The artist MAE M is more than just her sound. She’s a visual storyteller.
When it comes to a performance, the two primary senses that are engaged are sight and hearing. Hopefully not smell or taste, unless something has gone terribly wrong. Having a unique sound is just one part of being a performer. It’s also about stage presence and stage persona. The vibe you bring to the stage before you even start singing. What you wear and how you carry yourself are crucial to making a lasting impression.
Think of Freddie Mercury’s iconic jumpsuits. He once said that when the audience went to a Queen show, “It is not a concert you are seeing, it is a fashion show.”
Lady Gaga’s controversial outfits. The world is, and always has been, Lady Gaga’s catwalk. From Alexander McQueen’s towering Armadillo platforms in “Bad Romance”, to Jack Irving’s sea urchin inflatables for The Artpop Ball, Stefani Germanotta is pop music’s most outrageous fashion plate. Her most infamous look, however, was when she attended the 2010 MTV Music Awards in a dress made entirely from flanks of raw meat.
In both of these cases, fashion has been used to create moments that transcend music. One artist making bold moves in this space is MAE M. From the moment we signed her at MN2S Label Services, we knew she was more than just a musician. Her brand is as much her sound as it is her look.
Who is MAE M?
MAE M is a dark pop artist from Vienna known for her striking visuals and intense, theatrical energy. One glance at her Instagram and it’s clear she doesn’t just make music. She creates an entire universe. Her style, described in her own words as “freaky, cunty, and cute,” is as much a part of her identity as her sound. We had the chance to sit down with MAE M and talk about her creative process, her inspirations, and how fashion fuels her artistic vision. I would read the answers and ask yourself the same questions if you are an artist looking to make an impact.
MAE M on Fashion as a Creative Tool
How did you find your signature look?
“I’d say I found my style over the last five years. I’ve always been drawn to unconventional looks, but I didn’t know how to make them feel authentic back then. I used to try and fit in, but nothing ever really clicked. Now I lean into the dark and different, and that’s when everything started to feel like me.”
Who or what inspires your style?
“There are a few different influences I blend into my style. The doll-like aesthetic from early Melanie Martinez definitely shaped a lot of my looks. And of course, icons like Gaga left their mark on me. I actually had the chance to wear a piece by Selva Huygens, who later also styled Lady Gaga, at the BMVAs 2023.”
Is fashion a form of storytelling for you?
“Definitely all of the above. Fashion has always been a tool for rebellion and change, and I fully intend to carry that tradition forward. Self-expression is a given, but styling also plays a huge role in storytelling, especially in music. The right look can shift how a song feels or how a video lands. It can completely change the way people see you.”
MAE M’s Style On and Off Stage
Do your stage and everyday styles overlap?
“There’s definitely some overlap, but my on-stage style is pretty different from my daily look. You won’t see me in a babydoll dress on a regular Tuesday. I’m more likely to be in baggy pants and a mesh top. The one thing that does carry over is the makeup. I love doing bold, heavy looks both day-to-day and on stage.”
Did fashion or music come first?
“They developed together, really. I’ve always followed girl groups like Little Mix and BlackPink, where fashion and music are intertwined. Seeing how those groups express themselves through both definitely influenced me, both in terms of my sound and the way I approach fashion.”
How does your fashion influence your music, and vice versa?
“I’d say my music shapes the styling for each release more than the other way around. I never have an outfit in mind before the music is ready. It’s always the song that informs the look and visual story I want to tell.”
Iconic Looks by MAE M
DRY – Signature Look: “This is the signature look for my single DRY. I wanted flowers to grow out of my body to symbolize how nature eventually reclaims everything. We decided on having them grow directly from my mouth for the strongest visual impact. I considered having them grow from my eyes, but it was less visually striking. The black slime was a natural addition since it’s become a bit of a trademark for me.”
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Destructive Behaviour – The Psyche Trilogy: “The song is based on Freud’s Theory of Personality: Ego, Superego, and Id. Each look represents a different part of MAE M’s psyche. The Id is powerful and confident. The Superego is vulnerable, barely protected by a thin layer of slime. The Ego is visibly going insane as everything unravels.”
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Yandere <3 – Innocent Meets Unhinged: “This look is based on duality — sweetness clashing with chaos. I wore a fluffy pink wig and pastel clothing to channel innocence, but paired it with jagged accessories and smeared makeup to show what happens when that innocence cracks. The ‘<3’ represents love, but the name ‘andere’ means ‘other’ in German — it’s about exploring my other side.”
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An interview that inspires
MAE M’s fashion is more than just a wardrobe; it’s a powerful visual extension of her identity and artistry and a large part of her brand. Her style sends a clear message of authenticity and fearlessness, encouraging fans to embrace who they are, even if that means standing out or challenging norms. In a world where sound alone can get lost in the noise, MAE M understands the importance of building a strong visual brand to amplify her message as well as delivering on a memorable stage presence. Her look isn’t just for show; it’s a statement that invites her audience to take risks, explore their own identities, and express themselves without fear of judgment. Interestingly, some fans have admitted that her bold fashion choices initially unsettled them, a reaction she finds amusing and thought-provoking. It proves that fashion can provoke emotion and reflection just like music. As MAE M’s sound continues to evolve, so too will her style, always pushing boundaries yet remaining rooted in her signature creepy-cute aesthetic. For her, music and fashion are inseparable, and both are essential to telling her full story. If you are an up-and-coming artist, it may be time that you start to think how you can include fashion into your brand.