous question, we have something for everyone here at MxL. So these issues are always quickly remedied. So in a sense, that challenge of the different perspectives is also our strength.
SOF: What makes your NYFW collection unique, and what message or feeling do you hope to convey through it?
MxL: I designed this collection by imagining what key pieces I would love to have in my dream closet. There is an item for pretty much every event in your life and we feel the MxL woman can appreciate the unique direction that we took to in designing this collection.
SOF: Can you take us through your design process for this collection? What were some of the key elements you focused on?
MxL: This collection focuses on the Fly Girls and Guys who know exactly how fly they are; bold, fearless, and never one to blend in. This 52 piece collection was designed for those who love to make a statement, push boundaries, and have a little fun with their wardrobe. We represented all demographics of the Fly Girl and showed that age does not have to limit your style. For Spring/Summer, we created the ultimate dream closet: vibrant prints, silky satin sets, sleek muted suits, sequin denim, and flirty floral dresses. It’s all about being unapologetically you.
SOF: Were there any particular themes or cultural influences you wanted to incorporate into the collection?
MxL: The main theme of this collection for me was curating my ‘dream closet’. This spring collection was diverse in the fact that it included clothing for several different occasions. We wanted to make sure every woman saw several pieces that were 100% them and intent to buy with purpose.
SOF: What are some standout pieces from the collection, and what do they represent?
MxL: Maui really wanted to make sure we had some pieces for night life incorporated so she’s designed some party wear that the audience really loved. For Lolita she really loved the animal print ruffled skirt set and crop top as well as the brown zebra print mermaid dress. Those take a different spin on resort wear and formal wear.
SOF: How do you navigate creative differences when designing? Do you have any specific roles you stick to?
MxL: As I am the primary designer, I make clothing mostly for my demographic. There have been times where I’ve designed something that Maui didn’t understand, and she came to not only understand, but love it later. The same thing happens in reverse; there are times when Maui designs pieces specifically for her demographic that I don’t understand, but everything always comes together in the end. We trust each other to always do what’s in the best interest for the brand.
SOF: How has your relationship evolved through the process of creating collections together?
MxL: We have grown closer than ever. Maui and I have been best friends for the longest time, but through developing MxL we have come to be successful business partners. It’s the most rewarding thing when you get to follow your passions alongside someone you love.
SOF: What advice would you give other family members who want to collaborate in the fashion industry?
MxL: I would say just to know what you’re getting into. It’s a lot of hard work starting anywhere in the fashion industry, whether that’s with connections or completely from scratch. To maintain a successful company I believe it’s important to already have a great relationship, as that is the foundation for a healthy professional relationship.
SOF: What’s next for your brand after NYFW? Are there any exciting projects on the horizon?
MxL: We are in the midst of planning our FW25 collection and show. The show is unlikely to be in New York, but details cannot yet be revealed. I guess you’ll have to stay tuned!
Photographs by Lauriane Gray
