Taya Payne, the designer of emerging Melbourne brand Maisie, named after her grandmother, wants to simplify our wardrobes with clever, interchangeable garments for special occasions.
FROM FASHION INDUSTRY INSIDER TO BRAND FOUNDER
“I’ve spent the last nine years working for global retailers across buying, design and production,” Taya explains. “I joined the industry at 18, straight out of high school, with no formal training or education in fashion, but I worked my way up, learning everything I now know on the job.
“I’ve been creative and entrepreneurial for as long as I can remember, so I always knew I wanted to build something I was passionate about for myself.
“My career had always centered around chasing fast-moving trends, but I wanted to create something that slowed down the desire to buy more, and rather, encourage buying better through intentional, versatile purchases that will be loved pieces in our wardrobes for years to come.”
Maisie was launched in December 2025, but Taya says that she has been sewing clothing for herself since she was in highschool: “I started sewing more officially when I joined the fashion industry at 18.”
Like the majority of new fashion brands, Maisie was launched online “with an ecommerce store and a strong social media presence” Taya explains.
“About six months after launching the brand, we held our first in-person showcase as part of Australian Fashion Week. This was an exciting opportunity for people to touch, try on and experience the brand in real life for the first time.”
Taya says that she is not inspired by other brands or designers specifically: “I have always liked what I liked,” she says.
“The personal brand I have built over the years is what inspires my strong creativity and vision. I find myself spending hours scrolling Pinterest, drawing inspiration from archival catwalks and classic fashion imagery.
“I actually find that aspirational places inspire me the most. What outfit do I picture myself wanting to wear to stroll through château gardens in the South of France, attend a garden wedding in Tuscany, or to have a long lunch in Paris?
VERSATILE CAPSULE PIECES DESIGNED TO BE WORN AGAIN
“Maisie is built on the foundation that your favourite outfits should be loved more than once and in more than one way.
“The brand was born with a mission to reimagine occasion wear through versatile features, and mix-and-match capsule pieces that defy trends and stand the test of time.”
The overall aesthetic of Maisie may be “feminine, romantic, soft, elegant and timeless” as Taya explains, but the thing that really makes the brand stand out is its unique concept of a multi-use capsule collection.
“A wedding guest outfit made up of pieces that could be worn to the office, or out for lunch with the girls, or a bridal capsule wardrobe of items you can style and love long after your big day,” Taya explains.
ETHICALLY MADE WITH LONGEVITY IN MIND
This concept is central to the brand’s operation and is an integral part of its sustainability position too.
“At Maisie, we are committed to creating timeless garments with integrity, care, and respect for the people behind every piece. We work closely with a trusted manufacturing partner in Guangdong Province, China, who shares our values on ethical production, craftsmanship, and quality,” explains Taya.
“Our supplier maintains internationally recognised certifications including SMETA and BSCI audits, helping ensure safe working conditions, fair wages, and the protection of fundamental human rights.
“Our thoughtful designs, created with versatility and longevity in mind, encourage each Maisie piece to be reimagined year after year, to help minimise the fast pace of trends and harm that fast fashion can bring to our society and planet.”
As for the future of Maisie, Taya says that plans include international expansion, and a flagship store.
“I dream of creating a space where the brand comes to life, and welcomes our community into the world of Maisie.”
For more information and to shop Maisie, go to maisielabel.com and follow the brand at @maisielabel