“Optimistic, determined, and genuine.” That’s how Lotte Brandenburg describes herself when asked about her character traits in the podcast. And those words prove to be more than fitting as she shares her story of building her own fashion agency. It all started at the very moment the world came to a standstill—right after the outbreak of COVID-19. “Everyone thought I was a little crazy at the time,” Lotte says with a laugh. Yet she persevered—and successfully so.
Intuition Above All
The biggest lesson from her first year as an entrepreneur? Learning to trust her intuition. “When you’re used to working in employment, you discuss everything. Now, you have to make decisions yourself. I found that scary at first, but it turned out to be my strength. When something works out based on your gut feeling, your confidence in following that compass grows.”
That approach paid off: within a few years, Maede Agency grew into a well-established name with ten brands in its portfolio. Still, it wasn’t all smooth sailing. “I’ve also made choices that didn’t work out in the end,” she admits honestly. “We stopped working with some brands because the collaboration just wasn’t right. And for me, collaboration is more important than the collection itself.”
Feedback as a Foundation
What sets Lotte apart is her approach to collaboration. She doesn’t just want to represent brands—she wants to build real partnerships. “I try to gather as much feedback from retailers as possible—not just numbers, but also gut feelings—and feed that back to the brands. That process already starts in the design phase. That way, you can build something together that really works in the market.”
Retailers appreciate that approach, she’s noticed. “We often hear that our communication and styling on social media are inspiring. By creating our own content that shows how we style collections in the showroom, we convey the atmosphere much better than through lookbooks alone.”
Trends: Niche Is Gaining Ground
Lotte sees clear trends for the coming season. Bordeaux, brown, and blue will dominate, with influences from western and preppy styles. But she believes the real growth lies not in aesthetics, but in specialization. “Brands that excel at something—like knitwear or premium basics—are performing best. A brand like Sysam, known for its raccoon knitwear, is selling like hotcakes, despite the higher price point. That says something: consumers are choosing value, not just price.”
New brands with a strong focus, like Reborn Antwerp with their French Terry basics, are also finding their place. “Quality wins. Retailers notice that consumers are more informed and making more conscious purchases. They want to know what they’re buying and why.”
Growth Requires Investment
Maede Agency is evolving too. Since October, Lotte has expanded her team to three people. “There’s only so much you can do with two. If you want to keep growing, you need to invest.” Despite the busy schedule, she tries to maintain a healthy work-life balance—something she has to manage carefully as the mother of a young child. “It’s always a challenge. But I get a lot of energy from my work. And if I can squeeze in a yoga class, that’s already a win.”
Her advice to other fashion professionals? “Dare to choose. Choose brands that stand for something, collaborations that feel right, and a way of working that suits you.” Because, as she puts it: “If you can make it work in times like these, it can only get better from here.”
Stay up to date with new episodes!
Want early access to the latest episodes and related articles? Follow us on Spotify and Apple Podcasts, and sign up for our newsletter. That way, you'll always be the first to know about new content. We're excited to share our passion for fashion, retail, and innovation with you.
See you at Textilia Talks!
Listen to the full podcast via the button below:
LISTEN TO PODCAST
Source: Textilia
