María Cher: “We must dare to bet on our talent”

María Cherñajovsky, founder and creative director and who gives her name to the brand

The renowned fashion house María Cher is in a stage of full landing in United States. With its two stores in prominent areas of Manhattan, a showroom for wholesale sales and its own website for online business, it is taking its transgressive and classic style to the streets of New York.

When Infobae contacted María Cherñajovsky, founder and creative director and who gives her name to the brand, was about to board the plane because the open path in the United States market demands great attention and they are already coming the new summer collections for the northern hemisphere.

The arrival in the United States has meant that María Cher’s team, which has 20 years of experience, is currently focused and enthusiastic about the project: “once we are stabilized we will see how the expansion continues,” says the creative brain of the house, but always, clarify, “with a lot of humility and a lot of maturity”.

The first two stores were opened in emblematic neighborhoods of Manhattan, one of the fashion capitals. The first has been open since November 2021 on Bleecker Street in the West Village. The second has just opened its doors, on the iconic Madison Avenue.

The first two stores were opened in emblematic neighborhoods of Manhattan, one of the capitals of fashion.  The first has been open since November 2021 on Bleecker Street in the West Village.  The second has just opened its doors, on the iconic Madison Avenue
The first two stores were opened in emblematic neighborhoods of Manhattan, one of the capitals of fashion. The first has been open since November 2021 on Bleecker Street in the West Village. The second has just opened its doors, on the iconic Madison Avenue

“We opened at a time when it was very cold, in the month of November”, so the arrival of spring and the upcoming boreal summer generates great expectations, says Cherñajovsky. Even so, “The response is very good, people are interested in the proposal, it seems to them something personal, that it has the DNA of the brand, that it is design. They feel that there is something behind, that it is not a commercial brand, but that there is something that comes to tell”.

And part of that content is seen in the retail setting: “The store is worked on with an interdisciplinary team of architects and designers of objects and artists” and those who approach “They really like that the brand is Argentine and we accompany certain things that make us their own, such as music, some materials and Argentine gestures reinterpreted in our style and brand DNA.”

The work of the María Cher house for its Argentine and North American points of sale are different. “We have 4 collections that are designed for the international market. There are things that may be similar, but they are collections that go ahead of Argentina and are others” different from those presented in the country, underlined the alma mater of the organization.

The challenge of seducing a demanding profile, such as that of women in the United States, made María Cher’s team carefully observe tastes and styles, and in this sense it is framed that local collections are different from international ones. “Women in the United States wear a lot of dresses, we are more pants here, but there is something that has to do with the style that could be similar to an Argentine woman living in the United States or vice versa.” It is true, he says, that “for example, there they really like prints, here too, but there even more so. There are certain differences and certain similarities.”

"We Argentines are very good in creative terms, our standard is very high, and the possibilities in this market are enormous.  We have to cheer up and bet on our talent”
“Argentines are very good in creative terms, our standard is very high, and the possibilities in this market are enormous. We have to be encouraged and bet on our talent”

When Infobae He asks María what possibilities she sees for Argentine fashion abroad, and urges her to cheer up, to trust in her own talent and to make a bet. “Latino culture is very strong in the United States, therefore it is no longer a minority, and that is reflected in the number of opportunities that are presented. We Argentines are very good in creative terms, our standard is very high, and the possibilities in this market are enormous. We have to cheer up and bet on our talent”, it states.

Over time, María Cher has managed to go from being a clothing brand to consolidating a recognizable and defined identity. It is characterized by its prints, urban molding and avant-garde attitude. Regarding their arrival in the United States, he highlights that they are “excited by the wholesale (wholesale) because it allows us to have a wide coverage of the country, managing to penetrate different geographies and microcultures, and learn the different habits of each one. In turn, the retail (local) allows us to offer an approach to our entire universe, generating a one-on-one experience to get to know our end user first-hand”, says María.

The digital channel is proposed as a way to share, interact and expand the universe of the house without geographical or time barriers. In this way, each type of business has much to offer both for the company and for users.

María Cher decided to settle in the United States after having had experience abroad in neighboring countries such as Chile, Uruguay and Paraguay. Now it faces the largest market in the world and New York is one of the most iconic cities.

“The Americans are very receptive and the new proposals stimulate the market.  Our key: prints, quality, noble materials, a modern silhouette and continue to surprise”
“The Americans are very receptive and the new proposals stimulate the market. Our key: prints, quality, noble materials, a modern silhouette and continue to surprise”

What are the keys to being liked in the United States? María warns that “the Americans are very receptive and the new proposals stimulate the market. Our key: prints, quality, noble materials, a modern silhouette and to continue surprising”.

María Cher, says its creator, tries with her fashion to “show the ability to mix different styles in the same woman, find contradiction and integrate a classic woman with a rocker woman, a bohemian woman with a more net woman. For me, balance is what the brand is with all these premises”, she explains. “Masculinity and femininity in those styles they unite permanently and that is where I feel that I find something of our own and where we feel comfortable telling our own identity, it is the balance in those women that generate a styling that seems to me to be unique, it is beautiful and at the same time it is very strong and powerful”.

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María Cher: “We must dare to bet on our talent”