Some days it’s tempting to swear off social media for good, to bid farewell to newsfeeds and favorites, and all the rest of it. But then you hear of certain, utterly fitting creative pairings it’s yielded and it all seems worthwhile. One such recent match comes in the form of MadeMe’s Fall ’16 lookbook, as lensed by Los Angeles-based photographer Moni Haworth. By way of a brief introduction for those not acquainted: MadeMe is the brainchild of all-around cool girl Erin Magee, the women’s streetwear label she’s done on and off for (by her own estimation) “like, 150 years”—or eight, anyway.
In that time, its grungy-yet-undeniably feminine vibe has earned fans, including Rihanna. Recent highlights from the line include divine leopard-faux-fur-trimmed Perfecto jackets in collaboration with Schott, and a bomber jacket decked out in the most delicate of roses and embroidery reading “pretty on the inside,” a reference to Hole’s 1991 debut album of the same name. Rihanna herself once sported Magee’s cheeky riff on the Utz potato chip graphic (“Slutz”). The brand’s developments are always of an organic sort, coming about as inspiration strikes—a side gig in addition to Magee’s enviable day job as head of product development for Supreme.
MadeMe’s vision makes for a happy fit with that of Haworth, unfailingly cool photographer and chronicler of L.A.’s young, debauched, and sometimes unwashed (and Hollywood Savage Society favorite). For a taste of Haworth’s gorgeous body of work, head on over to her site Johnnys Bird. “I stalked [her] on the internet for a really long time,” Magee laughs, “and then we found a mutual friend. I was so nervous to reach out to her, but she ended up being the easiest, coolest person on the planet.”
For MadeMe’s latest, Haworth shot her daughters Jess and Amber at their L.A. home, sporting the collection’s ’90s-inflected wares. Deliciously gaudy crocheted sweaters, a turtleneck printed all over with the words “Earth Crisis,” and a series of acid-washed bombers nod to Magee’s pre-Y2K New York rave days, and that era’s sweetly subversive riffs on ’60s peace-and-love notions. Modeled on the Haworth sisters and lensed by their mother, and designed, of course, by Magee, the resulting snaps are evocative, low-fi, and undeniably badass—equal to the sum of the ultra-cool parts that went into them.
For more information, and to shop the collection, visit mademenyc.com.
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