How Up-Cycling Became Cool: Meet the independent designer transforming second-hand garments into show-stopping pieces loved by performers

Launched in the middle of lockdown, London based designer Maddie Sellers launched a slow fashion brand out of a need for a creative outlet after she was let go from her job. She began with upcycling the clothes she had in her wardrobe, taking things she never wore and dying, embroidering, crocheting them to create something fun, playful and new. Her designs were fun and creative, an escapism from the bleak reality of covid.

Due to their eye-catching design, her pieces are loved by artists and performers, from the likes of Ashley Roberts from the Pussycat dolls, Yaz, Becky Hill, Mae Muller and Nia Archives. Up-cycling has taken off as a huge trend with Gen Z, with TikTok awash with millions of videos on how to upcycle clothes. You can view some of Maddie’s upcycling tips videos on TikTok here.

Maddie wants people to feel confident and comfortable in her pieces, while still not harming the planet. She comments ‘I used to have this preconceived idea that upcycled items looked crafty, unprofessional and a bit boring. But when I began experimenting with different techniques, I realised I could create high-quality, one of a kind, colourful garments’
Maddie draws inspiration from her Indonesian heritage, growing up around colourful batiks and ikats (traditional fabrics), these are reflected in her warm colour palette and sunset tones. She’s also inspired by growing up in London and the mix of cultures and heritages and the street style of London.

The product range includes tops, dresses, skirts, cardigans, jackets and sleeves and they range from £65 to £300.

Allowing you to shop seasonally but sustainably, Maddie releases her clothes in seasonal drops whenever she’s collected enough high-quality vintage garments for a particular collection. She spends all year searching for high-quality winter coats in leather, wool and suede so that when the Winter season comes she can release a drop. Summer season features camisoles, slip dresses and hand-printed nightgowns.

As well as her upcycled collection, Maddie has branched out into knitwear and cut and sew
pieces. They are all made-to-order, significantly reducing waste. Every garment is hand-crafted by Maddie and her assistant in her London based studio. The process of finishing a piece from start to finish is slow but worth it. She says, ‘we are so used to fast-fashion and next-day delivery. But I’ve noticed a shift after COVID, consumers now are much more willing to wait when they know the item is being hand-made especially for them.’