Today we’d like to introduce you to Ashli Fell.
Hi Ashli, we’d love for you to start by introducing yourself.
2026 Marks about 20 years of extensive design experience in the fashion industry, particularly in swimwear. My project to graduate from FIDM in Los Angeles, CA, was to pattern, source and sew a 15 piece collection and show at Barker Hanger. I was ready. The start of my career was quick, designing private label swimwear for Xhileration sold at Target as an assistant designer. We worked in a design team, where I payed close attention to what was working, what most women wanted. I began to develop a point of view that saw sales and thousands of units distributed across the US. That built confidence and strength in my own sensibility which grew into Senior Design positions at various brands like VitaminA, Monday Swimwear, Women’s Polo RL I had proven a track record of managing design processes, collaborating with global production, suppliers and developed products across different categories and markets. I had a new ownership and control over my time and worth. I began making through draping, sewing and marketing my own styles in 2020 that caught momentum during the lockdown. The brand is now 5 years going strong and expanding into a team and bigger space this year. A long and seasoned experience through opportunities, other creators and relationships over the years are the foundation of MAMÈNE.
Leading MAMÈNE and serving as Founder, I am focused on art direction, branding, and the full product line from design, development to production. The part I am always refining, is being a good business owner. It is one of the hardest parts about operating a brand as a creative. The passion of the art, being able to sew, understand garment construction is what makes our line unique. It’s what most women want to wear, comfortable and chic with a care-free sensibility. This shines through and keeps me going. My goal is to do more of our process in-house and simply build our team into making MAMÈNE a great place to work.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
The first products I was developing as an independent brand were Handbags. I had a neighbor that made them, him and his dad cut and sewed them based off of shapes we made out of cardboard. It was super special. I was getting a ton of organic press, influencers loving my styles but slow sales. I couldn’t put my freelance $ into it anymore, then the pandemic arrived and bag sales came to a halt. It is really hard to make a name in leather goods alongside traditional luxury brands. I had to come to an end something to come back up and keep trying. I pivoted during covid as my job slowed. I started sewing masks and then made a throw-on dress out of 100% linen that I had. It was a hit being part of the loungewear movement in 2020-2021. I was personally sewing every sale I made until I needed a supplier. Our struggles usually lie in production and suppliers. Trust is everything with partnerships, we count on them to deliver, on time and with the quality promised and what we promise our clients.
As you know, we’re big fans of MAMÈNE. For our readers who might not be as familiar what can you tell them about the brand?
The clothing has a sense of where I designed, California, New York City. It has a sense of travel and ease to wearing on vacation. We are known for key items, dresses, shirting and sweaters that most women want and they come back for more colors.
We use natural fibers, so fabric and yarn choice is important. Quality materials that last and age with the wearer is the foundation. The silhouettes are an extension of that idea so they are pieces that you want to wear for seasons and you can count on looking effortlessly put together.
Most proud of that fact that I built this business completely boot-strapped with my own paychecks, turning my freelance design business into a brand. We have no outside funding, so the brand is intentional and personally intuitive. There is a myth that you need millions of dollars to launch a brand and that it is normal to struggle. Neither of those are true.
We are building a small team now and I’m excited about expanding our all-female team in the future.
What do you like and dislike about the city?
My husband and I live in Bastrop, 30 minutes from Austin and we go into the city daily. I love that you can be in Austin and then 20 minutes away, you are in the country with a slower pace and sense of peace. I am super active so I go to Korrect Fitness 3 times a week and run with a training group. This city has a big active scene! I’m surrounded by great people and always someone doing incredible things. There is a vibrance and positivity to Austin. There is no shortage of good coffee shops, growing food spots, always discovering something.
Its hard to find what I like least about Austin. I’ve lived in many different cities and I really feel like home here. I guess it could use more public transportation. It is similar to LA in the sense that people are constantly out and about, so getting around would be much easier. I don’t want to see what has happened to LA happen here, with traffic taking over people’s time.
Pricing:
- $178 – 448
Contact Info:
- Website: https://mamene.studio/
- Instagram: https://www.instagram.com/mamene.studio/
- Facebook: https://www.facebook.com/mamene.studio/
- Youtube: https://www.youtube.com/@MAMENESTUDIO
Image Credits
Headshot and process photographer – Gabriel Diaz
Product Model – Katherine Horstmann
Product Model shoot photographer – Dagnushka
