MADELINE WOO
THE FOUNDER
HISTORY
FOUNDED IN 2025, MADDWOO STUDIOS WAS BORN FROM DISRUPTION — FROM THE REFUSAL TO CONFORM. INSPIRED BY FOUNDER MADELINE WOO’S BACKGROUND IN FASHION AND DANCE, THE BRAND TRANSFORMS MOVEMENT INTO FORM AND EMOTION INTO STRUCTURE. EACH PIECE EMBODIES THAT TENSION BETWEEN FREEDOM AND DISCIPLINE.
A VISION TO MERGE INTIMATE CRAFTSMANSHIP WITH MODERN MINIMALISM. EVERY ELEMENT OF THE BRAND — ITS IDENTITY, ITS GARMENTS, ITS ETHOS — HAS BEEN CONCEIVED WITH INTENTION AND CARE. THE LOGO AND ICONOGRAPHY, CREATED BY PORTUGUESE DESIGNER DANIELA DOE, EMBODY A BALANCE OF STRENGTH AND SUBTLETY THAT REFLECTS THE BRAND’S PHILOSOPHY: BEAUTY LIES IN INDIVIDUALITY, SIMPLICITY, AND EMOTION.
THE STUDIO
EACH COLLECTION BEGINS AS A SILHOUETTE IMAGINED BY MADELINE WOO, THEN REFINED AND BROUGHT TO LIFE THROUGH THE COLLABORATION OF MARIA ANDERSSON AND DANIELA DOE. FROM CONCEPT TO CONSTRUCTION, EVERY GARMENT IS HAND-CRAFTED BY SWEDISH ARTISANS, WHERE EACH STITCH, FOLD, AND FINISH IS GUIDED BY A REVERENCE FOR DETAIL. MADDWOO’S PROCESS HONORS SLOW CREATION—EACH PIECE SHAPED BY HAND, MADE TO ENDURE, AND BUILT TO CARRY THE QUIET CONFIDENCE OF THOUGHTFUL DESIGN
TEAM
MADELINE WOO (B.1998) FOUNDER AND CREATIVE DIRECTOR AT MADDWOO STUDIOS, IS a principal dance artist from Los Angeles California. After completing her training, she joined The Royal Swedish Ballet, in Stockholm in 2016, where she became a principal dancer in just five years with the company. IN 2025, SHE MADE THE DECISION TO JOIN THE SAN FRANCISCO BALLET AS A PRINCIPAL DANCER. Having always had a deep interest in style and fashion, she parlayed this into the ballet studio, where she quickly became known for her eclectic, non traditional outfits. Madeline has developed a strong resilience and spirit of self empowerment by defying traditional dress code and style norms in her industry, and it was through this ethos that impelled her to galvanize her life long experience of movement to create Madd Woo. So everyone, not just artists and dancers, can feel the power and elegance of individuality.
MARIA ANDERSSON (B. 1985) CHIEF SEAMSTRESS AT MADDWOO STUDIOS, IS A TEXTILE ARTISAN WHOSE TRAINING, MATERIAL SENSIBILITY, AND TECHNICAL MASTERY FORM THE FOUNDATION OF THE BRAND’S CRAFT. HER FORMAL EDUCATION AT NORDISKA SKRÄDDARSKOLAN (2001–2005), ALONG WITH FURTHER STUDIES IN TEXTILE TECHNIQUES AND ART HISTORY, ESTABLISHED A RIGOROUS APPROACH TO MAKING THAT SHE HAS SINCE REFINED ACROSS SWEDEN’S FASHION AND PERFORMING-ARTS LANDSCAPE. BEFORE JOINING MADDWOO STUDIOS, SHE WORKED AS A TAILOR, TEXTILE TECHNICIAN, AND FREELANCE COSTUME SPECIALIST FOR LEADING COMPANIES AND INSTITUTIONS—INCLUDING WERMLAND OPERA, UPPSALA STADSTEATERN, SMÅLANDS MUSIKTEATERN, AND DRAMATEN—AND MOST RECENTLY SERVED AT KUNGLIGA OPERAN, WHERE SHE AND MADELINE WOO FIRST COLLABORATED. THAT EARLY PARTNERSHIP LAID THE GROUNDWORK FOR A TRUSTED, INTUITIVE CREATIVE DIALOGUE THAT NOW SHAPES THE STUDIO’S GARMENT DEVELOPMENT. THROUGH EVERY CUT, SEAM, AND FINISH, MARIA BRINGS A DISCIPLINED EYE AND A POETIC PRECISION THAT TRANSFORMS DESIGN INTO ITS MOST RESOLVED EXPRESSION.
DANIELA DOE (B.1996) is a Graphic and Textile Designer with French and Togolese heritage, based in Malmö, Sweden. She holds a BA in Fashion Design from the Architecture University of Lisbon and an MA in Communication Design from the Fine Arts University of Lisbon. Her practice focuses on translating experimental graphic design into hand-tufted rugs and textiles. She combines traditional techniques like tufting, embroidery, and printing with contemporary design, creating a dialogue between old and new. She explores how graphic design can become a tactile and memorable experience through traditional handcrafts to express graphic concepts. Since 2021, Daniela has been running her design studio in Malmö, working on personal and commissioned projects on textiles, graphic design, and art direction. AFTER JOINING FORCES WITH MADELINE IN 2025, SHE HAS BECOME AN INTEGRAL PART OF MADDWOO STUDIOS.