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How Marina Moscone Is Building a Deeper Connection With Her Customer

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The razor-sharp tailoring and effortlessly draped evening dresses that have come to define Marina Moscone’s four-year-old brand may initially appear a little opulent for lockdown dressing, but it’s all a matter of how you wear them. “I think my collections are quite open to interpretation,” says Moscone cheerfully, speaking from her home in Manhattan. “I personally wear things so casually, so I like to hear that you find it suited to more occasions or dress-up. The most important thing is that it fits into the context of your everyday life.”

Launched by Moscone and her sister, Francesca, in 2016, the Vancouver-born duo have achieved rapid success partly due to this intuitive ability to create the kind of timeless pieces that will stay in a woman’s wardrobe year in, year out. It’s also earned them an impressive lineup of celebrity fans, including Rosie Huntington-Whiteley, Martha Hunt, and perhaps most notably Michelle Obama, who wore a number of Moscone pieces on the book tour for her autobiography, Becoming. But despite their palpable luxuriousness, Moscone’s designs always contain the kind of details, whether frayed hems or unexpected textures, to bring a little edge and make them truly versatile. Moscone, who got dressed up every day during lockdown, knows the power a beautiful but functional piece can have. “It was important for me to keep doing that and keep going and feel like myself, even if I was walking 20 steps to my dining table to work,” she said. “Getting dressed still does something for the spirit, and I think that’s the beauty of making a collection that is so open to interpretation.”

For the past few months, Moscone has been devoting much of her time to working on the brand’s recently released resort 2020 collection, which heavily featured handwoven details crafted by Moscone herself on a wooden loom she purchased during lockdown. “How we’ve seen people dress and buy in these last few months, that definitely informed it,” she explains. “People want to feel comfortable, and I don’t just mean in their clothes; I mean in general—spiritually, emotionally. People want to feel nurtured.” For that, Moscone also has you covered—the standout pieces in the resort collection were those cut from cashmere and wool, showing a softer side to the Marina Moscone woman that felt equally compelling.

None of this is to say, however, that working through the pandemic hasn’t come without its challenges. One of the biggest concerns for Moscone was making sure her team was able to cope with the difficulties of working remotely—those logistical, and those more personal. “My team and our staff were our biggest concern. I wanted them to still feel that sense of community,” she explains. But the current crisis has served as an important moment for her to take stock and pinpoint where she really wants to take the brand next. “We decided we have no interest in following what has become dated industry standards,” Moscone says. “Going forward, we have to do what’s best for our business, and for me, that means making more time to design meaningful collections, and having them live for longer and be appreciated for longer.” It’s a simple but important philosophy that showcases Moscone’s thoughtfulness when it comes to business as well as design. “What’s so sad is when you see a retailer or wholesaler constantly purging collections and rotating them every two weeks,” Moscone notes. “It’s up for two weeks, and then it goes to sale and clearance and there’s a thousand new things after that. That’s the antithesis of what we do—we make things that are beautiful and good quality that last forever and can be in constant rotation in a wardrobe.”

An essential part of this new approach is investing time and resources into Moscone’s relationships with her most loyal clients—despite their illustrious list of global stockists, the brand has a growing direct-to-consumer channel via their online store, as well as a thriving sideline producing bespoke pieces for private clients. It’s this deeper connection with her customer that is the most exciting next step for Moscone. “We’ve done beautiful shows that I’ve been proud of, but the editors and the buyers are sitting at these shows that cost a fortune and then rushing off to 150 other shows for the next month,” she says. “That’s not a unique experience anymore. It’s not only for them; it needs to be for the woman who embodies this brand, so I want to do more for her, whether that’s a retail concept or an art collaboration. It’s nicer for her to feel special, as she’s the one supporting us in the end.”


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