VP/Xclusives | INTO THE SUN with Maddie Cruz

Summer, with its sun-kissed days and sandy toes, beckons us to shed layers and bask in the sun. It’s a season of warmth, self-discovery, and embracing our true selves. Maddie Cruz embodies this essence, basking in the glow of self-love and reveling in the beauty of the beach—doing so in style with Love, Maddie.

INTO THE SUN with Maddie Cruz

This summer, Maddie invites us to step out of the shadows of shame, judgment, and self-doubt and embrace acceptance and empowerment through inclusive and sustainable fashion with Love, Maddie. Brought to life in partnership with Lily of the Valley, a pioneer in the undergarment manufacturing space for over a decade, Love, Maddie is not just a brand; it’s a movement.

Empowerment Through Slow Fashion

At the heart of Love, Maddie is Maddie Cruz, a woman who knows firsthand the challenges of growing up fat in a society that often prioritizes unrealistic beauty standards. Her journey has been marked by moments of body shaming, especially in a culture where such behavior is sadly normalized. From a young age, she felt pressured to shrink herself and conform to a narrow definition of beauty that left her feeling inadequate and unseen.

“People often think that body shaming is such a shallow thing and that it shouldn’t be such a big deal. In fact, it’s so normalized in Filipino culture. We have always been taught to just suck it up and shrink ourselves; to not take up space. And, that’s exactly why Love, Maddie was born.”

“And the thing is, this whole body shaming thing doesn’t only apply to individuals belonging to the plus size segment. Especially for women, there’s very little room to exist without being objectified, as if your entire being was meant for the consumption of society. As if looking a certain way is the rent you have to pay to be worthy of your place in the world.”

With a focus on slow fashion, functionality, and fair trade, the brand also offers made-to-measure undergarments that celebrate the beauty of every type of body. Love, Maddie is on a mission to empower women of all shapes and sizes one lingerie at a time. It’s more than just a brand. It’s a celebration of individuality and a beacon of empowerment.

“Love, Maddie is the first-of-its-kind functional lingerie that remains fully customizable based on your unique body type and needs. There are literally eight billion people in the world. Are we really going to convince ourselves that we can be simplified into single-letter labels? Into S, M, L, XL?”

Championing Self-Love

Instead of succumbing to these pressures, Maddie chose to rise above them. She embraced her body, her curves, and her uniqueness. She refused to be defined by society’s standards and instead chose to define herself on her own terms. In doing so, she not only found self-love but also discovered a deep-seated passion for empowering others to do the same.

“I came across the iconic Filipino Movie, Temptation Island one night and that’s where we drew the inspiration for this shoot. A plus-size woman in a makeshift red tulle dress at the beach? Pretty crazy. Growing up, trips to the beach caused me a lot of anxiety because I knew that I would experience double the body shaming. It always felt like I was completely out of place because of all the weird and judgmental stares that I’d get. But, you know what, it’s my world now. Fck that sht! If people are going to stare, give them something good to look at.”

Love, Maddie, and Lily of the Valley go beyond fashion. Both brands share a commitment to women’s empowerment and reproductive health. As a stalwart supporter of causes ranging from girls’ education to period hygiene assistance, Lily of the Valley also aligns perfectly with Love, Maddie’s ethos.

Of course, this commitment hasn’t gone unnoticed with Lily of the Valley earning recognition from local and foreign institutions such as Go Negosyo and the Swedish Embassy in Manila for its dedication to these important causes. Together, Love, Maddie, and Lily of the Valley don’t just create beautiful and sustainable lingerie; they’re also making a meaningful impact in the lives of women in the Philippines.

Embrace Your Main Character Energy

As the mind behind such an inclusive brand, Maddie stands as a shining example of self-love. As an entrepreneur and thought leader in the women’s empowerment and advocacy space, she also continues to inspire countless individuals to embrace their bodies, their identities, and their journeys. Through Love, Maddie, she seeks to amplify the message, creating a platform where everyone— regardless of size, shape, or background— can feel seen, heard, and celebrated.

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“I’ve worked with so many people from all walks of life. I’ve come to the realization that no matter how different we are, we all want the same thing – to be seen, to be heard, to be understood. At its core, Love, Maddie is really all about empowering women to embrace who they are, and to live their best lives— whatever the ‘best’ means for them. After all, it’s their story to write, and they’re the main character.”

Maddie encourages everyone to embrace their ‘main character’ energy and celebrate the unique story that is theirs alone. Every person deserves to feel empowered, confident, and worthy of love.

Thus, be present in every moment, cherish every experience, and let Love, Maddie be your partner in self-discovery. This summer, as you soak up the sun and feel the sand beneath your toes, Maddie Cruz also invites you to join us in celebrating the beauty of self-love and the power of embracing who you are.

With Love, Maddie, every type of body is a body for all seasons. And every individual is a main character in their own story. Best believe your best life is in progress.

Special Thanks to Min Sy and Roi Siong
Shot on Siargao Island