With its debut eco rainwear collection, the New York-based luxury faux fur brand Maison Atia is venturing into a new market.
This new line of rain garments takes inspiration from the '60s mod aesthetic best emulated by Yves Saint Laurent and Courrèges. Maison Atia reimagines the traditional trench jacket into a playful, pattern-forward, and colorful raincoat. The capsule collection features plenty of polka dots, floral patterns, and bright colors - all chosen to spark a sense of joy amid heavy and dreaded rainfall.
The capsule was carefully designed down to every last detail. Founder Chloe Mendel explains that even the coat linings are imbued with deep meaning as Mendel's mother's vintage jackets inspired them. The raincoats retail for USD 480 and are available online through Maisonatia.
Maison Atia's rainwear collection uses a sustainable zero-waste and local production business model.
Zero-Waste Luxury Rainwear
Maison Atia's Debut Rainwear Line Makes Rainstorms Fun
Trend Themes
1. Eco-friendly Fashion - An opportunity for luxury fashion brands to create eco-friendly clothing made from sustainable materials and production practices to appeal to conscious consumers
2. Colorful Rainwear - Colored rainwear that incorporates patterns is a trend that offers an opportunity for newer fashion brands to differentiate themselves from traditional rainwear lines.
3. Upcycled Fashion - An opportunity for fashion brands to incorporate upcycled materials into their designs, such as Maison Atia's use of vintage jackets for coat linings.
Industry Implications
1. Luxury Fashion - Luxury fashion brands can take advantage of consumers' increased interest in sustainable and eco-friendly clothing by introducing more environmentally friendly pieces.
2. Rainwear - Rainwear is an industry that offers opportunities for experimentation with patterns and colors, as well as incorporating sustainable and eco-friendly materials and production practices.
3. Upcycling - Upcycling is a growing trend in the fashion industry that offers opportunities for creating unique designs while reducing waste and environmental impact.