Madaliciousss: From Passion to Creative Identity in Romanian Fashion

Discover the story of Madaliciousss, the Romanian stylist who transforms fashion into visual universes, redefining creativity and artistic expression.

Mădălina Simion, known online as Madaliciousss, is a fashion stylist, creative director, and personal consultant. She has been active in the fashion industry since 2017. Through her visual projects, she creates universes in which fashion takes on unexpected meanings, always with an ironic twist and a recognizable aesthetic.

C&B: If we were to look at the narrative thread of your career, what were the key moments that defined you?

Mădălina: I believe that absolutely everything I have experienced has come to define me more or less, even if at the time I wasn’t aware of the weight those moments would eventually carry in shaping me as an individual. But if I were to mention a few specific events, one worth noting is the moment I chose not to take the entrance exam for the National Institute of Magistracy and instead applied for an internship at ELLE magazine. Another key moment was when, after five years of working as a styling assistant for Roxana Voloșeniuc and Domnica Mărgescu, I decided to continue on my own as a freelancer. And perhaps most importantly, the moment I chose to become Madaliciousss. For me, Madaliciousss is not just a pseudonym — it is an identity that grew alongside me and my passion for fashion. It is a state of mind, a mix between reality and fantasy, and I think the moment I allowed Mădălina to become Madaliciousss changed my life irreversibly.

C&B: What was the most difficult moment so far in your journey, and how did you overcome it?

Mădălina: I can’t say that I’ve truly felt I had a genuinely difficult moment in my career so far. I feel like I’ve been in continuous ascent, and I am extremely grateful for that. Perhaps the toughest moment was when I resigned from my position as a styling assistant. It was a turning point in my career. I didn’t know what awaited me. It took me a long time to gather the courage to take that step.

C&B: Is there a dream or ambition that has guided you consistently, regardless of obstacles?

Mădălina: Since childhood, I’ve dreamed of building my own universe. As time passed, that dream became more defined, and fashion was just the starting point. I dream of telling visual stories, of creating worlds — not just outfits. I think my burning desire to become known for my work nationally and internationally, along with my ambition to remain authentic and consistent regardless of context, has helped me overcome the inherent challenges of being a stylist.

C&B: How did your journey into the world of fashion begin, and what inspired you to pursue this career?

Mădălina: My journey into the world of fashion began early, but for a long time I was afraid to fully embrace it. That’s why I chose to study Law instead of a specialized fashion program. I believed fashion couldn’t be more than a passion. I believed the fashion industry was extremely difficult — if not impossible — to break into, and I was afraid I wouldn’t be able to earn a living from creating outfits. In my fourth year of university, when I had already begun preparing for the bar exam, I had a sort of revelation. I realized I would never be at peace with myself if I didn’t at least try to give my passion a chance to become a profession and a source of income. Supported by my parents, and especially by my mother’s encouragement to follow my dream, I decided not to apply to the National Institute of Magistracy and to take a one-year break from Law. That’s how it all began.

C&B: If we were to meet your team or collaborators, what do you think they would say about you?

Mădălina: I would be extremely curious to know that myself. I believe they would say I am a dedicated, hardworking, and punctual person who, although constantly joking, treats the profession of fashion stylist with the utmost seriousness.

C&B: What is the most important decision you’ve made that changed your trajectory?

Mădălina: The decision to fully embrace the name Madaliciousss as my creative identity and to transform this pseudonym into a personal brand, into a way of seeing the world. That was the moment I realized I didn’t have to choose between being a professional and an artist — I could be both. In short, the decision to live by my own rules.

C&B: You’ve collaborated with prestigious publications such as Vanity Teen, Numéro Netherlands, and L’Officiel Baltic. Which project challenged you the most and why?

Mădălina: The biggest challenges are the projects that involve a very large number of people, such as advertising campaigns or TV projects. International editorials are my playground, where I let myself be carried away. Even if it sounds a bit pompous, fashion editorials are where I feel most free. The real challenges come from more commercial projects, where I must follow a clear direction imposed by the client while still leaving my creative mark.

