“It is all a long journey of learning. If there is one certainty when you start, it is that the path will never be linear. You can try to imitate the successes of others, but your needs will always be unique, and you will have to be ready to start over, whenever the road requires it.”
Marialuisa Garito is an Italian entrepreneur who moved to New York in 2008 to pursue a dream: to turn her passion for creativity into a profession. With a background in screenwriting and filmmaking, she founded Affordable Chic, a start-up in the fashion industry that represents the perfect blend of art, creativity and all-female entrepreneurship. The brand was born with a clear goal: to bridge the gap between quality and affordability, making sophisticated fashion affordable for everyone. Today Affordable Chic is also a reference point for creativity and art. In addition to hosting events, presentations and art installations, the showroom has turned into a laboratory of ideas, where fashion, design and culture intertwine, giving rise to unique collaborations and innovative projects. We interviewed Marialuisa for the New Yorker.
Creativity has always been the common thread in your life. Was it really your artistic flair that guided you to the Big Apple?
Until 2008 I was living in Rome. Actually, the call of creativity was always inside me. Although I was studying management engineering to make my family happy, I was involved in scriptwriting and directing. For that very reason I decided to change fields and start the course in directing at RAI, which allowed me to participate in many interesting projects. That field represented everything that made me happy and in which I was free to express myself. Despite this, I felt that I was missing something. However, there was a somewhat limiting approach in Italy for the total expression of truly creative projects, and so I decided to look elsewhere. The choice fell on the city that most represents the marriage of many different cultures and therefore a source of exciting stories of inspiration: New York City.
Was it at that moment that you immersed yourself in a vibrant reality in which you could express yourself freely, what convinced you to stay?
Yes, that’s right. I came to New York for a project related to directing. I had to develop a medium-length film and take a screenwriting course. In those first three months I had more experiences than I would have had in three years in Italy. I took innovative courses, collaborated with international artists, participated in the creation of experimental documentaries. Above all, I had the chance to absorb the incredible energy of the city. After a few months, I realized that New York was where I belonged, to which having met the man who would become my husband also contributed. Leaving all my affections in Italy was not easy at all, but I felt inside that I was exactly where I needed to be.
How did the choice to change career paths from screenwriting to fashion come about? What moment marked this change of direction?
After working for many years on documentaries and screenplays, I had a creative break. In fact, I would say that I dedicated myself to the most beautiful project of all: becoming a mother of two little girls. And it was on an ordinary morning, when I was driving my daughters to school, that the inspiration for my new project came. Looking at other moms, I thought: but how do women in New York manage to be stylish and chic without simultaneously spending astronomical amounts of money? From this simple question, I started thinking about the gaps that exist in America, and this case was absolutely one of the most obvious ones. Living in Manhattan or New York in general, you either buy from the big names or the quality of clothing drops considerably. Thus, there was a lack of an ideal product that would bridge that gap between “luxury and affordability.” From this idea, if not necessity, my start-up was born.
Tell us more about how the project came about in concrete terms, what were the first steps taken and how you defined your brand idea.
My goal was to create something not only aesthetically beautiful, but also meaningful. I started by interpreting the concept of “fashion” as a universal language, a means to connect people and bring value. My priority was to create a bridge between luxury and accessibility, a gap that is very pronounced in the United States. My clothes are carefully selected and come from collaborations with Italian and French brands that I know personally and who share my vision, offering high quality at a price point under $100. I wanted to dispel the myth that high price is a guarantee of quality. I attended many fairs, personally met with designers and carefully chose each garment, thinking about what I would want to wear in my daily life. In the beginning, I organized private parties where I created pop-ups and brought a few garments to understand the perception of the value of what I was offering; amazingly, the feedback was really positive. Undoubtedly, however, without the women who were indirectly part of this project and supported it, I could not have accomplished any of this
What is Affordable Chic for you today? How did it become not only a brand, but also a true hub of well-rounded creative expression?
Today Affordable Chic is a comprehensive yet ever-evolving project with a strong desire to experiment and stay ahead of the curve. The showroom is located inside a brownstone on New York’s Upper West Side, a place that perfectly reflects its vibrant and diverse community. The structure itself echoes the neighborhood’s historic architecture, but inside there is a modernity that celebrates inclusivity and creativity. The beating heart of Affordable Chic is made up of incredible women, all “self-made,” who have achieved success through their talent and determination. Many of them are also intellectuals and artists who have turned their diversity into a strength, creating a space where beauty and culture meet. Today, the showroom is an environment that perfectly embodies Made in Italy, not only in design, but also in lifestyle and décor. I wanted to create a luxurious yet approachable atmosphere that reflects a timeless elegance, yet without being ostentatious. But what really makes this space unique are the events. I collaborate with musicians, visual artists, and performers to create exclusive events that not only attract visitors, but also stimulate conversation, inspiration, and connection. Each event is designed to celebrate creativity in all its forms, giving visibility to emerging talent and providing a stage for those who have something unique to say.
How have you managed to keep the quality of the garments high while still being able to offer competitive prices?
Mainly, my success is based on cost management. I do not have exorbitant rent expenses, and I use a cost management model learned during my engineering studies. My motto is always Keep shifting no matter how you start, but knowing how to adapt is key. “Pivoting” is an essential part of my approach: it means having the ability to change the business or business plan when necessary. This is crucial for any business; adaptability is key. My model works precisely because I do not limit myself to one brand. Affordable Chic is multibrand, so I never risk running out of stock. Word of mouth is one of the most powerful resources, and I use it to the fullest. It’s the only tool I invest in because it’s free, and that’s part of my strategy: making the most of it is a decision that fits perfectly into my business plan.
How would you define “accessibility” and how do you think this project succeeds in making women part of something bigger, a creative and inclusive community?
For Affordable Chic, affordability is not just about buying a stylish, quality garment at an affordable price; it goes beyond that. It means giving you the ability to get that thing you need, whether it’s for work, for an event, for a special occasion, but without having to sacrifice your basic needs. You don’t have to give up quality to meet your basic needs. I don’t believe in a rigidity in business models or choices-you have to be always on the move, ready to change and adapt. And this also applies to the people who enter my space: it’s not just about buying, it’s about entering a world where fashion, design and creativity are intertwined, and where even a middle-class woman can feel part of something bigger, a community that celebrates elegance and self-awareness. This is the concept of accessibility that I promote, access that is not only economic, but also emotional and cultural. And in the end, all the diverse experiences I had before, without even realizing it, made sense. They were part of a puzzle that now comes together. Every step, every decision I made, even those that seemed distant or unrelated, are now part of a bigger picture. This has been the real secret to making my brand.
The article Affordable Chic: affordable luxury in the Big Apple comes from TheNewyorker.
