About AVMM
A Very Modern Muse is a clothing and lifestyle brand, mindful living journal, and evolving creative platform dedicated to the art of poetic living.
Founded in Berlin by Molly McDonnell in 2019, AVMM brings together thoughtful design, everyday rituals, and creative inspiration through a philosophy we call Modern Folk Living.
Meet the Maker →Modern life is the condition. Folk living is the practice. Poetry is what we cultivate within it.
Modern Folk Living
Modern Folk Living is an invitation to bring the wisdom of more intentional and harmonious ways of living into the world we inhabit today.
At its heart is the practice of living in relationship with rhythm, honoring the sacred structure of daily life through meaningful anchor points, rituals, and the care we bring to our everyday experiences. It is about reconnecting with the natural rhythms of the body and the seasons, and cultivating a deeper relationship with ourselves, our surroundings, and the living world.
We believe that reverence need not be reserved for extraordinary occasions. It can be cultivated through the way we dress, prepare a meal, tend our homes, care for our bodies, or pause to notice the changing light.
It is through these small, conscious acts that we can elevate our everyday experiences, uplift the spirit, and make life a bit more poetic.
The Art of Being Your Own Muse
AVMM (A Very Modern Muse) takes its name from the idea of the modern muse — a woman who inspires through the way she inhabits her life.
We are endlessly inspired by women and their many expressions: the artist, the mother, the mystic, the lover, the maker, the wild woman, and all the beautifully complex identities that exist within us and change and develop through time and experience.
Through our Journal and conversations with inspiring women, we celebrate individuality, creative expression, and the many different ways a woman can shape a life that feels authentically her own.
Ultimately, our invitation is to become your own muse. To cultivate a relationship with yourself that is curious, connected, and caring. To find inspiration not only in the lives of others, but in your own unique unfolding.
The Sacred & the Sensual
We see the body as a sacred vessel, worthy of tenderness, pleasure, respect, and care.
To live sensually is to be awake to our senses. To enjoy the texture of fabric against the skin, the warmth of sunlight, the fragrance of spring flowers, the pleasure of movement, or the comfort of a well-tended space.
These experiences invite us back into the present moment, deepening our connection to ourselves and the world around us.
Through clothing, textiles, rituals, and inspiration for the home, AVMM explores the relationship between our inner and outer worlds.
Photograph by Keven Klein
The World of AVMM
Our Clothing Collection is designed to support the body, favoring natural materials, subtle colors, and timeless silhouettes that invite ease, sensuality, and self-expression.
Our appreciation for thoughtful materials and everyday beauty also extends into the home, through textiles and objects that bring care and intention to the spaces we inhabit.
Through The Journal, we explore mindful living, thoughtful rituals, and creative inspiration. From simple practices of self-care and seasonal living to intimate conversations with our muses, it is a space for curiosity, reflection, and discovery.
Each is an expression of the same intention: to elevate the everyday, nurture our connection to ourselves and the world around us, and inspire a more poetic way of living.
