Spotlight: Maddie Kulig, Founder of Madalynne Intimates

Maddie Kulig has an overarching vision to provide women with feminine lingerie that is as equally beautiful as it is functional, whether that be through sewing their own or buying from the market. Her designs are inclusive – thin people, overweight people, trans people, older people, young people and disabled people are all represented and highlighted in the same way. It’s extremely important for Maddie to have a brand that inspires all people to feel and look good in their lingerie. 

How did you get started sewing? Tell us about your journey to where you are today. What is your artist / designer origin story? 

At the age of twelve, my mother was diagnosed with breast cancer. Seeking treatment, which included a mastectomy, a hysterectomy and chemotherapy, she thought she beat cancer. Then, one Monday afternoon, I came home from school and found out that her disease had come back. It had metastasized into her spine, causing it to collapse. My parents hopped onto the first plane to MD Anderson Cancer Center in Houston, Texas, and my grandparents took care of my brothers and me for the next four months.

She returned with 12 inch rods supporting her spine. All seemed well, but two years later, in January of my senior year, her spine gave out completely. Cancer had eaten everything. Back to Texas. Returning two months later, her beautiful, long legs and blonde hair were reduced to a wheelchair and a wig. She chose red in honor of me. She lived for six more weeks. Despite the torment the disease had on her, one thing remained unchanged until the day she died. When I told her the Friday before she passed that I loved her and it was okay to give up the fight, I could still see her spirit and courage in her green eyes. Cancer would not take those away from her.

My priorities changed when I saw how cancer and chemotherapy devastated my mom’s body and took her life. It wasn’t a rapid about face, but a gradual change. I realized that life is too short and can be cruel. I decided to only surround myself with the people and the things that matter. Sewing was one of them.

I learned how to sew when I was eighteen years old. As I grow older, the moments I recall become fewer, but the memory of first coming across a sewing machine is one I haven’t forgotten. I was a freshman at The University of Miami, and the Christmas holiday was particular long – I took my last final the first week of December and I didn’t go back to school until the last week of January. I wanted to do something useful with my time, but I couldn’t figure out what. On one of the first days of holiday break, I was looking for something in my mom’s linen closet when I found her old sewing machine. I decided to take up sewing. I could finally hem my jeans!

There was a neighborhood tailor, Myshka, who had a reputation for being absolutely nuts. Like a mad scientist. I went to her for lessons, and one lesson turned into a 2 1/2 year apprenticeship with a woman who had worked for Christina Dior.

I later enrolled at The Savannah College of Art and Design (SCAD), studying fashion design, but transferred a year later to Johnson and Wales in North Miami when they offered me a full scholarship for fashion merchandising and retail marketing. In order to graduate, students must complete an externship. Dreaming big, I applied to Urban Outfitters for a position in technical design. I think my mom was watching over me because I was offered the spot. I started off as an intern, but soon after became full time. Throughout the 2 ½ years I was in the department, I always maintained this blog, Madalynne. When the company started an internal website, they asked if I would be interested. I was hesitant at first, because I wouldn’t be in the design world, but I took the position. For 4 1/2 years, I handled internal and corporate communications and was the resident photographer, in-house graphic designer and blogger for URBN, which comprises the brands Anthropologie, Free People, Urban Outfitters, Terrain and BHLDN. I consider myself one of the luckiest people to have had that experience. It was a dream job!

2016 marked my biggest accomplishments. In April, Urban Outfitters released an exclusive collection of Madalynne Intimates – available online and in 50 stores – with one style selling out in a few weeks. A few months later, in August, I teamed up with Simplicity to release two exclusive lingerie patterns. In September, Urban Outfitters launched a second exclusive Madalynne collection, and I partnered with PFAFF to become their brand ambassador. Ending the year on a high note, I produced my own line of intimates and taught 10 sold out Bra Making Workshops, one of which was in London!

My overarching vision is to provide women with feminine lingerie that is equally beautiful as it is functional, whether that be through sewing their own or buying from the market.

Why lingerie? How did you choose your creative outlet? Or did it choose you? 

First and foremost – lingerie was a technical challenge. When I worked in technical design, lingerie became a part of my category. The best designers know how to make their product, so I decided to sew a bra. 

