For spring/summer ‘25 and the brand's first-ever Copenhagen Fashion Week showcase, Aiayu presented a calming assortment of wardrobe classics that put natural, undyed materials at the forefront
This season marked the debut of the Danish lifestyle brand Aiayu at Copenhagen Fashion Week. And what better way to announce their arrival than with a two-hour spring/summer ’25 presentation at the label’s new home, nestled in the historic former post and telegraph building in Søndre Frihavn?
The site’s lush garden, blooming with wildflowers and even an old chestnut tree, provided a stunning backdrop for the models who glided through the sun-drenched greenery, serenaded by ambient music, while showcasing the label’s latest offerings. Nature was, in fact, one of the key inspirations for the SS25 collection, reflected in the calming colour palette of warm browns, burnt orange, pale greys, and muted navy. But above all, for the brand, it’s all about the materials. “We always let the materials we work with guide our designs, embracing a more organic process rather than seeking inspiration elsewhere,” explains Aiayu creative director Maria Høgh Heilmann. “This season, we wanted to highlight the versatility of undyed fabrics.”
Staying true to Aiayu’s ethos of crafting timeless wardrobe staples, the spring/summer collection features a versatile and refined selection of pieces perfect for balmy days, chilly evenings, and everything in between. Shirts this season arrive oversized and featherlight, while bow-adorned knitwear and ultra-loose flowing trousers reimagine everyday essentials. Although the SS25 line-up leans towards relaxed silhouettes, it is punctuated by more fitted pieces like knitted tank tops and sharply cut trench coats. Undyed cotton, linen, and cashmere take centre stage, with the pure ecru cotton twill, poplin, and jersey garments even containing tiny brown nits, remnants of the cotton flower’s shell.
“We are continually amazed by the intricacies of nature and what we can create from them,” says Høgh Heilmann. “I am thrilled to invite our community into our new home and let everyone experience the Aiayu universe. People will really get a chance to see all the intricate details and materials that we work with up close, and we hope they will embrace the collection with as much love as we put into creating it.”
Discover all the looks from the Aiayu SS25 collection below:
