Maison Atia, a luxury faux fur brand founded by Chloe Mendel and Gustave Maisonrouge, designs and creates modern faux fur coats and apparel in New York City. Maison Atia disrupts the faux fur industry as a brand that is both zero waste and eco-friendly as well as extremely fashionable: a combination that is unfortunately quite rare in this particular subsect of fashion. Since its inception, Maison Atia has supported PAWS Chicago through its #BuyACoatSaveAPuppy campaign. Among many, notable charitable initiatives, it includes the production of face masks in the wake of the COVID-19 pandemic as well as the #MaisonAtiaHeroesCampaign.

1. What made you decide to make faux fur coats and jackets in particular? How did you settle on this particular niche in fashion?
There was a gap in the marketplace for classic faux fur coats that look and feel glamorous. I saw so much potential in this material and felt it needed an upgrade through the eyes of a furrier - I understand the vernacular of fur. My family comes from a lineage of Russian-Jewish furriers who made coats for the Tzar back in the 1800s. Making coats is a part of my DNA and passion (especially furry ones.) When starting Maison Atia, it was important to keep that level of exquisite craftsmanship and care for making coats like my family did for so many decades, while embracing my values today. I knew I could create faux fur coats that look and feel luxurious, which no one else was doing when we started.

2. What’s your favorite part of making the clothes? What is the most challenging part of designing clothes with faux fur materials?
I am so humbled seeing women wearing our coats by chance when I am outside. It's such a special moment and makes me feel like they have a piece of my heart with them. I honestly don't know which is the most challenging part of creating our collections, every step is equally challenging and exciting.

3. What specific product drop are you most excited about this season? What are your top selling products?
This year we released our first capsule collection called 'MA by Maison Atia'. This was probably the most exciting drop for me because it was our first 100% sustainable collection made of recycled water bottles and plants. The collection ranges from vests to coats in an array of vibrant colors. Being on the forefront of sustainability is quintessential for Maison Atia so this was a special year for our brand. All of our coats are timeless so you can’t go wrong with any coat you chose.

4. What was the process of developing a sustainable faux fur line like? What challenges did you face in terms of design and production? What was the most rewarding part of this project so far?
The only experience I had previously with launching Maison Atia was working in my father, Gilles Mendel's, atelier.

The beginning of Maison Atia involved a lot of research. I had to learn everything from how to work this fabric to where to buy it and how we can develop this material to be as beautiful and luxurious as possible. I didn’t know anything. Gustave, our co-founder/president, actually travelled the world and met with many faux fur manufacturers in person to identify the best quality materials that would translate our vision of excellence. It was a daunting task, but we now have true partners who work with us to develop unique fabrics that make our collections truly special.

5. Tell us about your charitable initiatives, and how they came to be?
PAWS CHICAGO is an incredible organization that has been close to my heart for many years. When launching Maison Atia, it only felt natural to combine my passion for faux fur with my passion with giving a voice to homeless pets, which is how #BuyACoatSaveAPuppy came to fruition. Gustave is also an animal lover, who embraced both the concept and this amazing institution. We decided to make it happen right away. It means a lot to us knowing that every coat sold rescues a homeless pet in North America through our partnership with Paws Chicago.

With the onset of Covid, we launched the #MaisonAtiaHeroes campaign to celebrate the brave women on the frontlines keeping our families safe and healthy during this time of uncertainty. We wanted to thank these heroes with a token of appreciation in the hopes it would brighten their day.

Our design team also found a way to use some excess faux fur to make handmade face masks, with the entire proceeds going to the Metropolitan Hospital in our new East Harlem neighborhood in NYC.

6. How does one go about making a faux fur brand sustainable and zero waste? How do you offset the environmental impact of producing your inventory? What advice would you give to brands that are hoping to transition into being sustainable and zero waste?
You must be willing to take decisions that are not the best financial ones: using overstock fabric to create small accessories feels good but has a real impact on our margins. You need to be committed long term. My advice to those who wish to do it: stay the course, don’t give up. It is for our future and the future of all the children of our planet, we must all do our part.

7. If you weren’t making what you make––faux fur––what would you be making? Do you see your brand branching outside of fashion at all?
I honestly have no idea. I have two little kids, so I suppose I would just be building sandcastles and forts, ha-ha. Maison Atia currently makes home goods like pillows and throws. We have also partnered with great brands like KOIO and created a limited-edition sneaker. And the Baccarat hotel where we customized chairs for their grand salon. Maison Atia is a lifestyle.

8. What advice would you give to a young person just starting out hoping to make his or her mark in the fashion industry?
Don’t be afraid to ask for help and take advice from as many experienced people as you can get.

9. What is most visually inspiring to you right now?
I have always found being in nature to be most inspiring and balancing.

10. What is your motto in life?
Hmm, let me think about that. I suppose: ‘Don’t take anything too seriously,’ ‘Always be grateful,’ and ‘Compassion and love always.’

11. Instagram?
@maisonatia

Article by Alison Hernon, Editor-In-Chief, PhotoBook Magazine

Style With A Cause highlights designers who support a cause such as sustainability, charities, and fair trade.

Zero Waste & Eco Friendly In A Fashionable Way Is The Luxury Faux Fur Brand: Maison Atia

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