Copenhagen Fashion Week AW25: The Aiayu AW25 Collection
Aiayu | ©Copenhagen Fashion Week
About Aiayu
Aiayu has been pioneering responsible luxury staples since 2005.
Founded in Copenhagen by Creative Director Maria Heilmann, the brand was born out of a curiosity-driven desire to provide a responsible collection of forever-favorites in pure and natural materials.
Aiayu is renowned for its soft universe of effortless and timeless designs in premium materials, handcrafted knitwear, and a palette of natural tones. The brand has continued to elevate its collections, recently expanding into tailored pieces, European-made outerwear, and unisex styles, resonating with the current time. A modern take on functional styles, perfectly aligning with the Scandinavian way of life.
Today, Aiayu is run by the women-led duo, Creative Director & Founder Maria Høgh Heilmann and CEO Maria Glæsel. Aiayu is strongly consolidated in the Nordic region with flagship stores in Copenhagen, Frederiksberg, and Aarhus. The brand is also distributed through selected retailers in continental Europe, US, and Asia.
Aiayu AW25
Danish lifestyle brand aiayu shares their notes on materials at their autumn winter 2025 collection presentation
Copenhagen-based lifestyle brand aiayu has been pioneering responsible, forever-favorite wardrobe staples since 2005. Meticulously crafted by master artisans in Bolivia, India, Nepal and Europe, aiayu’s collections are entirely made from pure, natural fibres in nature’s own colour palette reflecting its Scandinavian sensitivity. aiayu employs best-in-class manufacturing practices, emphasizing durability, undyed materials and regenerative organic farming—a materials-first philosophy allowing the materials to guide aiayu’s designs.
Last season, aiayu made its debut presentation and will for the second time present their Autumn Winter 2025 collection during Copenhagen Fashion Week. Once again, aiayu welcomes its community into their home, located in the historic former post and telegraph building at Copenhagen, Østerbro. The heart of the presentation is the ‘The Soft Wall’—a tactile installation, made of aiayu fabric in various sizes, textures, and hues. This inviting, cloud-like installation evokes a sense of warmth and comfort, while its layered and quilted arrangement highlights the tactile essence of what is at the core of aiayu’s heart—craftsmanship and pure natural materials. True to the brand’s use of nature’s own richness, the colour palette features soft creams and pure off-whites, creating an elegant backdrop for the collection to take center stage. Enhancing the atmosphere, Danish cellist CTM, Cæcilie Trier, weaves modern, inviting melodies, perfectly complementing the visual ambiance of the collection presentation. The choreography unfolds with a calm and deliberate rhythm, while eight models glide in gracefully, taking their positions allowing the attendees a moment to fully appreciate each look. The models are thoughtfully styled in layers highlighting the essence of aiayu and their ambition to create a versatile wardrobe offering staples from the inner to the outer layers. The choreography and styling creates a thoughtful narrative, inviting reflection on the collection and aiayu’s notes on materials.
“For me, our Autumn Winter presentation feels like the perfect way to share the heart of aiayu. It’s all about getting close to the natural materials, zooming in on the delicate details of it, allowing their purity to truly shine. The pace feels just right—slow, thoughtful, and true to our brand and the essence of what we do. It
truly feels like the ideal way to take part in Copenhagen Fashion Week”
aiayu’s Autumn Winter 2025 collection is inspired by what lies closest to aiayu’s heart—craftsmanship and pure natural materials. The season is defined by the need for a versatile wardrobe of effortless styles that transition seamlessly from day to evening, and from the warmth of Indian summer to the frosty winter. The collection presents chic and elegant aiayu classics, inspired by classic workwear with Japanese vintage details, as a tribute to craftsmanship and artisans. As you explore aiayu’s Autumn Winter collection, it evokes a sense of Indian summer, with fallen leaves and sunlit fields blending seamlessly with undyed earth tones. These tones include soft yellow fawn and warm buttermilk richness, complemented by exuding subtle elegance of undyed pure grey, and a solid black—perfect for a winter wardrobe and the festive season.
Outerwear is key to the season, bringing a sense of nostalgia. The all-year favorite oilskin coat is inspired by one of Creative Director Maria Heilmann’s vintage pieces, purchased in Paris years ago. With an oversized fit and a detailed japanese-inspired throat latch—an essential coat ideal for layering and the changing seasons. As temperature drops, reach for the Loden coat in a new design. Crafted in 100% Loden wool, densely woven making it the perfect choice to brave the colder seasons. And as a new jacket addition to aiayu's circularity line you’ll meet Sergio. A warm and conscious jacket, made from 100% recycled herringbone wool, that features their signature throat latch.
Knitwear is the essence and foundation of aiayu, and for this collection, the brand offers a wide range of exclusive knitwear. As a new addition to the knitwear family, aiayu presents “the perfect cardigan”, Ingolf, knitted from the finest cashmere, a classic cardigan combining comfort and chicness effortlessly. As for aiayu’s handknitted pieces which stand as work of art in themselves, you’ll explore the cardigan Sierra, with the origin of Bolivia crafted from undyed llama.
Glancing further through the collection, you’ll find familiar silhouettes with a special focus on co-ord’s and pieces to mix-and-match. Classic shirts in various colours of nature's hues, and the Penny shirt in rose-white dainty stripes, made from the finest Italian organic cotton pairs perfectly with casual pants or jeans. Go soft in aiayu’s Angela corduroy jacket, enhanced with Japanese workwear-inspired collar details, and pair it with the corduroy mini skirt. Opt for a more formal workwear suit, like the brand's European-made Mason blazer, Milo pant or chic Martha mini dress, perfect for versatile styling across seasons and occasions.
As a new addition to aiayu’s collection, the brand is introducing their new five pocket denim jeans, available in a classic mid blue and black. Meet the Carlo Midwaist Wide jeans and Cooper Highwaist Straight Jeans, crafted from 100% certified organic cotton, with detailed stitching on pockets.
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