Expecting my first child has been nothing short of exhilarating, but searching for an online retailer that had stylish yet practical pieces all in one place was hard to find, until I came across Maisonette. Maisonette is a celebrity-favorite luxury kids’ clothes retailer started by former Vogue editors Sylvana Ward Durrett and Luisana Mendoza de Roccia. Being a fashion editor, I found the duo’s story fascinating, as they were able to create a successful fashion venture while also being mothers.
“Luisana and I were both working moms and found it difficult to shop for our kids. We have every category in life aggregated on the internet for adult life, but that did not exist for children. We wanted to create an expertly curated marketplace, take the guesswork out of shopping for our kids, so we could spend more time on the good stuff,” Sylvana told POPSUGAR during an interview.
“We wanted to create an expertly curated marketplace, take the guesswork out of shopping for our kids, so we could spend more time on the good stuff.”
The brand not only curates a collection of fashionable products for kids, but has gone on to create its own line called Maison Me and, most recently, Neon Rebels. “Neon Rebels grew out of a desire to create a collection that put kids in the driver’s seat. This brand truly is where fun and fashion collide. It’s a kid-driven brand that celebrates the magic of their personal style and the delight in self-expression. It’s the clothes that kids want to wear. At price points that parents can get excited about,” Luisana said.
Ahead, read more of our interview with the brand’s founders as they discuss their new collection, the inspiration behind starting Maisonette, and more.

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