For Emily Mahy, creativity has always been a big part of her life. Both her mother and father have encouraged her creativity from a very young age which later helped to inspire her enriching path in design.
“Early on in my career, I managed creative design studios and got a solid understanding of the importance of creativity and design within our society,” Mahy explained.
She loves the hands-on aspect of making and creating while also being drawn to working with leather. Because of this, she created handmade leather bag label, MAHY, where she hand-picks and cuts all of her designs from scratch.
This designer makes sure to purchase only the best quality materials from locally sourced suppliers, which are then carefully designed and created with sustainability and longevity in mind.
“I would describe myself as a traditional craft maker committed to slow fashion, which means designing, creating and buying things for quality and longevity over low cost and convenience,” she said.
Her designs are seen as an extension of herself. She sees beauty in symmetry and composition along with the dark and moody. At the same time, she is drawn to minimal and functional designs.
The collection consists of simple pared-back designs consisting of totes, clutches, cases, festival and crossbody bags. There is a pop of colour with an electric coral along with more subdued tones of a vintage rose and dark pine colour. The MAHY campaign is sleek with a natural sophistication and a nod to the beauty of contemporary dance that is reflected in the movement and richness of the leather.
Her most significant achievement would be opening her own flagship store in Auckland for MAHY. She also has the honour of showcasing some of her most valued New Zealand brands within the store, allowing them a platform to be discovered by others.
Her advice to anyone looking to step into the fashion industry is to keep going. There are always going to be setbacks, but it is how you recover from these setbacks that will set you apart from others. Don’t get caught up in what other brands are doing or compare yourself to others. Focus on your own goals and values.
The manufacturing of an exciting new product is currently underway as MAHY hopes to extend its products beyond handbags.
