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Show Maddux Couture is here to stay. TEXT Clark Goldsberry PHOTOGRAPHY Clark Goldsberry Boutiques don't last very long in Utah County. They spring from the soil but seem to shrivel shortly thereafter. While some blame the arid climate and some the strength of the seed, the public-at-large remains completely removed from the conversation, ignorant and apathetic to the sprouts beneath their feet. Despite the looming indifference, however, shop owners continue to emerge from their sanguine storage sheds with shovels in hand ready to turn the soil. Maddux Couture, a new boutique on University Avenue in Provo, is run by a family of such people. Their gloves are on and they are determined to make their plot profitable. When a loft in downtown Provo went up for sale in November of 2010, it gleamed in the eyes of Brittany Maddux, the soon-to-be store owner, as a unique opportunity to fulfill a childhood dream. Brittany and her younger sisters Brooke and Brianne have always enjoyed playing dress-up. As they progressed through high school in Las Vegas, their infatuation with clothing bloomed into a love of fashion, and their closets and dressers began to bulge with much more than a fervid, thoughtless collection of name brands. Fashion became a medium of expression and a vehicle of communication. They endeavored to develop consistency between their unique personalities and the images they presented. 41 theVmagazine |