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“When we had kids, we were shocked how hard it was to shop for them,” said Sylvana Ward Durrett, cofounder of Maisonette, the new haute children’s wear destination. “This should be fun,” added Durrett’s partner, Luisana Mendoza Roccia. “It will make it as easy as possible.”
It appears that the Vogue alums have achieved their goal. Maisonette has changed the landscape of kids’ clothes, elevating the humble basics into runway-ready pieces from a myriad of boutiques across the globe. “We like to call it shopping locally but shopping globally,” said Durrett. “You have that experience of the global market.” The fashionable moms are getting their equally stylish friends—including Glenna Neece, Meredith Melling, and Michelle Monaghan—in on the fun with exciting and shoppable features with curated items. “We were up all night searching for these cool brands online,” said Durrett. Mendoza Roccia added, “They just don’t have the resources to get themselves known or have exposure, so let’s give them a platform.”
At last night’s celebratory launch dinner at the raw 37 Main Street space in Dumbo, Brooklyn, with picturesque city views as the background, guests such as Alexi Ashe Meyers and Seth Meyers, Lizzie and Jonathan Tisch, and Wendi Murdoch sipped on Perrier-Jouët and nibbled on kid-friendly sorbet cones while festive animal masks proved to be perfect Instagram fodder. Also joining in the celebration were other well-dressed moms like Keri Russell and Maggie Gyllenhaal. But don’t expect Durrett (who is about to give birth to her third child) and Mendoza Roccia to slow down anytime soon. “We have a lot of ideas, including a registry [and] private label down the road,” said Durrett. “There’s so much to do in this market.” Mendoza Roccia agreed and said next up for her is traveling to Italy this summer on a scouting trip. The duo’s ultimate goal? “Children’s world domination,” said Durrett, laughing. Based on last night, it appears Maisonette is well on its way. In style, to boot.