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Madewell, the cool girl’s authority on effortless denim and everyday tees, is fast becoming a solid source for original artwork, too. This Thursday the fashion brand will launch its third Hometown Heroes Collective, a curated online shop in partnership with nonprofit Nest, which aims to spotlight independent artists. Long story short: The rotating collection is a gold mine of funky prints and covetable decor that haven’t taken over Pinterest just yet.
The program has featured a few noteworthy names since it launched in March, including Arianna Caggiano (aka Quilt Kween) and Nashville illustrators Brothers Design Co. But this go-around, with the exception of Virginia Sin, whose perfectly imperfect unglazed ceramics we’ve long admired, we didn’t recognize many of the small makers on the list—and that’s a major plus. Familiarize yourself with these fresh faces before their work is everywhere:
Framed Florals
Lacie RZ Porta’s company dries, presses, and preserves fresh blooms in handmade frames. The idea to turn flowers into sentimental keepsakes came to Porta the morning after her wedding, when she decided to get creative with her bouquet so she wouldn’t have to toss it.
Cait Courneya
In addition to decorative neck scarves, the Minneapolis-based textile artist, who spent a decade working in the luxury fashion industry before breaking out on her own, also created abstract pillow covers for Madewell’s new collection. Courneya teased on Instagram that the color-blocked Stacks print is her personal favorite by far for fall.
Claire Shadomy
The Asheville, North Carolina, illustrator charmingly dubs herself a “professional doodler” and characterizes her drawings as simple but overflowing with life. Pin her small paper works to your office mood board for when you’re low on inspiration or gift them to a lucky friend when the holidays roll around.
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