For me, Amsterdam has always been regarded as Europe’s best kept secret in terms of fashion. Some of my favorite contemporary and street-wear brands are based there, so I’m always on the lookout to find more. Thankfully my wishes were granted when I came across contemporary brand, Mai-Gidah.

The brand’s penchant for oversized structure first caught my eye when looking at the beautiful coats within the AW20 collection. Mai-Gidah takes the structure of traditional tailoring and revises it to create new and interesting silhouettes. For example, the typical boxy aesthetic of an overcoat is enhanced using overlaps and exaggerated collars and pockets; turning them into statement pieces.

Mai-Gidah has transformed simplifying complex pieces into an art form; as much of their clothing features additional details, some even in 3D! The brand is able to do this, as it utilizes tonal subtlety to juxtapose its quirks. This allows Mai-Gidah to create wearable pieces that can even be incorporated into the simplest wardrobes.

The clean lines,  strategic use of colour,  and premium materials, culminate in an elevated design that is prime for bold declarations of style. Mai-Gidah brings a unique flavour to the contemporary scene through its experimentation which is the hallmark  of a progressive brand that is built to last.