Anthropologie Group is excited to announce the debut of Maeve as a standalone brand, marking a new era for one of the company's most celebrated in-house labels. Known for its thoughtful design and multigenerational appeal, Maeve has consistently resonated with the brand's most loyal customers, having dedicated retail spaces within Anthropologie's existing footprint, and is now expanding into standalone Maeve storefronts and independent social channels.
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Maeve has long played a central role in Anthropologie's own-brand strategy. Over the past year, the label has been shopped by nearly 2 million customers, ranked as the #1 most searched brand on Anthropologie.com with close to 3 million searches, and driven 10+ million TikTok views. Three of the top ten most-hearted items on the website are Maeve pieces, proof of its deep customer loyalty and strong appeal amongst shoppers.
“Maeve has emerged as a true driver of growth within Anthropologie's portfolio,” said Anu Narayanan, President of Women's and Home at Anthropologie Group. “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 time and again that the label holds a special place in both their wardrobes and their lives. We're thrilled to now offer them the full Maeve experience in a bigger, more impactful way.”
Maeve's distinctive aesthetic blends timeless silhouettes with modern details, appealing to a broad, cross-generational audience. The assortment includes extensive Plus, Petite, Tall and Adaptive offerings, supporting the brand's mission to be inclusive and versatile.
“We believe great design should inspire, delight, and connect with women in meaningful ways,” said Richa Srivastava, Chief Creative Director of Design at Anthropologie. “Every Maeve piece reflects that philosophy – infused with the color, charm, and character our customer has come to love, and grounded in a thoughtful understanding of how she wants to feel in her clothing.”
To support Maeve's evolution into a standalone brand, Anthropologie is executing a comprehensive 360-degree marketing strategy that includes:
— Dedicated Social Channels:Under the name @maevebyanthro and the hashtag #moremaeve, across TikTok and Instagram, the brand will launch dedicated social channels designed to foster creativity, spark dialogue, and build an engaged, community-driven brand presence.
— Substack: The brand will launch their first Substack titled “& one more thing” to share long-form editorial content, offer behind-the-scenes insights, bring in influential voices from across the industry, and create a digital community space for their members.
— House of Maeve:On launch day in New York City, the brand will bring together 150+ influencers, press, and community members from across the country for an exclusive event led by celebrity host, Chloe Fineman, that will include a mock store preview, Café Maeve, behind-the-scenes product unveilings, a gifting suite, stylist-led sessions, and a spotlight on Maeve's dedicated social impact partnership with She's the First.
— Outsized Influencer Program:Through a multi-pronged influencer strategy, Anthropologie will showcase content from top-tier creators across new dedicated digital channels, and partner with an expansive group of partners to showcase their favorite Maeve looks.
— Robust Advertising Campaign:To generate further buzz and attention, the brand will run a robust media campaign inclusive of paid social, connected TV, and out-of-home placements in priority markets, including New York City and Los Angeles.
— Exclusive Maeve Catalog:Timed with launch, the brand will release a special Maeve catalog featuring both models and influencers, available in stores nationwide and shipped to hundreds of thousands of their best customers across the country to drive further awareness.
“Design is at the heart of Maeve, but it's the storytelling and sense of purpose that turn customers into a community,” said Barbra Sainsurin, Global Chief Marketing Officer of Anthropologie Group. “We're celebrating Maeve with a thoughtful, full-funnel strategy that combines rich content, meaningful activations, and immersive experiences, all aimed at inspiring discovery, driving conversion, and building lasting brand love.”
In addition, Anthropologie is proud to announce a dedicated social impact partnership that aligns with Maeve's core values. She's the First will be Maeve's exclusive impact partner, underscoring its commitment to women's empowerment by supporting the nonprofit's mission to ensure girls around the world are educated, respected, and heard. To kick off the partnership, Anthropologie stores nationwide will host a charitable roundup at checkout benefiting She's the First throughout August, with Maeve standalone stores offering the program year-round starting with the first Maeve retail concept in Raleigh, North Carolina opening in the fall.
Through expanded retail and digital touchpoints, a robust marketing strategy, and a meaningful social impact partnership with She's the First, Maeve is positioned to build on its momentum and deepen its connection with a multigenerational audience, ushering in a new era of thoughtful style and community engagement.
The full Maeve assortment will be available online, in select Anthropologie stores, and through Maeve's upcoming standalone retail locations. To learn more about Maeve, please visit https://www.anthropologie.com/maeve
About AnthropologieA unique lifestyle brand, Anthropologie is in constant conversation with our thoughtful, creative-minded community, and we take pride in our connection with individuals who prioritize self-expression and are in active pursuit of inspiration. We are committed to exceeding our customer's expectations in unexpected, personalized ways. Over the years, our product offering has expanded to encompass apparel, shoes, accessories, activewear, bridal, beauty, wellness, furniture, home décor, garden (through our sister brand terrain), and so much more, the majority of which is available only at Anthropologie. Founded in 1992, Anthropologie now ships to over 100 countries (through www.anthropologie.com) and operates more than 200 stores around the world.
PR CONTACT:Samantha Chulickpr@anthropologie.com
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