VAAI Journal

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Seasonless Style: Breaking the Fast-Fashion Cycle

Seasonless Style: Breaking the Fast-Fashion Cycle

January 2025

Seasonless style is a movement towards timeless, versatile, and sustainable fashion. At VAAI, we create garments designed to be worn year-round, transcending fleeting trends and minimising waste. With a focus on classic cuts, eco-friendly fabrics, and purposeful design, our collections empower individuals to build enduring wardrobes. Our motto, "inspired by the women that wear us," reflects our commitment to creating for need rather than mass production, ensuring perfect fits through free in-store fittings for long-term wear. Discover the elegance and sustainability of seasonless fashion with VAAI.

From Debut Filmmaker to Creative Advocate: Daisy Aitkens on Her Journey and Motherhood

From Debut Filmmaker to Creative Advocate: Daisy Aitkens on Her Journey and Motherhood

November 24

Daisy Aitkens made her mark in the film industry with her debut feature, You, Me and Him, starring David Tennant. Now available on Prime, Sky, and Virgin, her journey continues as she writes for popular British sitcoms like My Family and Shelfstackers. In our interview, she shares what fuels her creativity and discusses how her challenging start to motherhood inspired her role as an ambassador for Baby Lifeline.

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.

SPOTTED - Ciinderella rocks Paris Fashion Week in VAAI

SPOTTED - Ciinderella rocks Paris Fashion Week in VAAI

April 2018

Spotted: Singer and songwriter Ciinderella made a stunning appearance at Paris Fashion Week, rocking an outfit from the luxury brand VAAI.