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Anthropologie Launches Maeve as a Standalone Brand

In an exciting shift for fashion lovers, Anthropologie Group has officially launched Maeve as an independent brand. This development signals a fresh chapter for the beloved label, which has long captivated customers with its unique blend of thoughtful design and broad appeal across generations. With its dedicated retail spaces within Anthropologie stores, Maeve will now extend its reach through standalone storefronts and independent social media channels.

Over the past year, Maeve has emerged as a significant contributor to Anthropologie's success, being favored by nearly 2 million shoppers. It has held the title of the most searched brand on Anthropologie.com, with approximately 3 million searches, and garnered over 10 million views on TikTok. Notably, some of Maeve’s offerings appear in the top ten most-loved items on the retailer's website, an indicator of the brand's deep connection with its audience.

Anu Narayanan, the President of Women’s and Home at Anthropologie Group, expressed enthusiasm for the brand's evolution. "Maeve has emerged as a true driver of growth within Anthropologie’s portfolio. Its consistent performance, combined with our customers’ emotional connection to the brand, made this the right moment to evolve Maeve into a standalone identity. Our customers have helped shape Maeve into what it is today and shown us that the label holds a special place in their lives. We’re thrilled to offer them the full Maeve experience in a bigger, more impactful way."

The new Maeve brand retains its distinctive aesthetic, characterized by a blend of timeless silhouettes infused with modern details. This design philosophy targets a wide-ranging audience, offering a diverse assortment that includes Plus, Petite, Tall, and Adaptive styles. Richa Srivastava, the Chief Creative Director of Design at Anthropologie, emphasized this inclusive approach. "Every Maeve piece reflects our commitment to inspiring and connecting with women in meaningful ways, enveloped in the charm and character our customers admire."

To support Maeve’s new identity, Anthropologie is rolling out a comprehensive marketing strategy. This includes the initiation of dedicated social media channels under the name @maevebyanthro and the thematic hashtag #moremaeve as a platform to foster creativity and engage the community. Furthermore, the brand will launch its first Substack titled "one more thing," aiming to carve out a digital space for storytelling and collaboration.

On launch day in New York City, Maeve hosted an exclusive event involving over 150 influencers and key members of the community. The gathering, during which celebrity host Chloe Fineman led an introduction to the brand's new offerings alongside a café experience and stylist-led sessions, demonstrated Maeve’s commitment to creating engaging and memorable experiences. An outsized influencer program accompanies this launch, leveraging content from prominent creators to showcase Maeve’s versatility and styling capabilities.

A robust advertising campaign is set to accompany these efforts, utilizing platforms from paid social media to out-of-home placements in priority markets like New York City and Los Angeles. Additionally, an exclusive Maeve catalog featuring models and influencers will be made available both in stores and to select customers nationwide to spark yet more interest.

In alignment with these exciting developments, Anthropologie has announced a social impact partnership with the nonprofit organization She's the First, underscoring its commitment to women’s empowerment and education. From August, customers at Anthropologie stores will have the opportunity to contribute to this cause through charitable rounding at checkout. The first Maeve standalone store is expected to open in Raleigh, North Carolina this fall, providing year-round opportunities for customers to contribute to this initiative.

The comprehensive strategy aims to deepen Maeve’s connection with customers while expanding its presence in both retail and digital spheres. This evolution positions Maeve as a unique brand dedicated to thoughtful style and community engagement, reinforcing Anthropologie’s commitment to its customers. For those interested in exploring the Maeve collection, offerings will be available online as well as in select Anthropologie stores and through Maeve's upcoming retail locations. To discover more about Maeve, visit Anthropologie's website.