MAXJENNY!
MAXJENNY!
By Leon Haasbroek
The Power of Print, Presence, and Emotional Luxury
There are designers who follow fashion, and then there are those who quietly redraw its boundaries. Luxury, at its essence, has always promised rarity, craftsmanship, and meaning. Emotional luxury does not replace that heritage. It deepens it. In Maxjenny Forslund’s world, luxury is not diluted by feeling. It is strengthened by it, worn not only as an object of beauty but as a catalyst for confidence, presence, and personal transformation.
Originally trained as a furniture designer, MAXJENNY! approaches clothing with the patience of an object meant to endure. Where traditional fashion cycles demand constant reinvention, MAXJENNY! exists as a living visual language, allowing prints to evolve across seasons rather than expire within them. Each motif begins as art, guided by instinct rather than trend forecasting. Colour clashes, scale shifts, and movement remain intact as the artwork transitions from canvas to body. The goal is never decoration. It is presence.
Raised in Sweden within a maximalist creative household, Maxjenny’s aesthetic feels both deeply Nordic and entirely disruptive to the region’s minimalist stereotype. Craftsmanship, discipline, and integrity anchor her work in Scandinavian design tradition, yet emotionally her language expands far beyond restraint. Colour was never a rebellion. It was simply a natural extension of her upbringing, shaped by a fashion-designer mother, a silversmith father, and a home where creativity was constant. The result is a brand that sits within Swedish heritage while simultaneously challenging it.
At the core of MAXJENNY! lies a belief that clothing can alter emotional state. MAXJENNY! often speaks about the physical response to colour. The subtle shift in posture. The surge of confidence when a woman steps into a room feeling fully seen. Dopamine. Serotonin. Strength. Her garments are designed for women navigating moments that require visibility and power, not as performance, but as protection and self-expression. In an era dominated by quiet luxury, MAXJENNY! proposes an alternative. Luxury that is expressive, alive, and unapologetically present.
Internationally, the brand has built a reputation through showcases connected to Sweden’s fashion platform, particularly within the ecosystem surrounding Stockholm Fashion Week, where MAXJENNY!’s maximalist visual language has gained recognition against a backdrop of Scandinavian minimalism. Rather than relying on mass seasonal debuts, MAXJENNY! focuses on curated print drops and intimate presentations that allow the work to evolve organically. This slower rhythm protects the integrity of each collection while reinforcing the brand’s distinctive identity on the global stage.
Designing for a woman who moves between cities such as Stockholm, St. Tropez, Lagos, and New York, MAXJENNY! builds garments rooted in emotion rather than geography. Climate shifts, cultural context evolves, but the constant remains a woman’s desire to feel fully herself. The silhouettes are built around movement and proportion, often supported by couture-inspired tailoring and intuitive sizing that honours diverse bodies without compromising artistic intent. When a piece demands deeper individuality, it becomes one-of-a-kind, created exclusively for the wearer.
Equally significant is Maxjenny’s rejection of the relentless fashion calendar. Choosing small-batch production and curated print releases over mass seasonal output reshapes her relationship with sustainability. Rather than framing sustainability as marketing language, she treats it as a natural outcome of thoughtful creation. Producing only when there is something meaningful to say protects the brand’s visual clarity while avoiding the fatigue that comes from overproduction and endless discount cycles.
Balancing the dual roles of artist and entrepreneur requires conviction, yet Maxjenny sees no separation between the two. The creative instinct is the business. By refusing shortcuts that dilute the brand’s language, MAXJENNY! has grown into a recognisable print house built on authenticity rather than trend alignment. Her vision for the future is not about chasing relevance but sustaining emotional resonance. A fashion house known for building self-esteem into garments, proving that colour, joy, and confidence are not trends but ever-evolving tools for identity.
In a landscape where luxury often equates restraint with prestige, MAXJENNY! reminds us that boldness can be just as refined. When a woman steps into one of her pieces, the transformation is subtle yet undeniable. She stands taller. Moves differently. Not louder, but unmistakable.
And while the brand’s global journey continues to expand, word on the street suggests another destination may soon be added to the map. Quiet whispers hint that MAXJENNY! could be heading to Cape Town in Q2, bringing an exclusive collection to The Week of Fashion South Africa. For now, it remains a playful secret. But if the rumours prove true, the city may soon experience emotional luxury in its most vibrant form.
