Malaika Raiss may have named her collection Wild at Heart, but it was in fact more of the mild variety. Her girl-next-door pastels underscored her commercial appeal, and she tapped into some of the season’s popular trends, notably shorts, sheer fabrics and message T-shirts. Her leather dresses, soft suede jackets and sheer insert knits showed she’s able to innovate within her comfort zone.


Raiss was a finalist in this week’s Start Your Fashion Business competition, and the first collaborator chosen to work with online retailer Brands4Friends. Nonetheless, she’s a mainstream designer in an edgy town — an asset or a liability, depending on your viewpoint.

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