Melke Makes Me Lactose Tolerant [FW 2024]
- Joshua Miller
- Sep 7, 2024
- 3 min read
Introducing Melke
I've been a fan of Melke since college and my favorite thing about them is how much they've been able to create with so little.
On the website, you'll see that Melke NYC only has 24 items out for their Fall-Winter '24 collection "The Heist."
However, the brand has been worn by innumerous creators, Caroline Vazzana being the most notable.
Why is this?
Melke's Success
I wrote in my post about YITAI "Good brands follow trends to chase customers, but GREAT brands create a unique aesthetic that brings customers to them." and I think that concept applies here.
Melke has a unique set of values and aesthetics that help it stand out from the millions* of other NYC fashion brands.
I love how they live out their values of whimsy, individuality, and freedom.
I think Melke represents Brooklyn's energy of alternative creativity in such a cool way, and I especially think they did that with their FW2024 collection "The Heist."
The Heist
"The Heist" caters to the brand's values through its imagery, color, and styling.
This collection features fun plaids, wacky iconography (carrots? fish?), and interesting design elements (bows!) to help it stand out.
My favorite trend in the collection is the bows.
I've enjoyed this trend for about a year and I *really* enjoy Melke's play with it.
Seeing bows on Cardigans, Skirts, and Dresses that serve no purpose other than looking cool reminds me of the importance of hedonistic value in fashion.
While these bows don't serve a functional purpose on the garment they help the wearer feel excited to be perceived by others, which I find incredibly valuable.
In a world with so many people, it can feel like no one sees you, Melke challenges that by helping the wearer declare "this is who I am!" in a way that can't be ignored.
Another trend that I called six months ago is Academic Romanticism.
I'll write a post on this later this month, but what you need to know is that this fall it's cool to be in school, so expect plaids, sweaters, and collars to be everywhere with library imagery to follow.
My Favorites
I'd imagine it'd be hard to have a boring day in a sweater like this. It's a CARROT!
Like its pairing sweater, this carrot skirt is a bold choice for someone who needs a creative accent for their outfit.
Representing Brooklyn's individuality, this dress is a great choice for someone who wants everyone to know that they have style and personality.
I'm obsessed with these knit bows.
A bit more classy than the first bow dress I showed, I love this dress because it shows that creativity and individuality aren't always informal.
Conclusion
I find a lot to like in Melke's new collection "The Heist."
I hope that even if you can't wear these clothes they function as a reminder of the value of human expression and the importance of creativity.
Melke gets this, do you?
P.S. - I'm going to New York in a month and I haven't decided what I'm going to blog about while I'm there. Should I check out some boutiques? Invade Saks 5th Avenue? There are so many choices. I'll just ask my best friend. 🤷
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