What started in 2019 with one hat commission for a Mardi Gras royal has grown into a full-blown Carnival tradition. Look for Maria Etkind’s stunning custom creations perched atop the heads of the Queen of Carnival and members of her court on Mardi Gras day.
Etkind, a graphic designer by training, didn’t discover the millinery craft until a move to the Netherlands for her husband’s job sent her exploring new artistic pursuits. A fedora-making class sparked interest, and she befriended a Dutch milliner who traded hat making tutelage for Etkind’s graphic design assistance.
When Etkind moved back to celebration-friendly New Orleans, she gravitated toward couture over costume. Her handmade hats are labors of love (she estimates 15 hours on average to make a custom hat, though many take longer). She is also a co-organizer of the annual St. Catherine’s Hat Parade (nolahatparade.com).
Etkind works closely with clients to understand their needs and pushes her own technical boundaries, employing color, florals, feathers, architectural elements, and high-end materials sourced from New York, Europe, and beyond to create perfectly fitted, monarch-worthy headpieces.
Etkind describes her designs as having a modern sensibility but also elegance – “not your grandmother’s hat.” “Things have to look really good,” she said. “Everything is done by hand. I’m very precise. I’m not going to sew the whole kitchen sink on your hat.”
The avid fashion follower looks to London, Australia, and Spain for hat inspiration and to productions like The Gilded Age (“Those hats – I wish I could work with that team… Everything is custom, custom, custom!”). But Mardi Gras is a unique canvas. “The creating of Carnival is such an honor for the makers in the city,” said Etkind. “No one else in the world is doing that. I cry every time I get pictures of my clients from the day of – [because] we’ve been working on this for like 8 months.”
What energizes her most isn’t the royal flush, however: “I really love when I put the hat on their head and something lights up – the hat comes to life, they come to life, they feel beautiful.”
Maria Etkind’s ready-to-wear hats are available through mariaetkindmillinery.com and at Century Girl Vintage.
