For retailers looking for the next big thing in womenswear, Madness is a breath of fresh air this a/w 18. Holistically sustainable and wonderfully bright, it’s the sanest choice for the new season, as brand manager Peer Meyer explains.
Q: What sets Madness aside from its counterparts?
A: Our unique selling point is that we are holistically sustainable, and certified by the Global Organic Textile Standard. The brand is founded on values but, more importantly, it is a timeless collection of casual shapes and wonderfully bright harmonious colours and prints.
Q: Who does the brand appeal to on a consumer level?
A: The Madness woman has a strong sense of self-esteem, and is at the prime of her life at the age of 30 to 50. She goes through life with a great sense of awareness, social welfare and the beauty of our environment, and that is reflected in her clothing choices.
Q: How has the brand evolved into what it is today?
A: Madness was established in 1994 in the south of Hamburg by my father Matthias Warnke. The brand was founded on three key values; human first, the deference to our environment and honesty. Those intrinsic values have led to us becoming holistically sustainable; we know every aspect of our supply chain personally, and we cherish our ongoing relationships with our partners all over the world. Our last project for example was sourcing our wool directly from a unique farm in New Zealand owned by a couple called Wendy and Philip Wearing. Because of that, we can tell our customers that we know the exact sheep from which our high quality Merino wool is derived.
Q: Why is now the right time to expand into the UK?
A: We had some business contacts in the UK & Ireland a few years ago, but we decided to focus on the central European market. Since then, we have found out from our business contacts that Moda Woman would be a great platform from which to showcase our collection so, on our second approach to developing within the UK market, we are focusing on spreading timeless and ecological fashion around Great Britain and Ireland.
Q: Why should visitors to the show get to know the Madness brand?
A: Primarily because our label is well-known for letting people feel comfortable in flattering shapes and sizes. However, Madness is also a chance get in touch with a latent market that has huge potential; the market of customers committed to sustainable living. Such consumers are mostly well-known for becoming grateful and steady customers.
Q: What are the key styles within your a/w 18 collection?
A: Our biggest statement goes beyond specific styles. Customers will feel placed right in the middle of our stories Faded Winter Garden, Fairy Tales and Bohemian Glam. It’s a world where customers will be shaped in cosy bouclé knit jackets, floral embroidered blousons, fluffy jumpers and casual printed corduroy jackets and trousers.
Discover Madness and the extensive story behind the brand at Moda Woman this season on 18-20 February.