Maiocchi, fashion, spring, fashion designer

Brisbane-based fashion brand Maiocchi has embarked on an ambitious rebranding and expansion plan, recently opening a new store in Paddington, Sydney. A darling of the fashion set, worn by the likes of local celebrities such as Georgie Gardner, Sonia Kruger, Kate Richie, Kate Miller-Heidke and Ella Hopper, the label has gone from strength to strength since its launch 11 years ago.

Created by label owner and designer Deanne Mayocchi (pictured), the brand started off as a market stall; now, it’s a $3 million a year fashion manufacturing powerhouse with three dedicated Brisbane retail outlets, as well as the new Sydney digs. In addition, Maiocchi had a 40 per cent increase in sales in 2013, at a time when many iconic Australian fashion labels are being forced to shut up shop.

Whimsical, romantic and well-structured, with exquisite fabrics, textures and detailing, Maiocchi also has more than 60 national stockists throughout Australia, a thriving ecommerce site and employs more than 20 people, plus additional, local sub-contractors.

Maiocchi’s spring 14 collection, Kiss and Tell, now in-store (pictured below), showcases the label’s signature figure-flattering shapes in a celebration of colour, print and style. Inspired by florals and classic, lady-like 50s shapes, it also features exclusive Japanese cottons.

Of course, what sets Maiocchi pieces apart are its personalised, handmade details, quirky touches and delightful textures and trims. What’s more, the label is still designed and made in Australia. “After growing three successful Maiocchi stores in Brisbane, we decided to take the leap and extend our brand interstate,” Deanne says.

“Eventually, we would love to have a store in every city, it is exciting to see our business growing and expanding throughout Australia.

“The rebranding of the company aesthetics was only natural, following the strong growth and expansion. We felt that the existing branding no long reflected our business or our Maiocchi customers.”

Under a new motto and company philosophy – Today is the Day – Deanne has also recently started designing her own custom material prints in-house. “I have designed four custom prints for the collection this season,” she says.

“We really wanted to focus on developing our own prints, to emphasise Maiocchi’s unique aesthetic and develop those truly stand-out pieces that our customers have come to love and expect.

“Women are increasingly turning to statement garments and this collection embraces the romantic and flirtatious elements of spring to offer just that.”

Also designing ahead for her spring 2015 collection, Deanne says the material prints offer her a new creative outlet that’s “fun and interesting”.

The designer juggles her booming business with motherhood to Oscar, 4. In fact, she says becoming a mum has made her better at her game. “Since I’ve had Oscar I am much better at managing my time and I achieve more in a shorter space of time,” she says.

“Now, it’s just ‘let’s make a decision and get it done’.”


Maiocchi will show at the Mercedes Benz Brisbane Fashion Festival Brisbane Arcade show at Brisbane City Hall on Wednesday, August  27 at 7pm. For more details, visit In addition, Maiocchi will hit the runway at Ekka Wrapped in Natural Fibres Fashion Parades, at the Fashion and Style Pavilion, Royal International Convention Centre, Brisbane Showgrounds from August 8–17, at 11am, 12pm and 1pm daily, with an additional 2pm showing on the first Saturday and People’s Day.

Maiocchi, fashion, spring, fashion designer