MAISON the FAUX
MAISON the FAUX is a privately held multidisciplinary creative studio in Ede, Netherlands, founded 2013, that designs fashion collections, performance installations, theater/costume productions, and museum exhibitions for cultural institutions, theaters, opera houses, and festivals across Europe, the USA, and Japan.
- Company typePrivate
- Founded2013
- HeadquartersEde, Netherlands
- Headcount1–10
- GTM typeB2B
- OfferingServices
What MAISON the FAUX does
MAISON the FAUX is a privately held multidisciplinary creative studio based in Ede, Netherlands, founded in 2013 and operating with a 1–10 person team. The studio positions itself as "a creative studio posing as a grand couture fashion house," producing work across three core disciplines: fashion and costume design, performance art, and spatial/set/interior design. Its portfolio spans fashion collections (FAUX Cosmetics at New York Fashion Week 2017, I Love Me More bridal capsule), museum exhibitions (YouthQuake at Kunsthal Rotterdam 2021, DRESS UNDRESS at Modemuseum Hasselt 2022, Wonderful Things at Kunsthal Rotterdam 2022, Yes, I do at Fries Museum, Fashion for God at Museum Catharijneconvent 2023), theater and opera productions (Atropa, HOPE at Thalia Theater Hamburg, Bluebeards' Castle at Staatsthealer Braunschweig), performance installations (12, CRADLE NIP GO, EXIT/EXIST, TIMELESSTIME, THE TAIL), and festival experiences (the CROQUE MADAME revue club at Down the Rabbit Hole 2024).
The studio operates a project-based commissioned services model targeting enterprise clients in cultural institutions, theaters, opera houses, and festivals across the Netherlands, Germany, Belgium, the USA, and Japan. Its signature 'FAUXperience' methodology integrates fashion, performance, set design, and storytelling into immersive offerings that differentiate institutional programming. Distribution runs through fashion week presentations, museum and theater commissions, and since 2024 a small direct-to-consumer e-commerce boutique ('the Boutique') for concept-capsule releases. Marketing relies on international fashion week visibility, institutional partnerships, and an organic social presence on Facebook and Instagram. No funding rounds, institutional investors, or parent entities are disclosed, indicating a bootstrapped operating model sustained over more than a decade.
MAISON the FAUX firmographics
Firmographics- Name
- MAISON the FAUX
- Website
- https://maisonthefaux.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- MAISON the FAUX is a privately held multidisciplinary creative studio in Ede, Netherlands, founded 2013, that designs fashion collections, performance installations, theater/costume productions, and museum exhibitions for cultural institutions, theaters, opera houses, and festivals across Europe, the USA, and Japan.
- Ownership category
- akta.pro rank
MAISON the FAUX industry classification
Industry- Product category
- Fashion Design & Creative Studio Services
- NAICS
- Interior Design Services (54141), Theater Companies and Dinner Theaters (711110)
- akta.pro primary industry
- Luxury & Designer Apparel Houses (CRAAAAAC)
- akta.pro secondary industry
- Event Signage, Props & Custom Installations (HSACAOAG)
Keywords
Where MAISON the FAUX is headquartered
LocationHeadquarters
- HQ city
- Ede
- HQ country
- Netherlands
- HQ region
- Europe
Markets served
MAISON the FAUX business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Creative Studio Services: Commissioned work for cultural institutions, theaters, and festivals including costume design, set design, scenography, and performance creation
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
MAISON the FAUX product offering
Product offeringCore offering
MAISON the FAUX is a multidisciplinary creative studio that designs and produces fashion collections, costume design, performance art installations, set/scenography and interior design for cultural institutions, theaters, opera houses, fashion weeks, museums, and festivals. The studio creates "FAUXperiences" that combine fashion, performance, storytelling, and spatial design, and also operates an online boutique for concept-capsule releases.
Product overview
MAISON the FAUX is a creative studio posing as a grand couture fashion house, rooted in fascination with the REAL and FAKE, humor, and self-mockery combined with deep love of fashion. The studio creates FAUXperiences that challenge audiences to view the world in a new light. The portfolio includes fashion collections (FAUX Cosmetics, I Love Me More bridal collection), theatre performances (Atropa, HOPE, Bluebeards' Castle), performance installations (12, Smile Now Cry Later, CRADLE NIP GO, EXIT/EXIST, TIMELESSTIME, THE TAIL), immersive experiences (the CROQUE MADAME revue club), and museum exhibitions (YouthQuake, DRESS UNDRESS, Wonderful Things, Yes I Do, Fashion for God). The work is presented across platforms including Amsterdam Fashion Week, Tokyo Fashion Week, Los Angeles Fashion Week, and New York Fashion Week, as well as theatres and museums throughout Europe.
