MAYLA was founded in 2010 by designer Marlene Abraham, but for a comparatively young brand MAYLA is a Stockholm Fashion Week veteran. The brand is best known for their feminine silk dresses and blouses, and for being favoured by Sweden’s princesses and more latterly local actresses. 
MAYLA’s collections draw inspiration from cult-films and their heroines, last AW14 we had Hitchcock’s “The Birds” and SS13 “Breakfast at Tiffany’s, and for AW14 the runway show was loosely themed around Kubrick’s “A Clockwork Orange”. The swirling typography of local artist Lukas Gothman, tipped bowler hats and intricate clog prints nodded to the motion picture.
For a brand that is often referred to as classic and elegant, AW14 has seen a toughened up aesthetic which should appeal to a more fashion-forward consumer. The silk dresses and blouses remain key to the collection, but slogan t-shirts, bloated faux fur and slinky rayon see the label change their direction to something that little bit hipper. Tailoring has been introduced for AW14, with a particularly eye-catching two-piece suit featuring an all over disc print (designed by Abraham who is an ex-graphic designer). MAYLA has once again collaborated with jewellery powerhouse Erickson Beamon to create a runway collection of necklaces.
The designers at Stockholm Fashion Week are divided into two camps, the overt “fashion” brands (that magazine like Rodeo fawn over) and the more retail focused ones – MAYLA seems to have found herself nestled nicely in the middle.
All photos are taken backstage, but you can view the official runway photography here. 
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