Mara Hoffman does a soft relaunch
The New York designer shifts her line to a more sustainable production
I’ve known the New York designer Mara Hoffman for her vibrant prints – mostly of her swimwear line – and always found them a bit bold for my taste. But now the designer has shifted the focus of her line and the results are great. For the second season now she is focussing on a more sustainable production and has decided to make clothes “you can wear and wear and wear”, as she puts it.
She has grown tired of the fast fashion system and the way it drains the planet and its people of its resources. Realizing that she herself wear vintage fashion mostly and how she enjoyed the “worn” feel of those she’s opted to re-evaluate her own collection as well. Now she sources fabrics that are Oeko-Tex® 100 certified, come from recycled plastic bottles or are GOTS-certified – read more on this in our brand new brand portrait.
She’s also developed a more subtle design language and has replaced her gaudy prints with a still vibrant more refined use of color. All of her designs are utterly wearable whether it’s a simple silk slipdress like the one from her recent fall collection or a white shirtdress made of organic cotton jacquard from Japan – from this summers’ collection – or the powder blue–striped slip dress and cropped trousers that were made by an all-women weaving group in India.