ABOUT
We are an independent educational platform created for the new generation of fashion entrepreneurs. Born from real, hands-on experience in the fashion industry, the platform is built on transparency, practicality, and the belief that creativity alone is not enough. To succeed, you need strategy, systems, and the courage to think like a business owner. We don’t teach theory, we share what actually works. From developing your first product and creating a brand identity to building your online presence, pricing your collections, and generating consistent sales, everything is based on real-life experience from self-made founders who’ve built and scaled their own fashion businesses.
Our mission is to make the fashion industry more transparent, accessible, and sustainable by giving independent creatives the tools, knowledge, and confidence to create success on their own terms. This platform is about progress. It’s about learning the real rules of the industry, mastering the online world, and creating a fashion brand that not only looks good but works.
BY LENA ONKELINX
Lena Onkelinx is a Belgian fashion designer and creative director, founder of LENA MAE, a European-made label known for its minimalist aesthetic and timeless design philosophy.
After four years at a leading German fashion house, Lena built her career independently, consulting brands worldwide and cultivating a trusted international network of designers and creatives. Having lived in New York and Amsterdam, she gained deep insight into both the European and international fashion landscape.
She first founded MAE Concept, an online platform dedicated to curating and selling European slow-fashion brands. With a strong focus on conscious consumerism, MAE Concept aimed to put responsible fashion on the map by highlighting craftsmanship, values, and the story behind each brand, inviting customers to connect with fashion on a deeper, more intentional level.
Building on this foundation, Lena later launched LENA MAE, her own fashion brand centered on timeless design, conscious production, and refined creative direction. Alongside developing her own collections, she has organised and produced eight pop-up stores across international cities, using retail as a storytelling and community-building tool while also helping other brands grow through fashion marketing, brand positioning, and experiential activations.
Now based between Paris and Antwerp, Lena combines her industry experience with a mission to make brand-building guidance more accessible for emerging designers. She’s made the mistakes, learned the lessons, and created resources she wishes she had when she started.
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