By Julia Radovich
MAYA MARIELL is more than just a fashion brand — it’s a bridge between cultures, a tribute to heritage, and a celebration of craftsmanship. Founded on the values of collaboration and self-expression, it blends Indian artistry with Scandinavian minimalism, creating a dialogue between tradition and modernity.
At its core, MAYA MARIELL is about storytelling. Every piece carries elements of identity, history, and personal narratives, making fashion not just about aesthetics but about meaning. Through their designs, the founders strive to empower women, honor artisans, and redefine cultural fusion in a way that feels both effortless and deeply intentional. In this interview, they share how their friendship, diverse backgrounds, and appreciation for craftsmanship shape their vision — creating collections that transcend trends and tell a story of authenticity and innovation.
How does your friendship influence the way you create and develop the brand?
Coming from different backgrounds, we’ve always found inspiration in the way our cultures intersect, and this dynamic naturally translates into the brand. We’ve built MAYA MARIELL on the values of sisterhood, collaboration and storytelling. Just as we uplift and challenge each other, we want the women who wear our pieces to feel empowered to embrace their own narratives, bringing together their individuality, heritage and personal style in a way that feels authentic to them.
How does the blend of Norwegian and Indian cultures affect your style and designs?
Our heritage is an intrinsic part of who we are, influencing not only our identity, but also the way we create. MAYA MARIELL is a reflection of this, where the fusion of our backgrounds forms a unique and effortless dialogue between cultures. Mariell is passionate about bringing Norway onto the global fashion map, while Maya is committed to celebrating India’s rich cultural legacy. This duality is woven into our pieces, blending elements of both worlds in a way that feels natural and deeply meaningful.
What makes the KALEIDOSCOPE collection so special, and why is the work of the karigars so important in it?
We spent a month in India, hand-selecting beads and fabrics, learning the intricacies of craftsmanship firsthand and forming lasting relationships with the artisans who bring these pieces to life. It was important for us to not only design, but to understand the artistry behind every detail: how tradition, skill and storytelling are interwoven in each stitch. This experience shaped the foundation of the collection, ensuring that every piece embodies both authenticity and innovation.
Indian karigars are the backbone of our craftsmanship. Their embroidery is not just a technique – it’s an art form, a language of self-expression passed down through generations. One of our most intricate hand-embroidered pieces, the Gilded Mosaic Poncho and Skirt, took over 80 hours to create, with every bead meticulously sewn onto zero-net fabric using bronze beads, pipe beads and glass stones.
KALEIDOSCOPE is a celebration of movement, colour and transformation: a meeting point between the rich artistry of Indian craftsmanship and the bold beauty of Scandinavian landscapes. This collection reimagines tradition through power suits and statement silhouettes, offering a contemporary take on heritage techniques. Just as a kaleidoscope shifts and forms new patterns, this collection reflects the beauty found in contrasts – the painted skies of a Scandinavian winter meeting the vibrant energy of India’s markets.
How do you bring the stories and emotions from your travels into your designs?
Our designs are deeply influenced by the memories, impressions and emotions we collect along our journeys – sometimes in obvious ways, like colour palettes drawn from a sunset over Jaipur, or the sharp, structured lines of Nordic architecture – and other times in more abstract, emotional translations.
We bring these stories to life through shape and construction, fabric choices and artisanal techniques like embroidery and traditional hand-dyeing. Every design decision is intentional, whether it’s a flowing silhouette reminiscent of cascading waterfalls or bold tailoring that captures the strength and elegance of a city skyline.
Each collection becomes a reflection of the places we’ve explored and the emotions they’ve evoked, offering a way for those who wear our pieces to carry these stories with them.
What makes MAYA MARIELL different from other brands?
What sets MAYA MARIELL apart is the stories we tell. Fashion, for us, is more than just design: it’s a way to honor heritage, craftsmanship and the people behind each piece.
While many brands focus solely on aesthetics, we are committed to educating and crediting the artisans who bring our vision to life.
We work directly with artisans, cutting out middlemen to ensure they have full control over their wages. This allows them to be fairly compensated for their skills and preserves the artistry that has been passed down for generations.
At the core of our brand is the fusion of Indian craftsmanship and Scandinavian design, creating garments that are both timeless and contemporary. Our collections are a blend of storytelling and poetry, capturing emotions, landscapes and cultures in every stitch. By celebrating these artisans and their traditions, we ensure that their work is not only acknowledged but valued, keeping heritage alive in a modern, meaningful way.
How do you balance traditional craftsmanship with modern design in your collections?
For us, it’s about honouring the past while designing for the present. We preserve centuries-old techniques and reimagine them through a contemporary lens, creating pieces that feel both timeless and wearable.
Our approach blends craftsmanship with modernity, ensuring intricate handwork complements sharp tailoring, and traditional textures are refreshed with bold, modern palettes. The result is fashion that celebrates tradition while fitting seamlessly into the wardrobes of the modern woman.
What are your dreams and plans for the future of your brand?
Our biggest dream is to build more than just a fashion brand. We want to create a platform that fosters community and empowers women. Through our work, we aim to give a voice to other women, celebrate heritage and inspire people to take pride in who they are and where they come from. Fashion, for us, is a tool for storytelling and dialogue, and we hope to use it to make a positive impact and unite women globally. If we can achieve that, we’ve already won.
Looking ahead, we envision MAYA MARIELL on the runways of Copenhagen Fashion Week. We also dream of opening our own flagship store, a space where our world fully comes to life, a place of connection, creativity and shared experiences.
CHECK THE COLLECTION HERE