Silvia Joo was born in Seoul Korea. At age 3 she moved to Sao Paulo, Brazil, and then at age 17 to Los Angeles where she has resided since. Joo attended the Fashion Institute of Design and Merchandising and studied photography at the Art Center in Pasadena. At the age of 22, Joo opened up a fashion business under the label of SKY and managed all artistic aspects.

Growing up in Brazil, where women dress to celebrate their bodies, Joo was inspired to capture the mood of their exuberance by opening Maxine in April 2007.

“I know I’ve done my job when my customers dance in front of the dressing room mirror.”  Silvia Joo