Our Story

"We believe in slow fashion" - Hetal

Founder

The founder Hetal originally trained at King's College London with a PhD in the medical field. However, sparked by her fervent zeal for art, design & fashion she launched her eponymous label VAAI in 2017 after studying several short courses at Central St Martins London. Hetal, whilst out clothes shopping had observed a clear lack of personal touch, styling guidance and information on how to care for garments. She set up VAAI with the view to not only giving her customer a beautifully crafted garment that would last but also arming them with the style and care knowledge on how to maximise it's wear.

VAAI Values

The mission of the designer is to create timeless womenswear that are well-crafted and made to cherish forever. Hetal's commitment to clients is seen in the design. With client needs at the forefront, she offers a made-to-measure/bespoke service to ensure confidence and a comfortable fit for the wearer.

Nurturing Heritage

As a British Indian, Hetal feels privileged to be able to amalgamate in her creations two strong heritage cultures that have exceptional craftsmanship. She sources and produces both in the UK and India utilising the artisan’s strengths in textile, embroidery and garment making accordingly. In a typical VAAI piece, you might find the fabric sourced from a small Indian community of handloom weavers whilst the lace trims crafted in Britain by leavers lace manufacturers that have been weaving in the same family for several generations.

Respect for Our Planet & People

Over two thirds of the VAAI collection is produced using natural fabrics. Hetal strives to use organic (GOTS certified) cottons and other natural fabrics (including silks and peace silks). These fabrics are healthier for the environment and have the ability to biodegrade in due course. The garments are produced in limited-runs, or as a made to order according to customer/buyers needs. This ensures that little or no stock is leftover thus reducing waste.

We only work with production units where the makers & crafters are fairly paid and have great working conditions Read more about our pledge to be socially responsible