MAITE ARAMAYO
FASHION WRITER AND BRAND STRATEGIST
Sugar-less-coat: it is an unfiltered take on fashion and culture, stripping away the fluff to deliver honest, insightful commentary.
SUGARLESSCOAT IS AN EDITORIAL PROJECT— A SPACE TO WRITE ABOUT EVERYTHING I’VE SEEN, LEARNED, AND QUESTIONED WITH AN UNFILTERED AND CRITICAL LENS. THROUGH WRITING AND VISUAL CONTENT ON INSTAGRAM AND TIKTOK, I EXPLORE STYLE, IDENTITY, AND CULTURE FROM A FRESH, OPEN PERSPECTIVE. MY JOURNEY INTO FASHION AND CULTURE COMMENTARY BEGAN WITH A FASCINATION FOR THE STORIES GARMENTS TELL—HOW THEY REFLECT SOCIETAL SHIFTS, PERSONAL IDENTITIES AND CULTURAL DIALOGUES.
I HAVE EIGHT YEARS OF EXPERIENCE WORKING ACROSS DIFFERENT SECTORS OF THE FASHION INDUSTRY IN MILAN, FROM LUXURY BRANDS AND MARKETPLACES TO MULTI-BRAND STORES AND FASHION MEDIA. THROUGHOUT MY CAREER, I’VE BUILT A STRONG FOUNDATION IN THE DIGITAL FASHION SPACE, GAINING FIRSTHAND INSIGHT INTO THE BUSINESS STRATEGIES AND CREATIVE PROCESSES THAT SHAPE THE INDUSTRY BEHIND THE SCENES.
BIO / WORK
I STARTED MY FASHION CAREER IN 2017 WORKING IN RETAIL FOR BRIEF PERIODS AT DIOR AND GUCCI, BOTH AT THEIR FLAGSHIP STORES, WHERE I LEARNED ABOUT CRM. AFTER THAT, I LAUNCHED THE WEBSITE AND BUILT THE DIGITAL STRATEGY FOR IMPACT MOOD, A LUXURY MULTI-BRAND STORE BASED IN VIGEVANO, ITALY. AT THE SAME TIME, I ALSO STARTED WRITING AS A HOBBY AND RAN TWO BLOGS “LAMODAHOY” IN SPANISH AND “THEHASHTAG MAGAZINE” (BOTH HAVE BEEN CLOSED).
MY NEXT ROLE WAS AT RICK OWENS, WHERE I ENHANCED MY SKILLS IN E-COMMERCE—FROM CUSTOMER CARE AND INVENTORY MANAGEMENT TO MERCHANDISING AND LOGISTICS. WORKING THERE ALSO ALLOWED ME TO CONSOLIDATE MY LOVE FOR FASHION STORYTELLING.
MY NEXT ROLE WAS AT MIINTO, A DANISH MARKETPLACE, WHERE I WORKED AS A BRAND GROWTH MANAGER. DURING THIS EXPERIENCE, I WORKED ONE-ON-ONE WITH UP TO 20 EMERGING BRANDS FROM SWEDEN, NORWAY, AND DENMARK, CONSULTING THEM ON HOW TO GROW ON THE PLATFORM THROUGH BUYING GUIDELINES AND MERCHANDISING STRATEGIES. I ALSO HAD THE OPPORTUNITY TO WORK WITH BALMAIN.
AFTER THAT, I JOINED MACONDO STORE, A MULTI-BRAND STORE BASED IN VERONA, ITALY, AND PART OF THE 247 GROUP. AS THEIR E-BUSINESS MANAGER, I HELPED CONSOLIDATE THEIR DIGITAL STRATEGY, CURATED THEIR E-COMMERCE, PLANNED THE EDITORIAL CALENDAR, AND COORDINATED THEIR DIGITAL DEPARTMENTS.
IN 2025, I STARTED MY CAREER AS A FULL-TIME FREELANCER. I’VE HAD THE OPPORTUNITY TO WORK WITH HYPEBEAST AS A CONSULTANT, MANAGING THEIR BRAND PARTNERSHIPS IN ITALY.
AS A WRITER, I AM USING SUBSTACK AND MY WEBSITE AS MY MAIN PLATFORMS FOR PUBLISHING MY ARTICLES, AS WELL AS BEING FEATURED IN MAGAZINES SUCH AS THE VANILLA ISSUE .