MY NAME IS MAITE ARAMAYO
FASHION WRITER AND BRAND STRATEGIST
Sugar-less-coat: it is an unfiltered take on fashion and culture, stripping away the fluff to deliver honest, insightful commentary.
I HAVE EIGHT YEARS OF EXPERIENCE WORKING ACROSS DIFFERENT SECTORS OF THE FASHION INDUSTRY IN MILAN, FROM LUXURY BRANDS AND MARKETPLACES TO MULTI-BRAND STORES AND FASHION MEDIA. THROUGHOUT MY CAREER, I’VE BUILT A STRONG FOUNDATION IN THE DIGITAL FASHION SPACE, GAINING FIRSTHAND INSIGHT INTO THE BUSINESS STRATEGIES AND CREATIVE PROCESSES THAT SHAPE THE INDUSTRY BEHIND THE SCENES.
SUGARLESSCOAT IS MY EDITORIAL PROJECT— MY SPACE TO WRITE ABOUT EVERYTHING I’VE SEEN, LEARNED, AND QUESTIONED WITH AN UNFILTERED AND CRITICAL LENS. THROUGH WRITING AND VISUAL CONTENT ON INSTAGRAM AND TIKTOK, I EXPLORE STYLE, IDENTITY, AND CULTURE FROM A FRESH, OPEN PERSPECTIVE.
BIO / EXPERIENCE / WORK
I STARTED MY FASHION CAREER IN 2017 WORKING IN RETAIL FOR BRIEF PERIODS AT DIOR AND GUCCI, BOTH AT THEIR FLAGSHIP STORES, WHERE I LEARNED ABOUT CRM. AFTER THAT, I LAUNCHED THE WEBSITE AND BUILT THE DIGITAL STRATEGY FOR IMPACT MOOD, A LUXURY MULTI-BRAND STORE BASED IN VIGEVANO, ITALY. AT THE SAME TIME, I ALSO STARTED WRITING AS A HOBBY AND RAN TWO BLOGS “LAMODAHOY” IN SPANISH AND “THEHASHTAG MAGAZINE” (BOTH HAVE BEEN CLOSED).
MY NEXT ROLE WAS AT RICK OWENS, WHERE I ENHANCED MY SKILLS IN E-COMMERCE—FROM CUSTOMER CARE AND INVENTORY MANAGEMENT TO MERCHANDISING AND LOGISTICS. WORKING THERE ALSO ALLOWED ME TO CONSOLIDATE MY LOVE FOR FASHION STORYTELLING.
MY NEXT ROLE WAS AT MIINTO, A DANISH MARKETPLACE, WHERE I WORKED AS A BRAND GROWTH MANAGER. DURING THIS EXPERIENCE, I WORKED ONE-ON-ONE WITH UP TO 20 EMERGING BRANDS FROM SWEDEN, NORWAY, AND DENMARK, CONSULTING THEM ON HOW TO GROW ON THE PLATFORM THROUGH BUYING GUIDELINES AND MERCHANDISING STRATEGIES. I ALSO HAD THE OPPORTUNITY TO WORK WITH BALMAIN.
AFTER THAT, I JOINED MACONDO STORE, A MULTI-BRAND STORE BASED IN VERONA, ITALY, AND PART OF THE 247 GROUP. AS THEIR E-BUSINESS MANAGER, I HELPED CONSOLIDATE THEIR DIGITAL STRATEGY, CURATED THEIR E-COMMERCE, PLANNED THE EDITORIAL CALENDAR, AND COORDINATED THEIR DIGITAL DEPARTMENTS.
IN 2025, I STARTED MY CAREER AS A FULL-TIME FREELANCER. I’VE HAD THE OPPORTUNITY TO WORK WITH HYPEBEAST AS A CONSULTANT, MANAGING THEIR BRAND PARTNERSHIPS IN ITALY.