Welcome back to Behind the Brand—a series that brings you closer to the brands who grace our walls at the edit by Style Canada located in the heart of NOTL. We’re sharing real stories from the people behind the products—the makers, the dreamers, and the doers. This is your inside scoop on what drives them, what inspires them, and how their journeys brought them to the edit. One brand at a time, we’re pulling back the curtain and celebrating the creativity, resilience, and homegrown passion that make our space so special. Today, we chatted with Sabrina Karfell from Maison Monaco.
Meet Maison Monaco
Share the story behind your brand.
Maison Monaco was born from a love of fashion, storytelling, and emotion. Named after my daughter, Monaco, the brand was created to capture moments that feel unforgettable — summer nights, lake mornings, runway dreams, crushes, confidence, nostalgia, and the energy of becoming who you want to be. What started as an idea became a lifestyle brand rooted in elevated everyday pieces that make people feel something when they wear them. I’m fluent in French and adore anything with the French Language. I’ve always made noise walking into a room with my outfit-now I want that for everyone without stressing about how dress for it. Keep it cool and simple leaves everyone breathless.
What inspires you?
Being in love, romanticizing life, and feeling healthy enough — mentally and physically — to attract more love into your life, whether that’s for yourself, your relationships, your goals, or whoever you want at that moment. Inspiration comes from emotions, fashion, confidence, summer memories, beautiful places, and the feeling of wanting more out of life. You don’t need much to look cool & chic-I found that if your heart is full of love-everything looks incredibly sexy and cool on you-never forget to wear your confidence. Life and fashion are so much easier when you know you look and are incredible.
If your company was a person at a dinner party, houw would they show up?
Maison Monaco would arrive effortlessly overdressed in the best way. Confident but warm The person everyone notices without trying too hard. They’d talk about fashion, travel, music, late-night conversations, summer romances, and big dreams. They’d make people feel inspired, comfortable, and a little more glamorous just by being around them. The outfit-high waisted, black pencil skirt, sling back kitten heels, crop Maison Monaco tee, fit figure, messy hair, gold necklaces passed down from my Mother-in Law and a smile.
What’s one piece of advice you can give anyone thinking about making their big idea into reality?
Start before you feel fully ready. The momentum comes after you start. Most people wait for perfect timing, but confidence comes after you begin, not before. Music will keep inspiring your soul. Protect your vision, stay consistent, and keep creating even when things are uncertain. The people who succeed are usually the ones who kept going longer than everyone else.
What can we expect from your brand in the coming year?
We created a Mens line that my son Jagger is in charge of-huge focus on luxury gym lifestyle pieces. Maison Monaco Mens Women will have a collection in New York Fashion Week Sept 13, 2026-followed by another collection in Paris Fashion Week Oct 7, 2026. More fashion-forward collections, expanded Après Gym pieces, elevated accessories including The SUPER tote bags, more runway moments, and immersive brand experiences connected to fashion week, travel, wellness, and lifestyle. Maison Monaco is growing into more than clothing — it’s becoming a world people want to be part of.
