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Chatting with Florence Macovei of AFTERHOURS


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By Ina Yulo Stuve on 8th March 2023

Meet Florence Macovei, the founder of AFTERHOURS, a fashion brand which makes incredibly wearable, sleek, and sophisticated clothes for the modern woman, in the latest instalment of our Women Who Launch series.

“I’m not going to lie, the fashion industry is very focused on who you know,” says Florence Macovei, who spent years building her little black book of contacts whilst working as a model and hostess for brands such as Hermes, Ferrari, Cartier, and Bulgari.

“If you have the right connections, you can have very big advantages. The contacts and knowledge I’ve made definitely helped me through my entrepreneurial journey,” she adds.

However, it wasn’t just contacts that helped Macovei when she pivoted from fashion insider to founder. Her keen ability to unlock what women want has allowed her to launch AFTERHOURS, a fashion brand which makes incredibly wearable, sleek, and sophisticated clothes for the modern woman. I recently road-tested the AFTERHOURS oversized linen shirt on a trip to Mexico and it was the perfect item to wear over my swimsuit whilst still staying fresh and stylish on the beach. Whether it’s breathable fabrics or flattering silhouettes, Macovei has a deep understanding of her customers’ needs and also leveraged her own experiences to build her first collections. “I always looked for clothes that were luxurious yet affordable while being versatile, and I always struggled, so that’s why I decided to start AFTERHOURS,” she shares. In this edition of Women Who Launch, we speak with Macovei about the mentors who provide a guiding light as she builds her brand and the piece she loves most from her current collection.

Tell me more about your upbringing and how this inspired you to become an entrepreneur?

My parents taught me and my sister to save and be independent. But whatever we saved, we spent on clothes! Growing up we loved to dress up and take pictures. I always knew I’d make a career in fashion. 

What were some of the biggest lessons you learned working in the modelling industry?

Be kind to everyone, you never know how the wheel turns. Also, be punctual—I think if you respect time, time will respect you back. 

If you could describe AFTERHOURS in three words, what would they be?

Versatile, powerful, and modern. 

What has been the most challenging part of launching a business so far?

While the creative part came naturally, I faced many challenges in the production and business sides of the process. 

What is your favourite piece in the current collection?

Definitely the leather trench coat. It’s made of vegan leather, it’s very comfy, and can be styled in a million ways. 

What is the one task you always do yourself and the task you recommend people outsource?

At the beginning it’s important to be involved in all aspects of the business. That way you can learn and understand how the whole process works. As I’m still in the beginning of my journey, I’m still involved in all tasks. The task I recommend people outsource is the one they do not master, for me it is online marketing. 

Is there a particular business skill that you're currently trying to master?

I have new design ideas everyday, but bringing these ideas to life is not easy, so I’ve been trying to master the sourcing and production parts of the business.

Do you have any mentors you look up to?

I’m very inspired by young, entrepreneurial women who have carved their places in the industry. The co-founders of luxury streetwear brand The Attico have achieved so much so fast and I find their story very inspiring. 




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