DESIGNER MADELINE GOODWILL OFFICIALLY LAUNCHES MADGOOD APPAREL, RECLAIMING FEMININITY ON HER OWN TERMS
The queer-founded New York City intimate-apparel brand debuts with a fresh perspective on comfort, confidence and self-expression
EXPLORE THE MADGOOD APPAREL MEDIA KIT
NEW YORK, NY — WEDNESDAY, OCTOBER 28, 2026 — MadGood Apparel, the New York City-based intimate-apparel brand founded by queer fashion entrepreneur Madeline Goodwill, today announced the official launch of its debut collection, introducing a new perspective on femininity, personal expression and what it means to feel comfortable in your own skin.
Created for people of all gender expressions who connect with the feminine spirit, MadGood challenges traditional expectations of who intimate apparel is designed for — and who gets to define what feeling confident, feminine and desirable looks like.
The launch brings to life a vision Goodwill has developed over several years, drawing on more than a decade of experience across fashion sales, private-label development and production, alongside her own experiences navigating identity and femininity as a queer woman.
Produced in New York City, MadGood's debut collection is now available at MadGoodApparel.com:
A PERSONAL VISION, BUILT ON FASHION EXPERIENCE
For Goodwill, MadGood began with a question: What would intimate apparel look like if the person wearing it — rather than the expectations of others — defined what it meant to feel feminine and desirable?
Raised in rural Upstate New York, Goodwill developed an early appreciation for individuality, creativity and authenticity. She later studied Fashion Merchandising and Business at the Fashion Institute of Technology (FIT) in New York City, building a career spanning more than a decade across the fashion industry.
Her experience in sales, private-label development and production gave her a practical understanding of the full product journey, from design and sourcing to manufacturing and bringing a collection to market.
But MadGood's creative direction grew from something more personal: As a queer woman, Goodwill recognized the disconnect between how femininity is often portrayed in fashion and the many ways people actually experience it. She envisioned a brand that could embrace softness, sensuality and self-expression without prescribing a particular identity, body type or standard of beauty. The idea for MadGood began taking shape in 2020, with Goodwill committing fully to developing the brand in 2024. Today, that vision becomes a reality with the launch of its first collection.
Quote from founder Madeline Goodwill:
"I have been dreaming of this day for a long time, and to be here now with Madgood released into the world feels surreal. I truly believe in divine timing, and I’m grateful for the journey and the incredible support I’ve had that got me and the brand to this place. My hope is that people can see themselves in Madgood, empowered by their truth and their bodies. We are all beautiful in the way we exist; we should embrace our differences and remember the common thread that connects us all is simply being human."
RECLAIMING FEMININITY, WITHOUT LIMITATIONS
At its core, MadGood is built around a simple belief: femininity belongs to anyone who connects with it. The brand welcomes people across gender expressions, placing personal choice and bodily autonomy at the center of its design philosophy.
Rather than positioning comfort and desirability as competing priorities, MadGood considers them together — creating intimate apparel intended to feel as good as it looks. The collection reflects Goodwill's belief that femininity can be soft, bold, playful, sensual or understated, and that no one should have to conform to an outside expectation to embrace it.
For MadGood, inclusion is not a seasonal campaign or a statement added to an existing product line. It is part of the brand's foundation, shaping its approach to design, storytelling and the people it hopes to serve.
INDEPENDENT FASHION, MADE IN NEW YORK CITY
MadGood enters the market with a deliberately focused debut, introducing its New York Collection, produced in small batches in New York City's Garment District.
The collection brings together soft, breathable fabrics and thoughtfully considered everyday styles, with comfort and versatility central to the experience.
Developing the brand has also meant building a creative community. More than 20 collaborators have contributed across design, sourcing, manufacturing, photography, modeling and creative production, helping transform Goodwill's original vision into a tangible collection.
The New York City production model reflects her experience in the fashion industry and her commitment to bringing MadGood to market through an intentional, hands-on development process. As an independent founder, Goodwill remains closely involved in the creative and operational decisions shaping the company's next chapter.
MADGOOD APPAREL LAUNCHES TODAY
MadGood Apparel officially launches Wednesday, October 28, 2026, with its debut New York Collection available to shop online.
The launch marks the introduction of an independent fashion brand with a distinct point of view: that confidence, comfort and femininity should be personal experiences, defined by the people wearing the clothes.
Consumers can explore the debut collection at www.MadGoodApparel.com.
Goodwill is available for interviews about the launch, her fashion background, queer entrepreneurship, inclusive design and the evolving relationship between femininity, identity and self-expression.
MEDIA MATERIALS & INTERVIEWS
MADGOOD APPAREL — OFFICIAL MEDIA KIT, FOUNDER BIO & PRESS RESOURCES
MADGOOD — ORIGINAL LAUNCH ANNOUNCEMENT
High-resolution founder portraits, campaign and product photography, behind-the-scenes footage and broadcast B-roll are available upon request.
Madeline Goodwill is available for print, digital, broadcast and podcast interviews.
ABOUT MADGOOD APPAREL
MadGood Apparel is a queer-founded intimate-apparel brand creating thoughtfully designed pieces for people of all gender expressions who connect with the feminine spirit. Founded by fashion entrepreneur Madeline Goodwill, the New York City-based brand centers comfort, confidence and bodily autonomy, challenging traditional expectations of femininity and inviting people to define what feeling good looks like on their own terms.
MadGood launched its debut New York Collection on October 28, 2026.
Learn more at MadGoodApparel.com.
