Madalynne Intimates ~ An ‘Experiential’ Brand

December 19, 2019

By ELLEN LEWIS

Indie designer, entrepreneur and millennial innovator, Madalynne Flanigan has redefined the 21^st century definition of success in the Lingerie Industry. I met Maddie at a trade show several years ago, a sales channel she has relinquished for a unique brand model that has fueled her successful intimate’s business. Insight into Maddie’s career trajectory reveals how this generation has reshaped a start up business to survive and prosper in the shadows of established lingerie brands.

Madalynne’s design dream was born when she discovered her mother’s sewing machine packed away in the linen closet after a losing battle with breast cancer. In order to find solace, Maddie decided to pursue her passion for sewing and enlisted in a class that began a 2 year apprenticeship with an 83 year old seamstress whose expertise was honed in her own years at Christian Dior. The foundation for Madalynne Intimates was set.

During Madalynne’s 8 year tenure at Urban Outfitters where she interned and was hired as a technical designer, she was recognized for her creative skills and asked to collaborate on two exclusive intimates lines, including her namesake collection. Available online and in 50 doors, one item was a complete sell out. Subsequently, she teamed up with Simplicity developing lingerie design patterns and began her bra making workshops.

Setting out on her own, Maddie launched her eponymous brand the traditional way; trade shows for example. It didn’t work for a cadre of reasons. High sales expectations and retail realities resulted in too much inventory. Turning the problem to opportunity, she recognized the symbiosis of using her pattern making, sewing skills and design production requirements and began a unique business model. It’s a platform that not only sells lingerie but teaches how to make it.

Based in Philadelphia, Madalynne Intimates is a 4 part option for the consumer:

Small batches of ready-made intimates available at retail on the website, in select specialty stores and special pop up venues. This is the Madalyn Lingerie, Maddies original brand of elevated basics geared to a millennial woman. “Everything I make, I need to wear personally. My mission is to create Everyday Basics”.
PDF patterns and a Kit including all necessary supplies to create the garment (which can’t be used to generate a business). The kit is a savvy way to use excess materials that she is required to buy when sourcing production minimums for her Madalynne collection
Classes to learn how to make the garment. These monthly workshops at her Lingerie studio use 10 patterns to teach students, aged 16-75, how to sew. Participants vary: hobby seekers, buyers who want to understand bra construction, bridal shower and birthday activities and would be designers. Attendees spend a full day that includes a luncheon sponsored by Lennox.
Collaborations with other designers who enlist Maddie’s expertise to create patterns for their own brands.

Madalynne has been featured in a plethora of publications including The NY Times Fashion Magazine, Vogue, Forbes, The Knot. the Huffington Post and more. I am sure it’s because her business model is a perfect example of how the millennial generation has disrupted tradition to pursue their own vision of success. It is what I like to call “experiential” branding.