MAUI X LOLITA unveils SS25 at NYFW
Maui X Lolita, the celebrated womenswear brand helmed by the mother-daughter duo Lolita and Maui Malone, is set to unveil its much-anticipated Spring/Summer 2025 collection on September 6. The show will take place at 7 p.m. on the opening day of New York Fashion Week, marking a significant milestone in the brand’s evolution. The upcoming collection will showcase the brand’s expanding range, which now includes both ready-to-wear and resort pieces. In a first for the brand, Maui X Lolita will also debut a small menswear capsule collection, signaling a new direction for the label. Founded in 2020 during the pandemic, Maui X Lolita started as a swimwear line before quickly branching out into a broader range of fashion offerings. Maui X Lolita’s designs have been worn by prominent Broadway actresses like Lorna Courtney, Emilie Kouatchou, and Leanne Antonio, as well as by influential figures such as Jae Gurley, Cici Michelle, and Destiny Owusu.
“This collection is as ambitious as it is stunning,” said Maui Malone, co-founder and creative director. “With 50 pieces that depart from our traditional designs, this season represents a bold new chapter for Maui X Lolita. We’re thrilled to introduce our official MxL and FFGO (For Fly Girls Only) monograms into the collection.” This will be the fourth season Maui X Lolita presents at New York Fashion Week. The brand made its debut as part of Runway Seven, but has since moved on to produce standalone shows, reflecting its growing prominence in the fashion world. Lolita Malone, the brand’s designer and co-founder, added, “When I put love into the outfit I’m wearing for the day, people can feel that and smile as I walk past. I hope our guests feel that same joy and inspiration as they see our models walk the runway. This collection features denim in unexpected ways, printed silks, and outfits for every occasion—from vacation wear to formal wear.” The Spring/Summer 2025 collection is themed “Who is the Fly Girl?”—a nod to the brand’s enduring tagline, “For Fly Girls Only.”
True to its roots, The brand continues to source much of its fabric from New York City’s Garment District, with all manufacturing done locally. Lolita Malone brings over two decades of fashion industry experience to the brand, having started her career in custom design before moving into bold fashion for exotic dancers along the East Coast. Before co-founding Maui X Lolita, she launched and managed Leonessa Swimwear and Maui Kai Swimwear. The Spring/Summer 2025 runway show promises to be a highlight of New York Fashion Week, marking another exciting chapter in the Maui X Lolita story.