Differentiator
Problem solved
Functional benefit
Products and services
- FAUX Cosmetics Fashion collection presented at New York Fashion Week February 2017 featuring nonchalant laced red satins, foundation-coloured wools, puffy sleeves, embroidered lipstick swatches, and signature denim pieces, evoking decomposed glamour. Aimed at fashion week audiences and the studio's couture-style runway presentations.
- I LOVE ME MORE bridal collection A bridal collection deconstructing bridal clichés, consisting of four looks inspired by bridal silhouettes including the dress, bridal lingerie, reception look, and morning-after hangover sweats. Features corsetry, silk pleats, and frosting cake print. Also serves as the first concept-capsule release on MAISON the FAUX's relaunched Boutique platform.
- MAISON the FAUX Boutique (the Boutique) Online boutique platform offering small concept-capsule fashion releases to individual consumers, complementing the studio's commissioned creative work for institutions.
- Commissioned Creative Studio Services (costume design, scenography, set/interior design, performance direction) Custom commissioned creative services including costume design, scenography, set design, interior design, and performance direction for cultural institutions, museums, theaters, opera houses, festivals, and fashion week platforms. Delivered to enterprise clients across Europe and selectively in North America and Japan.
Quantifiable outcome
- Presented at 4 major international fashion weeks (Amsterdam, Tokyo, LA, New York)
Companies that use MAISON the FAUX
Customer profileNamed customers13 records
Segments4 records
Ideal customer profiles4 records
MAISON the FAUX technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
MAISON the FAUX partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered major, supporting and core.
- MU Hybrid Art HousemajorTIMELESSTIME multi-disciplinary performance installation during Dutch Design Week 2023, exploring time and timelessness.
- Museum CatharijneconventmajorFashion for God exhibition (autumn 2023) showcasing extraordinary fashion from Renaissance and Baroque periods.
- Kunsthal RotterdammajorWonderful Things exhibition (September 2022) featuring Tim Walker's photographic work influenced by V&A collection treasures.
- Machinefabriek GroningensupportingVenue for CRADLE NIP GO performance installation, exploring sacrifices and melted mythologies.
- Modemuseum HasseltmajorDressUndress exhibition (February-November 2022) examining fashion's pendulum between hiding and revealing.
- Kunsthal RotterdammajorYouthQuake exhibition (January-August 2021) exploring youthfulness in image culture, in collaboration with Fashion Museum Hasselt.
- NITE (NNT + Club Guy and Roni)coreFour-year RAW trajectory as performance designers for NITE, creating EXIT/EXIST and CRADLE NIP GO performance works. MAISON the FAUX marks its transition from fashion into theater through this deep collaboration with the Dutch theater company.
- het Centraal MuseummajorCollaboration with the Utrecht museum for exhibitions and fashion projects.
- Club Guy and RonimajorTheater company collaborated with for various performances and creative productions.
- Down the Rabbit Hole FestivalmajorCreated CROQUE Madame, a sensational revue club for the Down the Rabbit Hole Festival, featuring cabaret, burlesque, and theatrical performances.
- Frankfurt SchauspielhausmajorTheater production collaborations in Germany.
- Fries MuseummajorJa, Ik Wil! exhibition presenting comprehensive overview of wedding dress history.
- Ubernerdsupporting3D animation studio collaboration for EXIT/EXIST performance video work, creating layered cinematic exploration of identity.
- Thalia Theater HamburgmajorHOPE international interdisciplinary theater performance about power, doubt, and truth, with MAISON the FAUX shaping costume design.
- Staatstheater BraunschweigmajorFortress of the Body / Duke Bluebeard's Castle production blending dance and music theater, with costume design by MAISON the FAUX.
- Museum ArnhemsupportingMuseum Arnhem curated video art collection for CROQUE Madame club's billboard.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
MAISON the FAUX competitors and assessment
Company assessmentOthers
- MU Hybrid Art House: Eindhoven-based hybrid art space where MAISON the FAUX presented TIMELESSTIME during Dutch Design Week 2023. Not a direct competitor but a venue/ecosystem partner operating in adjacent space at the intersection of design, technology, and immersive art experiences.
