Fashion

Inside Maya Mariell’s Beautiful SS25 Collection: Kaleidoscope

25 April

When Maya Nora Sirohi and Mariell Lødøen Stene met during their first week at university in London, neither could have predicted that a few years later, they’d be at the helm of a brand that celebrates cross-continental connection through design. But something about that friendship—rooted in shared experiences, mutual dreams, and a bold curiosity—sparked the birth of Maya Mariell, a fashion label devoted to storytelling, craftsmanship, and the coming together of women.

Their latest drop, KALEIDOSCOPE, is a textured memory. A wearable poem. A mosaic of colour, culture, and intention that brings to life the artistry of South Delhi’s Karigars and the poetic soul of their community.

But let’s start with the name—Maya Mariell—a fusion of their first names, a nod to the power of partnership, and a mission to create fashion that feels personal. “We create, not for the collective, but for the one,” they say. “We create for you.”

And it’s true. From the silhouettes to the stitching, everything about KALEIDOSCOPE feels deeply considered. The collection references the Karigars—master artisans of South Delhi whose embroidery work carries generations of knowledge and pride. Their handiwork isn’t just decorative; it’s expressive. It tells stories. And so does KALEIDOSCOPE.

“Could it be that you – yes, you – add a different colour to this world?” writes Faye Sheela Sirohi, Maya’s sister and the brand’s Head of Communications, in the collection’s personal letter—a lyrical piece titled Kaleidoscope of Life. It opens like a soft whisper and lingers like a song, reflecting the brand’s vision of fashion as a mirror of identity, experience, and feeling.

If KALEIDOSCOPE is the song, then the Karigars are its rhythm section. The artisans worked with zero-net fabric, using bronze beads, pipe beads, and glass stones to create what became the centrepiece of the collection: the Gilded Mosaic Poncho and Skirt set. It’s couture, but grounded. Decorative, yet intentional. And absolutely unique.

Over the course of a year, the Maya Mariell team travelled through India, handpicking fabrics and learning directly from local markets and makers. “Being there in person was essential for us,” they shared. “We wanted to touch the fabrics, learn the craft firsthand, and connect with the people bringing our designs to life.” That intimacy shows up in every detail—from custom-dyed mirror fabrics to bold textures that reflect light like memories flickering on water.

But KALEIDOSCOPE isn’t just an Indian story. It’s also a Nordic one. The label’s aesthetic combines Scandinavian simplicity with the rich, tactile traditions of India. “Some pieces lean more minimal, while others highlight traditional techniques, But there’s always a balance between the two.”

That balance is apparent in the Sculpted Glass suit set, whose sharp silhouette and mirrored sheen shows duality: the fierce and the soft, the seen and the hidden. The collection’s earth tones, greens and oranges ground it in quiet confidence, while reflective elements bring the drama.

At its core, Maya Mariell is a brand that is all about storytelling. “Storytelling is a big part of who we are,” the team explains. “We reflect on narratives that influence not only us, but women and society at large. Rather than joining an existing narrative, we make the choice of changing the common narrative.”

From watching Next in Fashion in Guildford to exploring Delhi’s textile markets, the brand’s story has always been about movement—across borders, through ideas, into new ways of seeing. The KALEIDOSCOPE campaign itself is a meditation on perception, individuality, and the beauty in how we each see the world differently.

And how do they want you to feel in these pieces? Not just beautiful—but seen. “The clothes adorn her, but they don’t define her,” they say. “When a woman wears MAYA MARIELL, we want her to feel beautiful because of who she is on her own, that is the starting point.”

The message is simple, yet powerful: we all bring our own lens, our own colour, to the world. That’s what the KALEIDOSCOPE collection celebrates—not just the interplay of beadwork and fabric, but the unique energy every woman brings when she steps into the room.

Whether you’re drawn to the bold shine of the Gilded Mosaic set or the minimalist elegance of their Mirror pieces, this collection wasn’t created in isolation. It’s a product of collaboration, care, and cross-cultural love.