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James Mayes: Unveiling the Essence of EMLINE

Photography By Dauphin Tales

James Mayes is redefining fashion as more than mere style; he’s a storyteller, embedding his journey and influences into every piece he creates for his brand, EMLINE. With roots in the Magnolia Projects of New Orleans, James’s path through life’s hardships and vibrant cultural experiences has not only shaped his design philosophy but also crafted the very soul of his brand.

The Magnolia Projects weren’t just a backdrop for James; they were his foundation. This neighborhood taught him resilience, camaraderie, and the value of community, which remain at the core of his work today. In the midst of these early experiences, James discovered his passion for fashion, inspired by cultural icons like Lil Wayne and Jay-Z. Observing the transformation of hip-hop fashion, he found a calling to contribute to its evolution, drawing from the rhythms and styles of the streets he grew up in

For James, EMLINE stands as more than a clothing label. It’s a tribute to his roots, his heritage, and the people who have shaped him. The magnolia flower—symbolic of his New Orleans upbringing—serves as a powerful emblem in his brand, representing resilience, unity, and the beauty of growth amid struggle. Every garment is a nod to the spirit of New Orleans, embodying the shared stories and experiences that define the city.


Tragedy struck with the loss of his mother, an event that left a profound impact on his life and artistry. Her influence, a guiding force, fuels his ambition to leave behind a legacy that reaches beyond fashion, blending personal growth with community enrichment.

Looking to the future, James has ambitious plans to expand EMLINE’s reach, with Houston as the next destination. His vision includes nurturing upcoming designers, fostering a collective identity that celebrates New Orleans’ unique style and voice within the larger fashion world. For James, success isn’t solely personal—it’s about empowering others and strengthening his city’s presence on the fashion map.


In a world where trends come and go, James Mayes uses EMLINE to tell a story that’s as resilient as the streets of New Orleans. His designs carry more than aesthetics; they carry a legacy, a vision, and a tribute to his roots, creating a brand that transcends fashion and speaks directly to the heart.


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