The VAAI Story
"Inspired By The Women Who Embody Our Brand"
Founders story:
VAAI was founded in 2018 by London-based designer Hetal. With a PhD in the medical field from King's College London, Hetal’s background in science cultivated a deep appreciation for precision and detail. After becoming a mother to two girls, she decided to follow her true passion. A self-taught womenswear designer, Hetal honed her craft through courses at the prestigious Central St Martins, specialising in bridal couture and embroidery. This fusion of scientific rigor and creative artistry is what defines the unique elegance of VAAI’s collections.
At the heart of VAAI is a commitment to social responsibility and the empowerment of women-led independent brands. Hetal established the 192 Collective in Islington to provide a platform for these brands to showcase their carefully crafted, thoughtful designs.
Inside the brand:
VAAI was built on three key principles: exceptional craftsmanship that stands the test of time, a commitment to social responsibility, and a deep inspiration drawn from the women in our community. Our mission is to create stylish, empowering garments that boost the wearer’s confidence. Through close collaboration with our customers, we design pieces that offer a perfect fit, thoughtfully considering the changing contours of a woman’s body at every stage of life, ensuring our collections cater to her evolving needs.
Preserving legacy:
As a British Indian, Hetal feels privileged to merge two rich cultures and exceptional craftsmanship into her designs. With social responsibility at the forefront of her vision, she sources and produces in both the UK and India, tapping into the unique expertise of artisans in textiles, embroidery, and garment making. At VAAI, we are deeply committed to preserving and honoring this legacy, ensuring that our work supports local artisans and sustainable practices. We take pride in continuing to uphold this tradition of socially responsible craftsmanship, creating timeless pieces that respect both heritage and the planet.
Honouring our planet and people:
At VAAI, one of our core values is creating a lasting legacy that benefits future generations. Rather than chasing fleeting trends we focus on crafting timeless, high-quality pieces designed to stand the test of time,versatile enough to transition seamlessly from day to night. Another guiding principle is drawing inspiration from the incredible women in our community, whose strength, style, and individuality influence every design we create. By honoring these values, we aim to offer more than just fashion; we aim to create pieces that empower and endure.
