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Minimalist style may be trending, but for Maddie Orlando, it’s always been the point. The 28-year-old founder of Artless Forever has spent the past four years designing apparel that simplifies the process of getting dressed – with refined staples that hold their place in a wardrobe, season after season.
With SS25 fittingly titled The Uniform Collection, Orlando leans even further into her signature ethos: elevated basics designed for everyday use. “SS25 was inspired by the concept of a personal uniform,” Orlando tells us. “I wanted to create a collection that was quietly confident, effortlessly cool, and intentionally simplistic, which in fact, is the true essence of the brand.”
Photo credit: Courtesy of Artless Forever
Known for hero pieces like the ’90s Dress and Easy Tank, Artless Forever has earned its reputation amongst it-girls for closet essentials that are anything but basic. The new collection introduces soon-to-be favorites like the Ellis Mini Short (an It Girl-approved nod to summer’s hot pant trend), the perfectly cut Reese Tee, and the Drew Pant, a polished, pull-on trouser made for travel days. “I’ve been living in the Drew Pants, especially when traveling this summer,” says Orlando. “The Reese Tee is literally the perfect white t-shirt, and the 90s Dress in black is my go-to when I don’t know what to wear out in the evening!”
Photo credit: Courtesy of Artless Forever
While trend-driven details make an appearance, everything in the SS25 lineup is rooted in timelessness. “Everyone has wardrobe staples they instinctively reach for. They’re the ones that are effortless, versatile, and make you feel like yourself,” says Orlando. “That is exactly what I set out to create with this collection. I felt that we needed to go back to basics and focus on nailing the true foundation of any wardrobe: a perfect white tee, relaxed pull-on pants for the summertime, and a mini dress that you can transition
seamlessly from day to night. These are the pieces that I personally live in, and when I realized they were missing from Artless, I knew The Uniform Collection was a necessity.”
Photo credit: Courtesy of Artless Forever
According to Orlando, consumers’ appetite for simplicity is only growing. “I believe that people are craving clarity in their closets, their routines, and their lives,” says Orlando. “With the rise of fast fashion and trend cycles that somehow seem to get shorter and shorter, there’s been a noticeable shift toward intentionality.” In place of trends, Artless offers apparel designed to last. “My objective is always to create pieces that are endlessly versatile and that build off of each other, season after season. Everything is thoughtfully designed to integrate seamlessly, so you can build a wardrobe with fewer, better pieces.”
More than just a design philosophy, simplicity is the throughline of the entire brand. “The Art of Simplicity is a tagline I created when reflecting on my own desire to eliminate excess,” Orlando explains. “I noticed that the most meaningful things in my life weren’t complicated at all. When applied to the daily ritual of getting dressed, our tagline is a reminder that confidence comes from feeling good in what you wear.”
Photo credit: Courtesy of Artless Forever
Orlando leads every creative decision, from sketching designs and sourcing fabrics to trying on samples and approving final fits, all while maintaining her presence as a creator, too. “It’s been a little challenging to split my time and focus because the majority of my days are not very glamorous or interesting, usually with many hours spent in front of my laptop. However, I really do enjoy sharing the brand-building experience with my audience,” says Orlando.
Photo credit: Courtesy of Artless Forever
As for what’s next, Artless recently hosted a pop-up in Orlando’s hometown: Toronto. The pop-up was filled with hundreds of consumers, eager to shop the new collection before it officially launched online and meet Orlando in person. “The weekend generated strong brand awareness and sales momentum, driving roughly 1 million social impressions and an 85% lift in revenue compared to our weekly average,” says Orlando.
As of August 2025, the brand is also available to shop online on Nordstrom.com. “We are so excited to launch Artless at Nordstrom, our first retail partner, this season. This is a milestone that marks an important step in expanding Artless’ reach and awareness while continuing to grow as a community-driven brand,” says Orlando.
If Artless’s SS25 is any indication, the art of dressing well might just begin with dressing simply.
In Partnership with APG
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