Ayda Loud Luxury Lookbook

2023

FALL

Ah, ‘Quiet Luxury’. Today’s “it” trend. Or as I like to describe it, the açaí bowl of fashion.

In a world where cancel culture seems to be the pervasive craze, somehow fun got cancelled along the way. No gluten, no dairy, no sugar, only intermittent fasting, along with everything else bland along the way. Like, what the actual fuck?

But what if instead we decided to be playful disrupters? Let’s color outside the box. Let’s eat donuts after 7pm. And most importantly, let’s chamption the fun unabashedly, and at the top of our lungs. Let’s celebrate LOUD LUXURY.

The AYDA x FARFETCH Collection is the very antithesis of Quiet Luxury. By its very nature, AYDA ACTIVE is all about joy: exuberance and fun. Colorful. Irreverent. We make everyday pieces that make you want to throw your hands up and shout, whether you are working out, or better yet, sipping a cocktail.

Ok, but why FARFETCH? From the very start, FARFETCH dared. They have always been revolutionary and consistently evoke brillianceeverything that AYDA stands for. Together we can shift the fashion conversation and get people expressing themselves again. A playful dialogue that unites us beyond our clothes. Who better than FARFETCH to unite with us on this ‘loud’ mission?

The LOUD LUXURY Collection was inspired by Beverly Hills in the 80s. Big movie stars, big hair, and even bigger dreams- growing up in Beverly Hills was all about excess and loud fucking joy. Everywhere you looked there were beautiful cars driven by beautiful people going to beautiful places. It was one continuous Hollywood blockbuster scene, and it was magic. Every piece in this collection is a direct reflection of that dream, that fantasy…that high.

So now, let’s hurry up and get high on our own supply.

LOUD LUXURY

LOUD LUXURY FUCK QUIET. GET LOUD.