MMW Collective x EDARA: A New Era of Conscious Fashion

During our last visit to Paris Fashion Week, we came across MMW Collective—an initiative that not only celebrates sustainability and craftsmanship in fashion and design but also offers real guidance and community support to emerging designers. More than a showroom, it’s a space designed to help brands and creatives grow mindfully, connecting them with industry players who share a commitment to responsible fashion.After the second edition of its wholesale showroom, which brought together a carefully curated selection of brands, designers, and artists, we sat down with Maya Weisswasser, founder of MMW Collective, and Angelina Gergenreder, founder and creative director of the newcomer ready-to-wear brand EDARA. They opened up about their journeys, the evolving conversation around sustainability, and why championing independent talent is key to shaping a more conscious industry.

How did you first connect?

Maya: I had the pleasure of meeting Angelina and discovering her brand, EDARA, while looking for new exciting brands to join our collective. Her story, production practices, and aesthetics aligned with MMW Collective and the direction we aim to promote—hopefully inspiring more creators to channel this ethos.

Angelina: After my first meeting with the Maya’s team, I knew it was the right fit. I wanted to give it a try because breaking into this industry is extremely difficult, and finding the right people to walk the path with you—people who genuinely want to see you grow—is rare.

Your debut collection made its first appearance at MMW Collective’s latest edition during Paris Fashion Week. What’s the story behind it?

A: This collection is designed for women who seek a mix of elegance, sophistication, and contemporary style, with a focus on quality and timelessness. The pieces embody a poetic approach and draw inspiration from sculptural forms—bold silhouettes, asymmetrical cuts, and understated elegance define this first collection.

Designing isn’t just about creating something new—it’s about evoking emotions and considering how the wearer will feel. My hope is that each woman feels strong, confident, and unique while also having the freedom to have fun with the garments.

M: I think that beyond aesthetics and quality, EDARA has a maturity that feels well beyond this inaugural season. You can see that through its new campaign and strong visual identity.

Additionally, her commitment to transparency and circularity, with an entire collection made from deadstock fabrics, are exactly the type of initiatives we seek to support.

How important are sustainability and craftsmanship to you?

M: At MMW Collective, circular design is at the core of a brand’s ethos. Whether it’s working with deadstock materials to launch new collections or ensuring that every piece is handcrafted, sustainability and craftsmanship are always top priorities when curating our selection.

We collaborate with designers who create one-of-a-kind pieces, tell compelling stories about their creative process, and foster a deep connection with their communities.

A: For EDARA, high-quality production and sustainability are core values. Our garments are crafted in the Netherlands, allowing me to ensure the highest standards of quality. Each piece is made by hand with meticulous attention to detail. This local production not only supports European manufacturing but also enables me to oversee every step of the process, ensuring a mindful and sustainable approach.

The jewelry is produced in Portugal, a country known for its skilled artisans and rich tradition in jewelry-making. My commitment to sustainability is also reflected in my use of high-quality deadstock fabrics whenever possible. By repurposing these materials, I minimize waste while creating unique pieces designed to stand the test of time.

This is the second edition of MMW Collective at Paris Fashion Week. How have things evolved since the first edition?

M: Beyond showcasing fashion, accessories, beauty, and homeware brands—each redefining sustainability and craftsmanship—this edition introduces art into the lineup.

We are featuring artists such as Laura Letinsky (founder of Molosco) and Sebastião Lobo de Lisboa, with the support of Rens Lipsius from The Ideal Artist House No. 2 in Paris, where this edition took place.

Additionally, this year we expanded our collective through a special collaboration with PANTONE. This initiative was designed not only for wholesale industry professionals but also for creatives and a wider audience interested in sustainable and artisanal design. Our goal is to create a space where brands feel supported and part of a thriving, like-minded community.

How do you see EDARA evolving in the next few years, and what kind of impact would you like to have on the fashion industry?

A: I hope people connect with my brand, recognize its identity, and that it reaches the right audience—those who truly resonate with its vision.

My goal is to continue growing and evolving while staying true to my values. In the next few years, I want to build a strong foundation, refine my designs, and expand my reach. More than anything, I hope to create pieces that leave a lasting impact.

What challenges did you face as a designer presenting at Paris Fashion Week for the first time, and how did you overcome them?

A: Being new to the industry, I constantly questioned whether my work was good enough. I worried—would people stop and take a look at my collection, or would they just walk past?

But those fears pushed me to stay true to my vision and give it my all. Seeing how many visitors were genuinely interested and took my brand seriously was incredibly rewarding. Hearing comments like, «I could see your pieces on a runway» or «This doesn’t look like a first collection» made me realize my brand has the potential to stand alongside others at Fashion Week.

How important is it for emerging designers like you to be part of platforms like MMW Collective, and what has this experience taught you?

A: When you’re just starting out and handling everything on your own, having a collective behind you is invaluable. It’s almost impossible to gain industry recognition alone.

Being part of MMW Collective has given me support, visibility, and a network of like-minded individuals who believe in my vision. This experience has taught me the power of collaboration and how crucial it is to have a strong community when you’re building something from the ground up.

M: I want to help brands grow and expand in a strategic and sustainable way. But commercial success isn’t just about securing points of sale—it’s about ensuring a brand is truly ready for expansion and matching it with the right international industry leaders.

We tailor growth strategies individually for each designer because every brand has a unique story to tell.

How do you plan to expand MMW Collective in the future? Are there any specific initiatives or collaborations you’re excited about?

M: In addition to our biannual wholesale-focused editions during Paris Fashion Week, we plan to incorporate events and activations open to the public.

These initiatives will increase visibility for our collective brands while fostering direct connections with their target audiences. We have a very exciting event coming up later this year. Stay tuned!

Thanks to @projetmone____