Anthropologie Group is ushering in a bold new era with the debut of Maeve as its own standalone brand, solidifying its place as one of the company’s most celebrated labels. Known for its timeless silhouettes, inclusive sizing, and multigenerational appeal, Maeve has long been a cornerstone of Anthropologie’s in-house offerings. Now, it’s expanding into dedicated storefronts, social channels, and even an exclusive editorial platform to meet growing customer demand.
With nearly 2 million shoppers in the past year, Maeve ranks as the #1 most-searched brand on Anthropologie.com, boasting close to 3 million searches and driving 10+ million TikTok views. Three of the top ten most-hearted items on the site are Maeve designs—proof of its loyal following and strong cultural resonance.
“Maeve has emerged as a true driver of growth within Anthropologie’s portfolio,” said Anu Narayanan, President of Women’s and Home at Anthropologie Group. “This is the right moment to evolve Maeve into its own identity and offer customers the full Maeve experience.”
The brand’s rollout includes a 360-degree marketing push, featuring dedicated social channels under @maevebyanthro, a Substack newsletter titled “& one more thing”, and a high-profile House of Maeve launch event in NYC hosted by Chloe Fineman. The campaign also introduces a robust influencer strategy, paid media blitzes in major markets, and an exclusive Maeve catalog mailed to top customers.
Beyond fashion, Maeve is partnering with She’s the First, a nonprofit dedicated to girls’ education and empowerment. In August, Anthropologie stores will host a nationwide charitable checkout roundup to support the organization, with Maeve’s standalone locations offering year-round contributions.
The first standalone Maeve store opens this fall in Raleigh, North Carolina, while the collection remains available online and in select Anthropologie locations.
Discover Maeve: www.anthropologie.com/maeve
Michelle M. Mitchell is the Publisher of OMG Culture Magazine, a global multicultural online news publication. With a passion for storytelling and a keen editorial vision, she leads the magazine’s coverage of culture, society, and luxury lifestyle. As a contributor, Michelle brings her expertise in high-profile events, entertainment, and community features, offering readers a distinctive and engaging perspective.
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