The VAAI Story

"Inspired By The Women Who Embody Our Brand"

Founder & Philosophy

I didn’t set out to build a traditional womenswear brand. What motivated me was something much simpler - a desire to create clothing that genuinely serves the women who wear it.

Over almost 10 years in the industry, I’ve listened closely to customers and observed how women interact with their wardrobes. What became clear is that many garments are designed with an image in mind, rather than the reality of a woman’s life. My intention has always been different. I design clothes to support the wearer - Not define her, restrict her, or ask her to become someone else - but simply work with her life, her body and her sense of self.

Many of the women who come to us know exactly who they are. They are not looking to follow trends or reinvent themselves every season. They are looking for pieces that feel right - garments they can rely on, garments that make them feel comfortable, confident and at ease.

That understanding has shaped how I approach everything we create.

The 192 Collective

While building the brand, I realised that many independent designers were facing the same structural challenge: limited access to physical retail and meaningful visibility.

I didn’t want to simply adapt to that reality - I wanted to challenge it.
This thinking led me to establish The 192 Collective, a collaborative retail platform designed to rethink how independent brands can come together, share space and reach customers.

It is an experiment in building a different kind of retail model - one rooted in community, collaboration, shared opportunity and the belief that independent voices are vital to the future of our industry.

At its heart, everything I do is about people - the women who wear our garments, the independent businesses we support, and the communities we are part of. Creating thoughtfully and with care is simply the way I believe business should be done.

Hetal Patel (PhD). Creative Director & CEO