We’re Obsessed: "That’s All"

By Mia Dubin

Effortless. Confident. Unique. These are the three words Maddie Seel, founder of 'That's All', used to describe her brand.  Seel’s unconditional love for discovering one-of-a-kind fashion inspired her to create limited-edition pieces designed to be styled and worn to feel unstoppable. Built on the idea that getting dressed should feel exciting, creative, and effortless, That's All is redefining what it means to build a wardrobe with a timeless, individual, chic flair.

Seel explained that That’s All was created by her passion to give girls confidence and make them feel effortlessly cool when wearing her pieces. She emphasized that learning to sew at a young age enabled her to turn her fashion visions into reality. 

“That passion eventually became That’s All. I wanted to take the feeling of discovering an incredible vintage find and turn it into something more girls could experience,” Seel said. 

“At the end of the day, my goal is simple: to create a shopping experience that’s fun, inspiring, and makes every girl feel confident, unique, and effortlessly cool,” she explained. 

The brand name “That’s All” actually originated from the cult-classic early 2000s movie, The Devil Wears Prada, from the iconic line, ‘…and that’s all.’

Seel explained, “To me, it represents the exclusivity of the brand. Every collection is released in limited quantities, and once it’s gone, it may never come back, and that’s all.”

When it comes to MUUZ- our inspirations- Seel explained that any woman who has built a company from the ground up, overcoming obstacles with grace, and pushed themselves to reach their dreams is an inspiration to her. 

“Any female founder, those who have built big brands and those who are starting from the ground up, setting big goals for themselves and pushing towards their goals,” she emphasized.

When discussing her dreams for the brand, Seel explained that seeing Devon Lee Carlson and Sydney Carlson wear That’s All would be a dream come true.

“They embody everything That’s All stands for: effortless style, confidence, individuality, and that cool-girl energy. Seeing either of them in one of my tops would be a full-circle moment,” she said.

Seel also said that her favorite part of building her brand has been the little things and moments, such as seeing someone wear one of her pieces online, waking up to girls messaging her to say they feel confident in her clothes, or even spotting someone wearing her brand out and about.

“Knowing that something I created is helping other girls feel confident and express themselves is the most rewarding part,” Seel said. 

As for what’s next for That’s All, Seel said she is only just getting started! 

“There are so many new styles and collections in the works, and I’m excited to keep expanding what That’s All can become,” Seel said. “So many exciting pop-ups and to continue building and growing a community around girls who love fashion and individuality.”

Overall, Maddie Seel is more than just a visionary for timeless, chic fashion. She is paving the way for women to feel confident, unique, and effortlessly cool through her thoughtfully designed, sourced pieces that celebrate individuality and personal style. That's All we have to say about Seel for now, but she is only just getting started!