VAAI Journal
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.
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
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
April 2018
Spotted: Singer and songwriter Ciinderella made a stunning appearance at Paris Fashion Week, rocking an outfit from the luxury brand VAAI.