Big news from the fashion front: Maeve is officially stepping into the spotlight.
On August 4, Anthropologie’s beloved in-house label launches as its own standalone brand, complete with brand-new digital and social channels. Long cherished by Anthro loyalists, Maeve’s next chapter promises to be bolder, bigger and more inspiring than ever (think: the same unmistakable style DNA, now with an even more immersive experience).
Maeve isn’t exactly new to the scene. In fact, it’s been quietly winning hearts and wardrobes for years. Last year alone, it was Anthropologie’s most searched owned brand, racking up nearly 3 million searches. That’s no small feat, especially in a sea of trendy labels fighting for attention. Clearly, Maeve has tapped into something deeper: an enduring appeal that cuts across age groups and lifestyle tribes.
“Maeve has evolved from one of Anthropologie’s most beloved in-house labels to an exciting standalone brand,” Richa Srivastava, chief creative director at Anthropologie, exclusively told the New York Post. “Its thoughtful design, multigenerational appeal and consistent resonance with Anthropologie’s most loyal customers have fueled its rise.”
The reason for that loyalty? Versatility meets vision. Maeve’s signature is thoughtful design with a polished twist: silhouettes that feel current yet lasting, colors and patterns that pop without overwhelming and fit details that make every piece feel like it was made just for you. It’s fashion that speaks fluently in both “office-to-dinner” and “throw-it-on-and-go,” all without compromising on cool.
“Maeve attracts a broad, cross-generational audience, especially those who believe that
great style is expressive,” Srivastava said. “The brand’s aesthetic blends bold prints, rich color palettes
and exclusive fabrics with timeless silhouettes and modern touches.”
If you’ve ever slipped into a pair of Colette Pants, you already understand the hype. With more than 200 iterations in colorways and fabrications, the Colette has reached icon status. It’s the rare piece that works just as well at a creative brainstorm as it does on a weekend coffee run. Flattering, easy, endlessly wearable — it’s the kind of wardrobe MVP that doesn’t need a trend cycle to stay relevant.
And then there’s the Bennet Button Down, which might just be the crisp, elevated shirt of your dreams. A staple that pairs beautifully with denim, trousers, or tucked into skirts, it walks the line between structure and ease. Add in thoughtful tailoring and subtle design tweaks, and you’ve got a closet essential with staying power.
Not to be outdone, the Tommie Dress has amassed a near cult following, with almost 20,000 hearts and likes last year alone. With its smocked waist, zip-front detailing, and throw-on-and-go attitude, it’s a go-to for hot days, quick changes, and “I have nothing to wear” mornings. It shows up in the best way.
And, who could forget the Bettina Tiered Shirt Dress? This flowing, ultra-flattering favorite was viewed over a million times last year, and it’s easy to see why. Part romantic, part pragmatic, it has just the right amount of movement and polish to carry you from lunch date to late meeting to weekend wanderings, all without skipping a beat.
Launching Maeve as a standalone brand is far more than a clever Anthropologie business move; it’s a celebration of a relationship that’s been building for years. Shoppers have worn Maeve and lived in it. They’ve garnered compliments in it, grown into new jobs and roles in it, danced at weddings in it and turned to it again and again when they want to feel like the best version of themselves.
Now, with its own stage to shine on, Maeve is poised to reach even more women looking for clothes that understand them. The new retail environments and dedicated digital presence will give the brand room to deepen its identity, tell its story in fresh ways and connect with its community like never before. More than just a label, Maeve is becoming a destination.
