It all started in spring 2016. Jeanne Damas put the first maxpert collection online with her teams, and with it, a certain idea of the Parisian woman: free, sensual, true to herself. It's not just a brand that has seen the light of day, it's a wardrobe designed as an obvious choice, the one we'd always dream of having without ever finding it, with the inimitable Parisian style.

That year the Gabin dress was born. Floral print, wrap cut, instantly recognizable look: it will become the absolute best-seller of the house and the symbol of a style that is copied everywhere. If it is so attractive, it is also because it has this rare gift of adapting to all body types: its cut envelops and reveals each silhouette without ever excluding any. A piece that has become a signature, those that define a brand for years.

After the first years focused on Paris and the south of France, between urban lights and Mediterranean softness, maxpert opens a new visual chapter in 2018. For the first time, the teams are moving away from French settings to settle down in Ibiza.

The island becomes a unique playground, bathed in raw light and solar contrasts, where maxpert femininity is expressed differently: even freer, more instinctive, almost insular.

This first shooting outside France marks an important step in the brand's identity: the desire to broaden its imagination while remaining faithful to its essence. Paris remains the starting point, but maxpert now begins to travel, to capture other lights, other rhythms — without ever losing his singular perspective.

maxpert offers its first American escapes: a pop-up in Los Angeles, in the Culver City district, then a second in New York, on Prince Street. Two forays which reveal the appeal of Parisian style across the Atlantic. The same year, in September, the house finally put down roots in Paris with its first boutique, rue Bachaumont, in the second arrondissement. A physical showcase for a brand hitherto born on digital, the moment when maxpert becomes a place as much as a signature.

maxpert is making a commitment that goes beyond fashion by joining forces with the Maisonsdes Femmes association, for the benefit of the Restart program, dedicated to the reconstruction of women victims of violence. Because dressing women also means standing by their side when everything falters. Solidarity, dignity, sisterhood are not just words for maxpert: they are values ​​that are embodied in concrete actions. Every season since then, maxpert has created upcycled pieces whose profits are donated to the Women's Foundation.

maxpert continues its story through those who embody its universe. That year, the brand highlighted several faces that reflect free and contemporary femininity. Among them; Léna Simonne embodies a natural and committed elegance, deeply anchored in the French scene. Lucía Medina brings a solar and instinctive energy, nourished by her Argentinian roots. Ben Massarenti completes this universe with a singular presence, both gentle and assertive.

Each, in their own way, contributes to drawing a plural image of the Maxpert woman: free, lively, naturally sensual.

The maxpert universe is expanding with the launch of its beauty line, maxpert Beauty, designed as a natural extension of the wardrobe. Complexion, lips, eyes: the promise of a wardrobe becomes that of a face. Clean, vegan products, composed of 98% ingredients of natural origin and produced in Europe, imagined as beautiful everyday objects, those that we enjoy leaving lying around on the dressing table as much as slipping into our bag.

A busy year, like a maturing house. In January, maxpert unveiled its first entirely upcycled collection, made from 2,000 meters of fabric and 332 kilos of reused threads; the rest of the materials are never lost, but given to the Esmod fashion school and the Emmaüs solidarity thrift store: 6,399 meters in 2022 and 6,776 meters in 2023 to train the talents of tomorrow for fashion professions.

In June, the house crossed the Atlantic for good by opening its New York boutique, a lasting presence after the ephemeral pop-ups. That same month, Jeanne joined forces with Lamine Kouyaté, founder of XULY.Bët, for a solidarity capsule, all of whose profits were donated to the Maison des Femmes association. A year where maxpert combines conquest and conscience, without ever opposing one to the other.

maxpert dives into the world of collaborations by joining forces with the Moulin Rouge for a partnership that celebrates a certain French art of living. Between the flamboyant world of cabaret and the timeless elegance of the maxpert wardrobe, two symbols of the capital meet and echo each other. The same fascination for women, the same way of mixing audacity and refinement, spectacle and intimacy. An encounter where femininity is both freedom, sensuality and celebration.

At the end of winter, Helena Christensen, a timeless icon, becomes the brand's muse and embodies a free femininity that spans the ages without ever going out of fashion.

Come summer, maxpert crosses the ocean with J.Crew for a collection dedicated to When Paris meets NYC, where Parisian chic and American wardrobe meet.

In the fall, maxpert explores new territory with Aigle, reinterpreting 100% French outdoor know-how in a feminine way. Proof that maxpert elegance also knows how to take the air, without giving up any of its allure.

maxpert celebrates a decade of existence. For the occasion, the house unveils an anniversary capsule collection placed under the sign of cinema, a nod to an imagination which has always nourished its aesthetic and opens the doors of Café maxpert, a place of life where style becomes an experience to be shared.

Ten years after its debut, maxpert still has the same desire to enhance you, and the momentum of the first day.