PSA has served as a long-term strategic and creative partner to Maiyet, and for this first outing we proposed that Maiyet involve top fashion talent — from stylist to photographer to model — to help shape the perception of the brand during its launch phase. By working with Daria Werbowy, Lori Goldstein and Cass Bird, Maiyet was able to clearly express their fitness as a brand and signal to the industry their serious intentions.