Direct peers
- Viktor & Rolf: Dutch conceptual fashion house renowned for theatrical runway presentations and couture collections that blur fashion and performance art. Closest direct peer: same Dutch origin, similar 'fashion-as-art' positioning, comparable multidisciplinary approach combining couture with conceptual installations.
- Maison Margiela: Paris-based conceptual fashion house famous for deconstruction, theatrical presentations, and blurring lines between fashion, art, and performance. Comparable conceptual-couture identity and self-mockery aesthetic parallel MAISON the FAUX's REAL/FAUX thematic exploration.
- Comme des Garçons: Rei Kawakubo's conceptual fashion house consistently challenges conventional fashion show formats through theatrical, immersive presentations. Comparable brand-as-creative-studio positioning, conceptual runway work, and international fashion week presence make it a strong peer.
- Walter Van Beirendonck: Belgian avant-garde fashion designer known for conceptual collections merging fashion, performance, and visual storytelling. Comparable theatrical, conceptual approach with runway-as-performance identity and Belgian/Netherlandish fashion ecosystem overlap.
- Bernhard Willhelm: German-Belgian conceptual fashion designer whose collections blend humor, performance, and costume-like conceptual wear. Comparable play with REAL/FAUX tension, fashion-meets-costume aesthetic, and presentation at international fashion weeks.
- Studio Drift: Dutch multidisciplinary art studio creating large-scale installations and performances that fuse technology, fashion, and sculpture. Same Dutch origin, similar multidisciplinary art-meets-fashion practice, and international exhibition presence parallel MAISON the FAUX's scenography work.
- Iris van Herpen: Dutch fashion designer known for fusing technology, sculpture, and performance into haute couture presentations. Highly comparable multidisciplinary practice (fashion + technology + art), Dutch origin, and presentation at international fashion weeks aligns with MAISON the FAUX's positioning.
Emerging players
- Punchdrunk: British immersive theater company behind Sleep No More, pioneering audience-immersive theatrical experiences. Comparable immersive-experience delivery model combining scenography, costume design, and performance, though specializing exclusively in theater rather than multidisciplinary work.
- TeamLab: Japanese interdisciplinary art collective creating immersive digital and physical installations for museums and fashion collaborations. Comparable immersive-experience model and museum exhibition focus, though operating at vastly larger scale across technology-driven installations.
Market position
Strengths6 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
MAISON the FAUX social profiles
Digital presenceMAISON the FAUX financial estimates
Financial estimateRevenue estimate
Valuation estimate
MAISON the FAUX leadership team
Management profileNumber of profiles
MAISON the FAUX funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MAISON the FAUX M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MAISON the FAUX
What does MAISON the FAUX do?
MAISON the FAUX is a multidisciplinary creative studio that designs and produces fashion collections, costume design, performance art installations, set/scenography and interior design for cultural institutions, theaters, opera houses, fashion weeks, museums, and festivals. The studio creates "FAUXperiences" that combine fashion, performance, storytelling, and spatial design, and also operates an online boutique for concept-capsule releases.
Is MAISON the FAUX a public or private company?
MAISON the FAUX is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was MAISON the FAUX founded?
MAISON the FAUX was founded in 2013. It employs 1 to 10 people.
Where is MAISON the FAUX based?
MAISON the FAUX is headquartered in Ede, Netherlands, in the Europe region.
How does MAISON the FAUX make money?
One revenue line is on record: creative Studio Services.
Who are MAISON the FAUX's main competitors?
MU Hybrid Art House is listed as an others. Direct peers are Viktor & Rolf, Maison Margiela, Comme des Garçons, Walter Van Beirendonck, Bernhard Willhelm, Studio Drift and Iris van Herpen. Emerging players are Punchdrunk and TeamLab.
Does MAISON the FAUX have an API?
No public API is recorded for MAISON the FAUX.
What industry is MAISON the FAUX in?
MAISON the FAUX's product category is Fashion Design & Creative Studio Services. Its primary akta.pro industry code is CRAAAAAC, Luxury & Designer Apparel Houses, with a secondary code of HSACAOAG, Event Signage, Props & Custom Installations. Its NAICS code is 54141.