Hai is a women's fashion brand founded in London in 2018. Beginning with silk bags, it has expanded its offering to include bags, shoes, dresses, shirts, and skirts as “Hai’s wardrobe,” incorporating velvet, lace, pearls, and other elements along the way. Founder and creative director Tessa Vermeulen builds on silk as a foundation and nostalgia as a concept, aiming to create designs that people want to return to and wear repeatedly without tiring of them. Each season’s offering is designed not as a standalone collection, but according to the logic of an individual wardrobe.
Concept
If silk is the foundation of Hai, then it’s twinned conceptually by nostalgia. If there is a guiding ethos for Hai, it’s to create designs that you will keep returning to.