One project that challenged me greatly was a BRD commercial. First, because it was the first time I collaborated with an American director, Michael Medoway, and second, because the theme was both adorable and difficult. The ad illustrated the staging of a birthday party for a “Game of Thrones” fan who called herself the “Mother of Dragons.” My task was to find dragon costumes not only for the protagonist’s husband and son but also for the family dog, a gorgeous Jack Russell Terrier. It was a real challenge.

C&B: As Head of Wardrobe for “The Voice Romania” since 2017, how do you approach styling the contestants in a way that reflects their artistic identity?

Mădălina: When I started collaborating with PRO TV, I was just a kid. I had very little experience in the field, but the producers of The Voice Romania saw something in me — probably dedication. Although I’ve been working on this project for eight years now, I try to approach it with the same dedication as an aspiring stylist eager to prove themselves. I pay close attention to each contestant, I try to listen to them, understand their energy and message. Then I draw a conclusion and do everything I can to translate that into the clothes they wear. Besides that, I also like to challenge contestants to experiment with stylistic areas they are less comfortable with.

C&B: What does a typical day look like for you now, and which moments bring you the most satisfaction?

Mădălina: One aspect I adore about my life is that no day resembles the other, because my projects are very diverse and require different approaches from me depending on their nature. For example, preparing for a commercial is different from preparing for a TV shoot, and extremely different from preparing for a magazine editorial.

To avoid turning this into a short novel, I’ll tell you what a day looks like when I have free time.

I’m a morning person. I never wake up later than 8 a.m. I love specialty coffee and invested in a small barista kit. I drink my coffee on an empty stomach (do not try this at home), and around 11:30 I have lunch. Because my job involves spending a lot of time driving from place to place looking for clothes and accessories, when I’m free I enjoy walking, taking a stroll through Cișmigiu Park and then down Calea Victoriei.

When I return home, I put on a crime series on a streaming platform. In the evening I cook dinner for myself and my husband, one of my favorite activities. Then I fall asleep quite early. Earlier and earlier, actually… 😊

C&B: What values or principles guide you in what you do, and how do you apply them day to day?

Mădălina: My motto is: Don’t take yourself too seriously! This doesn’t mean I don’t treat my work with the utmost seriousness — it’s more about not falling into the trap of believing you’re the center of the universe. Beyond that, I value authenticity, courage, and elegance, and I am not afraid to be vulnerable.

C&B: How would you describe your creative process when working on an editorial or a music video?

Mădălina: I’m someone who loves to observe. To really look at things. For example, when I watch a film, I pay attention to everything — from the costumes to the camera movement, the lighting, the music, the color grading. When I notice an interesting person on the street, I try to imagine them getting ready in front of the mirror before leaving the house. The same thing happens when I watch a music video, a commercial, a painting, a photograph, and so on. In the era of TikTok attention spans, I try to stay as focused as possible and delve into the depth of the most everyday things. With that in mind, the creative process starts even before a concrete idea comes to me. Then I build a narrative thread: I outline the concept, choose the characters, and only at the end, as a final step, do I decide what outfits I want to propose. I like to work like a strict but not rigid director. I want to feel like I have everything under control, but I always leave room for happy accidents. It’s something I call the magic of the set — the sudden appearance of an unplanned event that brings everything to life and transforms an ordinary editorial into a remarkable one.

C&B: What future projects do you have planned, and what motivates you to continue innovating in the fashion world?

Mădălina: By the end of the year, I have many exciting projects lined up. I’m working on an international cover, I have several commercials with various foreign directors, and The Voice Romania live shows are coming up. What motivates me is that I love my job. Every project is a challenge I welcome with open arms. I like to give 100% when it comes to my work. I’m a workaholic — not as a boast, but as a fact. Even though I have a portfolio I’m proud of, I still feel like that little girl who dreamed of becoming a fashion stylist. I hope she never disappears from my side. I want her to continue motivating me to outdo myself and stay connected to such a constantly changing industry as fashion.

Her journey from passion to creative identity shows that perseverance, courage, and originality can turn a dream into an extraordinary career.