How These Former Vogue Editors Created One of the Most Stylish Children's Marketplaces

Expecting my first child has been nothing short of exhilarating, but searching for an online retailer that had stylish yet practical pieces [1] all in one place was hard to find, until I came across Maisonette. Maisonette is a celebrity-favorite luxury kids' clothes retailer [2] started by former Vogue editors Sylvana Ward Durrett and Luisana Mendoza de Roccia. Being a fashion editor, I found the duo's story fascinating, as they were able to create a successful fashion venture while also being mothers.

"Luisana and I were both working moms and found it difficult to shop for our kids. We have every category in life aggregated on the internet for adult life, but that did not exist for children. We wanted to create an expertly curated marketplace, take the guesswork out of shopping for our kids, so we could spend more time on the good stuff," Sylvana told POPSUGAR during an interview.

"We wanted to create an expertly curated marketplace, take the guesswork out of shopping for our kids, so we could spend more time on the good stuff."

The brand not only curates a collection of fashionable products for kids, but has gone on to create its own line called Maison Me [3] and, most recently, Neon Rebels [4]. "Neon Rebels grew out of a desire to create a collection that put kids in the driver's seat. This brand truly is where fun and fashion collide. It's a kid-driven brand that celebrates the magic of their personal style and the delight in self-expression. It's the clothes that kids want to wear. At price points that parents can get excited about," Luisana said.

Ahead, read more of our interview with the brand's founders as they discuss their new collection, the inspiration behind starting Maisonette, and more.

POPSUGAR: How have your past careers in the editorial world and at Vogue shaped Maisonette?

Sylvana Ward Durrett: The school of Vogue is very much part of my everyday life. There are lessons learned in terms of how you start a brand and how you grow that brand. What's important is really the look, the feel, who you align yourself with, and how you're solving a problem. I also learned where there's a will, there's a way.

POPSUGAR: What was the inspiration behind starting the brand?

SD: We founded Maisonette with the mission to help modern families navigate the adventure of raising the next generation by providing not just an expertly curated world of products for kids, but also trusted guidance and inspiration for those who love them. We believe what you consume for your kids' matters, so whether it's by providing the latest STEM toy or expert tips on how to sleep train. We are committed to family and to bringing a little bit of magic into family life every day.

POPSUGAR: Tell us about the inspiration behind the Neon Rebels collection and the name?

Luisana Mendoza de Roccia: Neon Rebels really grew out of a desire to create a collection that put kids in the driver's seat. This brand truly is where fun and fashion collide. It's a kid-driven brand that celebrates the magic of their personal style and the delight in self-expression. It's the clothes that kids want to wear at price points that parents can get excited about.

POPSUGAR: Any favorite pieces from the collection?

SD: There are so many to choose from! I am loving the Terry retro rompers in vibrant summer brights and all the Domino graphic tees that are great for both boys and girls. The "Different Together" tee is also a favorite as we celebrate Pride month in June!

POPSUGAR: What's one piece of advice you both have received when starting out the company?

LMR: Make sure you are solving a problem. It's as simple as that! That's what keeps us going, growing, and moving forward.

POPSUGAR: Name some of both of your favorite brands Maisonette carries?

LMR and SD: For accessories: Dagne Dover, Super Smalls, and State. For swim: Mott50 and Minnow. Apparel: Trotters, Angel Dear, Lalo, Jacadi, and the simple folk. For PJs: Petite Plume and Lovey & Grink.