Maison Ledoux is a fashion brand that seamlessly blends culture, comfort, and conscious design. Founded by husband and wife team Tiara and James Starks, this brand is redefining what it means to wear your values, offering stylish and sustainable apparel crafted from ethically sourced, high-quality materials.
In this interview, Tiara and James share their journey in building Maison Ledoux, discussing how their personal experiences have shaped the brand and its mission.
Tiara, could you share more about your experiences at Northwestern University and how being one of the few Black students influenced the creation of the Both/And collection?
On graduation day, I was the only Black student graduating with my major. In fact, I only recognized two of the cognitive science students lined up to cross the stage. This was indicative of the isolated experience I had throughout college. I didn’t have people to study with or look out for me.
There were a lot of unspoken rules about making it in research that I didn’t know. This experience led me to create a nonprofit society for Black scientists pursuing careers in brain and behavioral research. With this organization, I hosted community events to teach the public about science and provided resources and networking opportunities to Black researchers like myself.
The Both/And collection started as a fundraiser idea to raise money for my nonprofit by selling merchandise that allowed Black scientists to showcase their pride in their profession along with pride in being part of the African diaspora. It occurred to me that people in other professions likely had the same experience and related to the struggle of being one of few Black people in the workplace. I decided to expand the design to include other careers, and the Both/And collection was born.
James, how did your engineering background contribute to the development of Maison Ledoux and your approach to design?
My approach to Maison Ledoux is pretty identical to my approach to mechanical design. I follow the same processes. In engineering, you design to a set of requirements, test the design using mockups and samples provided by the manufacturer, and then, once a product is validated, send it to market. The requirements and use cases for a hoodie might be different than a treadmill or a helicopter, but the process remains the same.
My engineering background has helped me come up with ways to test different design and packaging ideas. Like the metal, plastic, and wood often used in engineering, various materials found in clothing have different material properties. For example, Ankara is not nearly as elastic as fleece or jersey, so you have to have precise dimensions when using it, especially in areas like a sleeve or a neckline.
As we grow, I look forward to incorporating more of my engineering skills into our products, especially items like backpacks and purses. There are a plethora of materials, both luxurious and sustainable, that I am excited to play with and utilize to create some truly amazing pieces.
Tiara and James, how do your personal styles and backgrounds influence your creative process and the overall aesthetic of Maison Ledoux?
James: I enjoy defying stereotypes and expectations. I am an athlete, an engineer, and an anime and video game nerd. My creative aesthetic mirrors this spirit of coexistence and contrast. Stylistically, I mix traditional with eclectic, form with function, and minimalism with rich textures and colors. I also love to discover and create luxury experiences. You’ll see these characteristics in Maison Ledoux’s premium aesthetic and the way we invite our customers to push boundaries in their wardrobes.
Tiara: I am very much a perfectionist and have always been an advocate for others. This shows up in my creative process in how I pore over the details of each design and care about the experience of the people wearing each garment. My style is practical, comfortable, and creative, which is evidenced in the way that Maison Ledoux produces innovative designs that also meet the specific needs of our customers that are currently unmet in the industry.
We both love to mix contrasting styles, which is something you’ll see throughout Maison Ledoux’s aesthetic. We love to mix timeless styles with modern and sleek lines, masculine with feminine silhouettes, classic tailoring with pops of color. We also are both major fans of jewel tones. These are all things you’ll see in Maison Ledoux’s branding and design aesthetic.
Maison Ledoux is committed to slow fashion and sustainability. Can you elaborate on what slow fashion means to you and how it manifests in your collections?
Slow fashion means that we take time in our design process to prioritize fabrics that stand the test of time and incorporate inventory strategies like offering pre-orders and not over-purchasing inventory. Rather than constantly pushing out new designs every week that are based on fleeting trends and made with cheap materials, we focus on timelessness and durability.
In the Both/And collection, we use all-natural fabrics and prioritize organic materials. Every embellishment is stitched onto the garment rather than printed, so your clothing won’t need to be constantly replaced. We release our collections in limited quantities, minimizing waste and ensuring that every garment is a limited edition.
Our slow fashion approach leads to quality clothing that lasts longer. This is better for our environment and creates a premier customer experience that exudes quality and luxury.
Your signature hoodie features Ankara print sourced directly from Nigeria. What inspired you to incorporate this fabric, and how do you ensure ethical sourcing practices?
We wanted to use an African print fabric to invoke boldness and to embody our African roots and pride in being Black. As descendants of the transatlantic slave trade, many of our ancestors originate from West Africa. We knew we wanted to pay homage to this region. We wanted to honor the diversity of African textiles and the legacy of the Nigerian roots that many of us share.
It was our priority to ensure that the culture we are highlighting directly benefits from the growth of our business. When sourcing Ankara suppliers, we sought out woman-owned businesses in Nigeria to support the local economy. Purchasing from small, independent businesses rather than large wholesale factories also helps us to ensure the work conditions of the people providing us the fabric and that they are paid fairly.
What advice would you give to aspiring designers or entrepreneurs who want to make a positive impact through their work?
Be prepared to make sacrifices. Sticking to your ideals and values is often the harder path, and you have to be willing to take it if you are determined to make a positive impact. Whether it be supply chain, price point, staffing, policies, product design, money, or time, there will be something you have to sacrifice or that will be harder for you than it is for others in order to make a positive impact on the world.
At the same time, have balance, and make sure that you’re structuring your business to account for these sacrifices while still making a profit. Don’t give up! Know that it can be done but doesn’t have to be done all at once. Continue to learn, innovate, and stay in tune with the landscape of the areas you want to impact.
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