VAAI Journal

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Power of Collaboration - VAAI x Jasmin Shah

Power of Collaboration - VAAI x Jasmin Shah

March 2024

Renowned nomadic photographer Jasmin Shah and VAAI's visionary Creative Director Hetal have collaborated to create a stunning fusion of fashion and photography. Their SS24 collection blends Shah’s evocative images with Hetal’s sophisticated designs, celebrating British Indian heritage through silk embroidered fabrics and English garden prints. This unique collaboration redefines fashion as a medium for storytelling and cultural expression, showcasing the power of interdisciplinary creativity.

VAAI Creative Director Cofounds The 192 Collective store to Support Independent British Brands

VAAI Creative Director Cofounds The 192 Collective store to Support Independent British Brands

April 2023

Hetal, Creative Director of VAAI, spearheads The 192 Collective on Upper Street, Islington, supporting independent British brands by offering them a physical space to showcase their products. This initiative aims to foster creativity and collaboration among designers, reflecting Hetal's dedication to nurturing a thriving community for independent fashion in London.