MARIA MURILLO, LA SIRENE STORE

Lingerie may be the one category of "things you can wear" that will forever elude me. I love having beautiful underwear, but I rarely allow myself to indulge in such pleasures. Honestly it wasn't until Maria Murillo opened her shop in Mexico City that I gave it much thought at all. But once I saw photos of the store, her beautiful Instagram page and then visited to buy a sweet blue nightgown, I started to rethink everything. Maybe I should be considering this part of my wardrobe more. Maybe sometimes a bra is a nice thing to wear? Well Maria sold me on it during our shoot and this interview sealed the deal. Pretty lingerie is an indulgence we should all enjoy.

Where are you from? What was your childhood like?

I was born in Mexico City. We moved around—London, then back to Mexico City and later to Puebla, where I spent the end of my childhood and teenage years. I remember my childhood being fun. I had a very creative and free-spirited mother who loved to play. I’ve always had a love for glam, fantasy, and dress up and I remember growing up doing just that.

Did you ever imagine owning a store in Mexico City?

Never. It was quite an organic, very personal process. I had the La Sirène brand but was about to let it go. Then I had one of those years that, as I like to say, “ask a lot of questions” and I felt the urge to put my energy into something big and really challenge myself. The store was born as an almost therapeutic process, and it’s very much an extension of myself. People who have been to my house often say wow, you really extended your universe!

What is it about the world of lingerie that interests you so much?

The fantasy and empowerment. A good bra or thong is a superpower! Lingerie is the closest garment to your skin— it’s an act of self-love. It can be a secret, a weapon, something that brings you comfort—or helps pull you out of it. There’s something very powerful about putting on a great lingerie set, suspenders and the whole show and looking at yourself in the mirror. It’s like: There you go. I’m a woman—and a badass one at that!

What do you see as a missing piece in the world of lingerie?

More spaces dedicated to it in the right way. Lingerie and pleasure brands can be quite intimidating, or not in the best taste if handled the wrong way. There are a few female-led lingerie businesses that have emerged around the world in recent years, which I admire and follow. But I do believe we need more of these kinds of spaces.

Do you think women and sexuality have evolved since you were an adolescent? If so, in what ways? If not, why do you think that is?

Yes and no—it’s still a taboo. There’s a lot of embedded guilt, especially in Mexico, surrounding a woman’s sexuality. It’s everywhere; it comes from the way we’re raised. It takes years to deprogram yourself from it. I think younger generations are more free, but I still see many young women being raised the same way my generation was. Unfortunately, some men are still afraid of a woman who embraces her power.

How has it been to own a store?

Challenging, exhausting, fulfilling—but most of all, a dream. I love being there and thinking: I created this. This is my baby.

What are your clients like?

Just lovely! All kinds of amazing women walk in. I try to have something for everyone in the store. I love meeting my clients and getting to know their thoughts and needs.

What are the things that make your shop unique?

It’s a fun store with a lot of attention to detail, but I think the fact that it’s so personal is what makes it truly unique. That’s what makes any business special.

What’s been the hardest part about owning a business and opening a shop?

I’ve had to ask a LOT of questions, seek a lot of advice and keep learning. I’m very organized, but I have a more creative brain. I’ve had to make peace, more than once, with the fact that I don’t always know what I’m doing—and then learn and grow from that.

What’s been the most rewarding?

Seeing my clients feel sexy and discover a part of themselves they may have never explored—and all the wonderful women I’ve connected with since this process began.

How do you like to dress? How would you describe your personal style?

Ever-changing—I have different moods. At the moment I’m in more of a “basics” era, if you can call it that. I used to be more experimental when it came to my style. Nowadays, I love anything with a good, sexy fit and nice fabric. As I’ve gotten older, I’ve become more comfortable in my own skin, and I think that translates into what I wear. I no longer feel the need to hide behind my style.