she set out to create a range of apparel designed to maximize performance whilst ensuring style and comfort.
FA S H I O N T R E N D S
Up close with Maya Delorez
S
JESS MORTON chats with Amanda Jacobsson, spokesperson for the acclaimed Maya Delorez label.
ince its launch in 2018, there’s
own e-commerce business, creating a
been a lot of hype around
brand that offers the sort of versatile and
equestrian brand Maya Delorez.
performance-driven products that she
The cutting edge Swedish company is
herself would buy.
renowned for blending ready-to-wear
From the very start, her strengths lay
designs with high-tech functionality. After selling one of her horses, brand founder Madelene Törnblom decided to use the sale’s proceeds to start up her
in knowing her target audience and how to reach them. She understood that equestrians ride better when they feel good in what they’re wearing, so
Thanks to direct-to-consumer content and a largely organic content marketing strategy, the company has expanded rapidly over the past four years and continues to grow, leveraging its valueoriented, high-performance innovation to scale internationally While other more traditional brands rely on external retail outlets to promote their products and values, Maya Delorez remains exclusively in-house through their web shop, social channels and horse shows, creating a more personalised shopping experience for the brand’s community of loyal, engaged followers.
JM: What makes Maya Delorez unique? AJ: We stand out because we sell riding apparel adapted to all elements of equestrian sport. We know that riding is sweaty and tough, and we know that equestrians need gear that helps maximize athletic performance, not make it harder. Our product range is designed to be functional, without E Q U E S T R I A N H U B . C O M . AU | 61
