In today's fashion and retail landscape, it's rare to come across something like Mayle that - without any real business plan or marketing efforts or financial backing - becomes one of the coolest, most sought-after fashion brands around, almost immediately. The longchamp outlet appeal of Jane Mayle's feminine, subtly vintage-inspired designs, and the store on New York's Elizabeth Street out of which they were sold from 1999 to 2008, is tough to put into words. But it inspired an obsession among low-key celebrities, like Sofia Coppola, Kirsten Dunst and Maggie Gyllenhaal, fashion girls, and the http://www.replicahermes.co.uk first editors of this very website, who wrote about the brand frequently and enthusiastically. Much of the brand's success seems to owe to the fact that Mayle, a London-born former model, never considered herself a fashion designer in the traditional sense and, admittedly, barely knew what she was doing when she opened the store with her then-boyfriend in 1997. As it grew and evolved, Mayle never lost an ounce of that ray ban replica authentic feel through to the day she shuttered it in 2008. Eight years later and thanks to a couple of longtime devotees, Mayle is back with a more grown-up aesthetic - and name; it's now Maison Mayle - a business partner, and Barneys as an exclusive launch partner. We caught up with the cheap ugg boots designer about how she honed her aesthetic, built a brand on little more than intuition and attracted a cult following, why she needed to "take a breather" from it, and the process of starting over in a very different fashion landscape.
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