A sense of place
For autumn-winter 2026, we presents A sense of place – a campaign set in and around a former chapel at the edge of Amsterdam's Beatrixpark. Now serving as a community house, the building continues to evolve through new purposes and possibilities, reflecting a philosophy that resonates deeply with us: create with intention, and design to endure and evolve over time.
“What interests me is the relationship between the things we build and the things we live with. Time leaves traces on the objects and garments we use and on the cities we live in. When natural materials meet architecture and softness meets structure, something new emerges – a conversation between place, material, and the people who inhabit both.”
– Maria Høgh Heilmann, Founder and Creative Director, aiayu
Geometric forms, softened curves and shifting light creates a sense of continuity between past and present. Throughout the campaign, structure meets softness – exploring the relationship between the spaces we inhabit and the garments we live in.
The new collection introduces crisp cotton poplin, rich corduroy, pure llama wool, and organic cashmere in deep browns, muted blues, and natural khakis. Soft tailoring, sculptural knitwear, and everyday essentials designed to layer with intention.
