It’s only been in the UK since 2024, but already it seems like MAKSU, with its vibrant patterns and sleek silhouettes, is the brand all the It girls are reaching for this season. Creative director Selin Aksu describes MAKSU as “feminine, poetic, and timeless” – characteristics that serve as her North Star when building the brand’s story and the experience she wants customers to have with it. “Sometimes that can be through an image, a store detail, a soundtrack, or even the way a collection is presented,” she explained.
Aksu did a degree in Styling and Creative Direction in London, an experience she says enabled her to “explore fashion from a more visual and creative perspective.” Born in Spain as the brainchild of her father, Turkish entrepreneur Mehmet Aksu, MAKSU now has a flagship store in Mayfair and another which opened on the Kings Road earlier this year.
Their new summer pieces include dresses made in top-tier Italian linen, breezy cotton garments with hand embroidered floral designs, and natural silk pieces in eye-catching shades. “We are very aware of the MAKSU woman and how she wants to feel in the clothes. So even when we experiment with silhouettes, prints, or textures, we still want the collections to feel effortless, feminine, and wearable. I think consistency in emotion is more important than consistency in aesthetic formulas,” she explained.
Though Aksu is proud of the brand’s seasonless ethos, she believes the warmer months are when her vision really comes to life. “Our summer collections are always my favourite because they allow us to be more playful and creative. We love working with prints, colours, textures, and different shapes – there is just something more emotional and free about designing for summer,” she said.
In this edition of Behind the Brand, LLM writer Ina Yulo Stuve speaks to Aksu about why she steers clear of chasing trends and how MAKSU’s customer engagement strategy has built a loyal flock of followers.
Did you always want to work in fashion? What has your career journey looked like thus far?
I have grown up around fashion for as long as I can remember, so in many ways it always felt very natural to me. Some of my earliest memories are from spending time around the factory, watching the machines, fabrics, and fittings happening around me. Even before understanding the business side, I was fascinated by how an idea could slowly turn into a finished piece.
I still feel like I am at the very beginning of my career, which is actually exciting for me because I learn something new every day. Being involved in a growing brand allows me to constantly learn, both creatively and personally.
Could you tell me more about your role at MAKSU and what it entails?
I am involved in many different areas of the brand, but my main focus is definitely the creative side of MAKSU. I work closely on campaigns, shoots, social media, visual direction, and collection selection.
How does your father’s manufacturing background contribute to the experience and quality that MAKSU is able to offer your clients?
I think it gives MAKSU a very strong foundation because everything starts with product and craftsmanship. Coming from a manufacturing background, there is a deep understanding of fabrics, construction, fit, and quality control behind the brand.
Sometimes in fashion, brands focus only on the image, but for us, the product itself has always been equally important. We spend a lot of time perfecting how a garment feels on the body, how a fabric moves, or how certain finishes quietly elevate a piece. That background also gives us a more honest relationship with production because we are very connected to the manufacturing process – it allows us to approach design with both creativity and technical understanding at the same time.
Fashion is an incredibly competitive space to be in – when it comes to designing collections, what is your process for continuously innovating while staying true to your brand ethos?
For us, innovation is not really about chasing trends aggressively. It is more about evolving naturally while keeping the emotional identity of the brand intact. We always start from a feeling, an atmosphere, or a reference rather than from ‘what is trending’. Sometimes inspiration can come from art, interiors, architecture, photographs, or even a colour combination we come across while travelling.
How do you incorporate your Turkish background into your designs?
I think it appears in a subtle and emotional way rather than as something very literal. Turkish culture has such richness when it comes to craftsmanship, colour, texture, and appreciation for detail, and I believe that naturally influences the brand. Sometimes it can be seen in decorative details, artisanal elements, or certain silhouettes but it’s always interpreted in a more modern and refined way. It is more about carrying that cultural sensitivity and warmth into the collections naturally.
Tell me more about your latest collection and the hero pieces you’re excited about.
This season feels especially vibrant and feminine. We focused a lot on pieces that feel effortless but still have a strong visual identity. Personally, I know I will be living in our matching sets all summer. They feel easy, chic and versatile at the same time, which I think really reflects the spirit of the collection. I definitely think the matching sets will become one of the highlight pieces of the season because they make women feel put together in a very natural and relaxed way.
What’s next for MAKSU?
Right now, we are focused on growing internationally in a very considered and organic way while protecting the identity of the brand. For us, growth is not only about opening more spaces, but about building a stronger emotional universe around MAKSU. We want to continue evolving creatively, reaching new markets, and creating experiences that feel personal to our community. At the same time, maintaining a sense of exclusivity and authenticity is very important to us. I think the goal is for MAKSU to continue growing without losing the intimacy and emotional connection that made people fall in love with the brand in the first place.
Factbox
MAKSU
Address: 96 King’s Rd, London SW3 4TZ, United Kingdom
Phone: 07748 502089
Website: shopmaksu.com
Instagram: @maksuonline
