Informed by history and culture, Argentinian designer Maria Chernajovsky’s eponymous brand strikes a highly covetable balance between old and new. But its true power lies in its ability to empower women and drive social good.
“The self-confidence of styling, the blend of masculine and feminine, the classic and the new,” says Maria Chernajovsky when asked to describe the signatures of her eponymous brand. “It’s the complement of opposites. How a soft-printed, lightweight fabric can be dressed next to more structured, sartorial pieces; how a familiar garment can be both classic and new at the same time.”
Or, put another way, Maria Cher is all about striking a balance — and about finding harmony within the extremes. Though the collection is made up of easy-wearing, polished pieces — printed slip dresses, tailored pants, utility jackets, cozy knits — they are anything but basic. There’s a free-spirited energy that runs through the collection, imbibing each garment with a hint of rebellion that belies their classic silhouettes.
— one that’s made the Argentina-based brand a beloved favorite among some of the world’s most stylish women. But the Buenos Aires-born designer, who studied at London’s Central Saint Martins, is quick to point out that the brand’s appeal lies in the fact that it isn’t contrived. “I believe that aesthetic or style is not something that you can plan,” she says. “Or, possibly, you could, but it will certainly fail.” The way she sees it, Maria Cher is simply a reflection of herself, her background and the people and things she cares about. “My brand projects my conscious and unconscious dreams, my contradictions, and my equal love for sharp masculine neutral-colored pieces and stunning dresses or accessories,” she explains. “It’s a real spontaneous reflection.”
Chernajovsky has always been interested in exploring the intersection between worlds. Though she’s always been drawn to fashion and style, her first love was really pop culture. And music. “My relationship with rock culture as a fan was always there,” she explains. “I guess it was — and still is — my first motivation.” To that end, an undercurrent of 70s and 80s style runs through the entire collection. Not in a literal way — for Chernajovsky, it’s more about evoking a feeling, much the way she experiences her favorite songs.
It’s the wonder and longing you might feel upon hearing those dreamy first chords of Bowie’s Space Oddity. Or, the melancholic longing and sense of adventure conjured from the psychedelic synthesizer of Black Celebration by Depeche Mode. For Chernajovsky, it’s spiritual. Instinctual. “The pop culture of the 70s and 80s affected all of us in one way or another — especially in the way we understand freedom,” she explains. “And obviously understanding freedom is fundamental for any creative intention; it influences how we see elegance, beauty, sexuality.”
Chernajovsky’s hometown of Buenos Aires, with its convergence of cultures and history, has had a similar influence. “There is classic heritage, a new local chemistry and the native influence of ancient Argentinian communities,” she explains. “It’s full of complexities, contradictions and cultural interactions so there's a lot of information and expressions to be part of and to embrace. All of that makes a blend of rich inspiration that flourishes in whatever I do.”
Whatever she does, she says it’s always imbued with her personal mantra of gratitude.
It’s one of the reasons that, in addition to designing the collection and spearheading the brand, Chernajovsky is so passionate about giving back. Fifteen years ago, the brand partnered with the Argentinian government to create a helpline for women experiencing eating disorders, domestic violence and abortion discrimination. Spurred by its success, the brand now hosts an annual Women Who Inspire event which, in partnership with TEDx, brings together female thought leaders to discuss everything from politics to aesthetics. “Since the very beginning, when I founded the brand, I had a clear objective: to give visibility to women,” Chernajovsky says. “I always felt hesitant about the idea of only promoting clothes, so that is how, in Argentina, Maria Cher has always served as a channel of communication for the different topics relevant to women´s problems.”
