MAISON the FAUX is a couture label for ‘humanwear’ based in Arnhem, the Netherlands. The label aspires to be an affectionate reaction to the current fashion industry and a big faux wink in the direction of an audience liberated enough to move freely through an often narrow-minded world. MAISON the FAUX represents a new outlook on masculinity and femininity. Its designers aim to set decadence as the new standard, combining their couture statement pieces with street wear. ‘The Fictional House’, a rough translation of MAISON the FAUX, is rooted in a great sense of humour and self-mockery, combined with a deep love of fashion. It all started in July 2013, when designers Joris Suk & Hans Hutting graduated from the department of Fashion Design (BA) at ArtEZ School of the Arts in Arnhem; the birthplace of MAISON the FAUX. After a graduation with honours, MAISON the FAUX participated in the Much, Much collective and stormed off to Paris Fashion Week. A series of guerrilla fashion shows attracted widespread attention, offering a glimpse of the label’s unique signature. A fashion show at the Mercedes Benz Fashion Week Amsterdam on 23 January 2014 marked the official launch of MAISON the FAUX. Debut collection ‘It’s Cleaning Day’ left a global audience in awe, attracting praise from both national and international fashion editors. As Chief Creative Officers of MAISON the FAUX, designers Joris Suk & Hans Hutting head the Arnhem-based couture label. Their five-strong team consists of young, creative individuals looking to shake up the fashion scene, create room for young designers and achieve world domination for their own brand. In addition to its core-team, MAISON the FAUX collaborates with a broad variety of LAB partners as part of its continual efforts to innovate design and production.