Founders Series: Coco Jensen of Coco Maisonette

how to build a timeless wardrobe, bring a childhood dream to life, & layer for fall

Welcome to the Founders Series, where every Monday we spotlight an inspiring founder and the story behind their work. This interview with Coco Jensen was originally published in our print paper, The Retreat, Issue No. 17 theme, Beauty. To read this interview (and more) in its intended. analog form, go here.

In this interview we talk about…

• bringing a childhood dream to life

• building a timeless wardrobe

• style vs trends

• layering for fall

• fear when starting (and running) a business

• Coco’s vision to design process

• how motherhood inspired her evolution and career

• confidence shifts during motherhood

• thoughts on beauty

• must-have accessories

• fall favorites

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It was a photo of the Eden Set that first caught my eye—a chocolate brown, romantic and effortless silhouette that my fall wardrobe was desperate for. Wearing the must-have was designer and founder of Coco Maisonette, Coco Jensen. She styled the set with gold earrings and a bandana and snapped a vintage-felt photo by tall grass and a wooden fence.

The time it took from feeling love at first sight to writing an email requesting (1) an interview and (2) a date when the set would be back in stock? In total: ten minutes. I’m a sucker for timeless, well-made (handmade) pieces, and Coco Maisonette checks all of the boxes and more. It’s more than a clothing brand; it’s a slow fashion community that inspires intentional, artful living and celebrates human connection. Each collection speaks to the heart of genuine souls and is a love note to slow, effortless fashion. What an honor to be on the receiving end.

It wasn’t just the pure beauty of the clothing that drew my attention, though—it was also the obvious beauty and kindness the creator behind the piece emitted even through my phone screen. After talking to Coco, I know the ping to reach out to her was meant to be, because her answers are that good. Consider this a timeless guide for crafting your closet for style, seasonability, and sustainability—and for finding the beauty in all of life’s seasons and offerings.

—Carley

The Chérie Blouse, Photo by Mikalya Herrick

Hi Coco! Dr. Zach Bush once said that “Beauty is the fabric of everything.” I believe this so deeply, and see it weaved throughout your brand Coco Maisonette. I’m so excited to chat about all things beauty today, especially since one of the easiest paths for me to feel beautiful is slipping on a gorgeous garment.

We are entering Autumn in the Northern Hemisphere and I desperately need your help. My friends will vouch for me when I tell you that I’ve never been the one they’ve gone to for fashion advice on the latest trends. I have, however, transformed from the child who once found her beloved green Adidas shorts in the trash because her mother said she wore them too much to a woman who loves to style a flowy and feminine get-up (and occasionally gets complimented by a stranger on the street—a rarity, but a success nonetheless). My point is, I’ve really been enjoying coming into my own style and I need a little direction for Fall. I would never ask you about trends, because frankly, it doesn’t align with Coco Masionette’s values—and also, because designer Karl Lagerfeld iconically noted that “Trends are the last thing before tacky.” So, all trends aside, what fashion advice do you have for me and The Retreat collective as we enter this new season? How can we craft our closets in the name of good style and sustainability?

Love that quote so much! I definitely feel this huge transition from trends to intentional consumption, which I love. My personal favorite thing to do when transitioning into Fall is layering. It can make your capsule wardrobe look and feel so fresh and is a great way functionally to deal with the ‘it’s cold in the morning but warm in the afternoon’ Fall transition ordeal. Think: a white tee under a sweater, a chunky sweater over a dress, a turtleneck under a graphic sweatshirt, or socks with Mary Janes. Layering adds an element of visual interest and texture. One of my favorite pieces of fashion advice I’ve received is wearing something that doesn’t belong. Whether it’s the wrong shoe theory, or the mismatched accessory theory, I think it adds depth and is an opportunity to try something new with low risk. This could be a baseball cap with a feminine dress, or a chunky shoe with a flowy maxi skirt. When crafting your closet with sustainability in mind, take your time creating your capsule wardrobe and finding pieces that speak and align with you. I love going through my closet and donating things during new seasons. It helps me see what I’m really drawn to and what I wear on a daily basis. Then you can see what you love and recreate by going to the thrift store, or purchasing from local makers and small, sustainable fashion brands. I’m seeing more brands offering sustainability with a range of style, helping consumers not have to compromise their personal style to wear organic cotton/other eco-friendly fabrics which is such a needed transition in this world of sustainable fashion.

Okay, I’ve shared a bit about my childhood…now it’s your turn. You’ve talked before about how young Coco loved to sketch clothing designs and dreamt of creating clothes that brought people joy. I can only imagine that bringing Coco Maisonette to life felt like a real honoring of your inner child. Can you share more about little you and your evolution as a designer and business owner? What advice would you give to someone who wants to honor their younger self’s passions but is scared?