Maria Halfyard’s fashion brand, mernini, born out of the frustration of dealing with Newfoundland’s unpredictable weather, is gaining recognition on a rainy island across the Atlantic. Featured in December’s edition of the U.K.’s Vogue Magazine in its Designer Profile, mernini’s extra-long raincoats are making waves.
Vogue Magazine praises mernini for blending traditional lines with modern detail, creating exquisite pieces that embody the resilience of its people and the colorful vignettes of its environment. Halfyard, who balances her burgeoning brand with a full-time job in business research and development, keeps her fashion lineup simple, offering full-length coats and vests inspired by the rain gear worn by Newfoundland and Labrador fish harvesters.
The recognition from Vogue came after the magazine spotted Halfyard’s colorful pieces and photos on social media, showcasing the brand’s unique and vibrant aesthetic. Despite Newfoundland’s harsh weather, mernini’s coats stand out in a plethora of colors, inspired by the resilient spirit of the local community.
Halfyard’s journey with these coats began nearly a decade ago, and she officially launched them around the start of the COVID-19 pandemic. The brand’s initial retail deal was a stroke of luck, with a downtown St. John’s store owner noticing Halfyard’s coat and expressing interest in featuring them. Now, with exposure from Vogue, mernini is set to expand into other markets with similar weather conditions, including Scotland and Norway.
The success of mernini lies not only in its functional and stylish rainwear but also in its ability to capture the essence of Newfoundland’s vibrant culture and environment. The recognition from Vogue is a testament to Halfyard’s dedication to creating pieces that resonate with people facing similar weather challenges around the world.
