Daylight Moon was launched in 2020 and is designed by Madeleine Richards, founder of MAW and ex Creative Director of MADE.
For me, clothing has always been a vehicle of self expression and something that I get daily enjoyment from.
With Daylight Moon I wanted to create something to be shared, a unified sense of confidence and joy and something that was timeless and free of trend based fashion directives.
I am the 4th generation on my mothers side of woman who have designed clothing for a living and have a deep loyalty for our industry. I have worked in the NZ Fashion Industry for over 20 years and it is hugely important to me that Daylight Moon is made here in Aotearoa.
We are all becoming more and more aware I think of just how big of a problem over production is, making in small runs and working with local industry is what keeps the world turning. It's where relationships and friendships are built, imagine not knowing the names of the people you are working with?
Getting a garment to the stage where it is ready to be sold takes a team and everyone in that team is equally valuable, without the cutter, without the fabric supplier or without the machinist there is no garment, everyone who plays a part should be recognised and paid fairly for their work.
I understand that not everyone can afford a new sustainably produced garment but the idea is that the garment lasts and holds it's quality and value, so when you are no longer enjoying it and want to move onto something else you can resell it. Therefore making it available for someone else to enjoy and so on until it eventually ends up in the Op Shops still looking beautiful, moving through it's different wearers and bringing joy without any suffering.
By working together with some of our incredibly talented makers we have been able to create garments of a lasting and high standard.
With a strong focus on how a garment feels and moves on, I place a huge importance on the fabrics I choose ~ I believe if you feel good in something you will look good in it too. I want the function of the garment to be versatile so you can look and feel great whatever it is you are doing.
Madeleine