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MAISON the FAUX is a creative studio which presents itself as a major fashion house. This fictional maison de couture is an affectionate dig at traditional fashion houses. De Boer and Suk play on the expectations of the world of fashion, using performance, individuality and love as their key ingredients. With a healthy dose of self-mockery, humour and a predilection for fashion, MAISON the FAUX have taken the national and international fashion stage by storm.

Using the term Humanwear, the label presents a new take on gender. MAISON the FAUX collaborates with creative individuals, who they call Résidents, on every new project. Together they shake up the fashion world, make innovative designs and create space for the development of young talent.

Since launching the house in 2013, MAISON the FAUX has presented four collections: It’s Cleaning Day!, Make a U-turn if Possible,  C'est vrai ou c'est FAUX? and recently ANNA. They regularly give theatrical and musical performances at exhibition openings and (fashion) events. On their wish list for the future is Beirut Brand Store, a perfume line with human odour, an album and a reality show.

Founded: 2013

Location: Arnhem

Temporary Fashion Museum
Guus Beumer
Maureen Mooren

This project is part of the programme track Things and Materials and the folder Material innovation.

Fashion has quietly renewed the very idea of renewal by constantly selling the past as a future, thereby framing current reality. This contrasts sharply with the idea that renewal always stems from technological innovation.