Jaida Hay: London’s answer to sports luxe
Jaida Hay is a contemporary sportswear label with an edge! It’s a balanced sense of elegant sophistication. The collections are created through masterful tailoring, innovative draping, use of exquisite fabrics and a unique sensibility of wearable, timeless design. The company follows a sustainable philosophy and is absolutely dedicated to supporting British manufacturing while using sustainably sourced fabrics. “Jaida Hay represents lasting, British-made fashion combined with an understanding of the importance of ethics in luxury.”
Simplicity is key, as the collection’s clean lines dominate the majority of the pieces. The bulk of the collection is black, however, certain pops of silvery greys, deep reds and surprisingly bright blues add a little pizzazz to an otherwise dull colour palette. Although shown on a thin model, the style of clothing looks like it could translate well on any body shape. Who doesn’t love that perfectly, sophisticated pair of black pants, or a silky shirt which can easily take you from day to night. 
The Lonsdale Dress – a 100% organic cotton t-shirt dress – drapes beautifully on any body shape; the Beaufort Skirt is a black, floor length pleated skirt and looks dynamite paired with a simple black top, as shown on the Jaida Hay website. 
The website is new and items aren’t sold on the site yet. However, you can purchase items from the Jaida Hay collection on the TellUsFashion online boutique. The Jaida Hay website will eventually allow you to follow how your garments come from design to your hands, so bear with them as they get their website up to par. For more information, or to find out how you can repair, donate or recycle old garments contact the company at info@jaidahay.com and follow them on twitter @Jaidahay.
Gillian Horsley
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