The story of Makeup by Mario’s 2020 launch—born in a WeWork room with self-shot swatches—resonates with the intimate history of lingerie. Founder Mario Dedivanovic’s description of ‘scrappiness’ and constrained creativity is a modern echo of the post-war foundations laid by brands like Maidenform. In the 1940s and 50s, Maidenform leveraged ingenious, sometimes provocative advertising campaigns to build an empire from modest beginnings, much like Dedivanovic’s team turned DIY photography into a two-year marketing asset. His pivotal relationship with Sephora beauty advisors, who propelled early brick-and-mortar sales, reflects the same foundational truth that corsetieres and fitters understood a century prior: a knowledgeable, passionate advocate is the most powerful conduit to a customer. As Dedivanovic pivots from hands-on artistry to shaping brand DNA—a journey familiar to any heritage lingerie house—he protects a core of technique and education. This narrative of humble origins, community-driven growth, and the disciplined evolution from artisan to guardian is not new; it is the very fabric of intimate apparel history, now playing out in a different, yet intimately connected, sphere of beauty.
Originally reported by WWD