On May 19, designer Mara Hoffman announced that her eponymous brand, which has existed for 24 years, will end with the Spring 2024 collection.
Born and raised in New York, Mara Hoffman specializes in bold, exotic designs inspired by nature and ethnic cultures, and has worked on Ready-to-Wear as well as swimwear and bridal wear.
After graduating from Parsons School of Design in New York in 1999, Hoffman launched her eponymous brand, Mara Hoffman, in 2000. Once the brand was recognized by Sex and The City’s stylist Patricia Field, its name became known to the public, and many celebrities such as Mischa Barton, Nicole Richie, and Paris Hilton began wearing the brand. The brand expanded its size range in 2018 and opened its first retail store on the street in 2022.
Mara Hoffman has also led the fashion industry as one of New York’s ethically conscious brands. In 2014, the brand completely overhauled its previous production methods to operate its brand in an environmentally and socially responsible manner. This effort included restructuring the supply chain, reducing polyester fabrics, eliminating overproduction, and investing in workers to obtain Fair Trade certification. In recognition of these accomplishments, Hoffman was awarded the CFDA’s Environmental Sustainability Award in 2023.
However, Hoffman said in a statement, “For anyone in this industry, specifically within the sustainability movement, you are aware that it has been far from easy on so many levels…We have been fighting for what feels like a long time to make this vision and model work in an industry that I believe deep down in its heart wants to heal and become better. But at the end of the day, its structure is archaic and was never built to prioritize Earth and its inhabitants. It’s no secret that its “success” is still bound to harm, unchecked growth and extraction in so many ways.”
She also added, “Although I am choosing to redirect my participation, I remain hopeful that there is potential for positive change. Knowing that there are so many incredible people working towards new systems, technology and legislation, we have a chance at this.”
“This has been by far one of the hardest and most important decisions I have ever made. I have had to deeply examine my relationship to Mara Hoffman Inc as it exists today and what I want for the brand and for myself in the future,” stated Hoffman. She is still undecided about what to do next and conveyed her current state of mind.
The brand’s Spring 2024 collection will be its last product offering. In addition, this collection and existing pieces will be sold until there are no more left to offer.
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