Maya Negri Goes Onlineby Roza Sinaysky | 02.11.15
Maya Negri is one of Israel’s most respected and established designers, with a consistently elegant way of presenting her new collections – this season being no different. She has just launched her first online store and made a huge break-through to the American market. I chatted to the graceful designer about her new venture while trying to find something in the store to fit my petite frame, (Maya please make everything in XS!!! ) Here is what she had to say:
Congratulations on your new website and online store! How was doest it feel to be part of the e-commerce world? What have you learned about it so far?
For the past year and a half, I have been working on setting up my first international e-commerce store, which is now finally launched. I am still learning more about it everyday, but I am excited and can’t wait to learn about how things work. I believe that this is the future of the industry, and I’m just getting stared.
What are the new elements that you added to your designs this season?
Just as in every season we created a new group of fabrics that have been designed especially for the brand, and these fabrics can be seen in many variations in the collection. We recently started creating our own textiles, and this is a very exciting part of the design process. Having our own textiles gives the Maya Negri brand a more personal touch, and a signature to all of our pieces. I guess the answer would be, that the element that was added was that of luxury and exclusivity.
What was your favorite part of shooting your new catalog?
This season I decided not to shoot one campaign, but rather have a few editorial stories instead. These stories will be shot by different artists and photographers, to ensure that every part of the collection is captured. Now with the site and our blog, this gives me a great opportunity to enjoy a more visual communication with my customers, through these platforms I can deliver the Maya Negri message in a much more direct and visual way, on a more constant level.
You recently added some international stores to your stockiest list, tell us about that.
In the last couple of years the brand has made its first steps in the American market, which a huge step for me, and I’m preparing for it with all my heart. It is so incredible to see our designs in big show rooms in New York and the response from local buyers have been so positive. This gives us strength to grow in this hugely competitive market.
What is the first thing you do after you finish designing a new collection? How do you relax?
Usually I take a plane to the other side of the globe, after I finish a collection – I love spending time with my husband and kids. After finishing all my commitments this season, I went to the Burning Man festival in Nevada, it was the perfect way to finish such stressful season!
Can you give us some style tips on how to get the Maya Negri look?
I see my style as very effortless and comfortable, but never compromising on quality. My biggest tip is first of all: feel comfortable with who you are – and your appearance – only then can you put on the clothes!
What influenced you most this season?
I am in a period of growth and new directions, I am doing a few things simultaneously so I think my inspiration lately has been the movement and flow of life.
How do you see the Tel Aviv/Israel fashion scene in comparison to the other countries you travel to?
The Israeli market is obviously small and limited, only when you get to sell in other places do you understand that very clearly. However, I do understand that I am an Israeli designer who lives and works here. I value my local customers so much, they have been so loyal to the brand over the years and that gives me the real sense of belonging, and will to continue do what I have here more than anywhere else.