Four years ago, Maggie Hewitt of Maggie Marilyn decided to shift the focus of his business to direct-to-consumer. At the time, she felt she needed to spend some time relocating herself and her brand, and developed quickly after being included in the LVMH Award in 2017 just two years after her establishment. “We have been getting closer to customers over the past few years to understand how to meet their needs, perfect the right state and understand which fabrication will be truly durable and stand the test of time in the closet,” she explained in her showroom in Sydney.
Now, her 2026 resort series is back in the wholesale world. “We don’t have these insights when we don’t have direct-to-consumer business, so I think we’ve had a bigger success for[the world]. While there are a lot of things going on in tariffs and everything else, I feel like we feel we have the right knowledge to make these partnerships really successful.”
Her lineup this season is definitely more feminine than previous series, with the shirt collars and skateboard trim being ruffled, most cleverly on the hem of a simple Polo sweater dress. Unexpectedly, the shell print was inspired by her memories of growing up in the Bay of Islands along the coast of New Zealand. “I’ve been collecting shells since I was a kid, and now when I take my little boy Ralph home, see everything through his eyes, collect the shells together and teach him everything…it’s so special.” Her watercolor shells are shades of pink and brown, a trendy flavour of classic women’s summer flowers, in stark contrast to the bold striped work in the “Napoli Ice Cream” palette.
Elsewhere, football sweaters and windbreakers were inspired by works that reminded her father of the round-shaped products. “I think since becoming a mom and seeing everything through new eyes, I’ve found a playfulness and never forget the joy of wearing clothes,” Hewitt continued. “I think if you know how clothes are created, it comes from this place of integrity – we still have complete supply chain transparency, we have every layer of the supply chain, whether it’s our farmers, growers, fabric mills or factories.