It makes sense why lingerie appealed to me — I had always liked lacey things. Also, as a petite person, I always struggled to find lingerie that fit. 

What do you do differently? What is your signature that makes your work stand out as yours?

Madalynne is known for a few things that separates it from other bra making companies — size inclusivity and representing those sizes with real people, colorful prints and patterns which we develop with our vendors, a large selection of DIY kits (usually over 50 at one time), as well as bra making workshops and retreats (1-2 per month). 

What is the most important takeaway you want readers to gain from your new book, Sew Lingerie: Make Size-Inclusive Bras, Panties, Swimwear & More?

The biggest takeaway is that no matter your skill level, you can sew lingerie. Lingerie is more intimidation than skill. Once you have the right skills, knowledge and materials, you can create complicated bodysuits, bras and panties with ease.  

How do you manage your creative time? Do you schedule start and stop times?

I put in long days, and it takes a special personality to be able to do thatI. I can can truly say that I love what I do and it fuels my work ethic. 

My day starts at 5AM. I wake up, have coffee and answer emails until 7AM. From 7-9AM is my time to meditate and work out. I’m a runner and cycler and this time is my nonnegotiable. The more time I give to myself, the more time I have to give to others. I usually get to the studio at 10AM and work until 7-8PM. I shut off at 8PM, go home and spend time with my husband. It’s important that I spend time with him because even though I love what I do, he comes before everything. He’s my #1. 

Do you have a dedicated space for creating? If so, what does it look like?

We have a 1000 square foot studio that is has vintage oriental rugs, a 1970s motorcycle and Schwann bicycle, original graffiti, pink walls, dressing room, lockers — it’s a unique space that has developed into what it is today. 

Have you taken something designed for another use and include it for your studio?

We have Honda CB400 motorcycle in the studio. It’s my husband’s and he keeps it there. It’s always a conversation start and people usually ask, “Is that real?”. My response is, “Of course it’s real!”

Can you tell us about the inspiration and process of one of your works? How does a new work come about?

I see a lot of new ideas on social media, Pinterest, magazines, etc. I save a lot of them, but there is usually one that I keep going back to. One that I can’t stop thinking about. That becomes a new Madalynne design. 

Next, I start sourcing fabrics and trims. I send images to our elastic and fabric vendors to see if they have similar fabrics and trims. If they don’t — can they make them? Then comes the pattern making. If we don’t have an existing pattern to use as a base, I draft a new one. The girls or myself will sew it up, and it usually takes 2-3 rounds to finalize. 

Which part of the lingerie design process is your favorite?

I truly love each step and how one begets another. 

When you aren’t making lingerie, what is your favorite thing to do?

Being with my husband at our cottage in Maryland. During the pandemic, we bought a 600 square foot cottage and boat and spent a year completely redoing it. It’s our escape from the city that we love enjoying with our two cats. 

What’s the best piece of advice you’ve received?

I don’t have one best piece of advice, but I do have a few mottos that I live by. All of them come back to the message to keep going, be grateful, and to never give up.

Outwork versus workout
Discipline over distraction 
Tomorrow is promised to no one 
Find control on the chaos
Proper preparation prevents poor performance

What is your favorite accomplishment? 

Writing Sew Lingerie! It was an incredibly challenging, humbling and fulfilling process. Being an entrepreneur, I am in the drivers seat. For the most part, I was still steering, but I had a whole team (editor, graphic designer, etc) who worked with me. We had to work together to create a book that was in line both with their branding and Madalynne’s branding, but still be cool and appeal to the modern sewist. 

How have other people supported or inspired you?

You inspire me! I get a lot of inspiration by listening to what you are saying, commenting or DM-ing me. The Maris bralette, which was released in 2020, was inspired by people who said they struggle to put a bralette on over their head or clasp a hook and eye in the back. The front closure offers an easy and fashionable solution. The Margo bralette in Sew Lingerie! has the same front closure. 

Tell us about your blog and/or website. What do you hope people will gain by visiting?

There are lots of things people can gain from visiting Madalynne’s website, but one that stands above them all is inclusivity. The are thin people, overweight people, trans people, older people, young people, disabled people represented and highlighted in the same way. It’s extremely important for me to have a brand that inspires all people to feel and look good in their lingerie. 

Interview posted July 2023