HAY-HAY

HAY-HAY HAY-HAY Concept is a community beyond fashion with the mission to uncover cultural insights about various emerging brands, expanding into a media platform.

It's a unique online store helps authentic designers with heritage and story reach a global market, making it easy for customers all over the world to find, shop, and enjoy fashion with cultural significance. HQ in Zurich, Switzerland. Since 2017

One of the reasons HAY-HAY exists is to spotlight the designers shaping fashion from a different perspective.INSTITUTION...
10/08/2026

One of the reasons HAY-HAY exists is to spotlight the designers shaping fashion from a different perspective.
INSTITUTION is one of those names. Through craftsmanship, cultural memory and careful making, the project offers a thoughtful approach to contemporary fashion. The full story is now on the HAY-HAY Journal.
world Copenhagen Fashion Week Zalando

📸 NAIRA KOSYAN | photographer Riga

Copenhagen Fashion Week SS27 Copenhagen Fashion Week , Part 1.Is Copenhagen street style really about breaking the rules...
07/08/2026

Copenhagen Fashion Week SS27 Copenhagen Fashion Week , Part 1.

Is Copenhagen street style really about breaking the rules? It feels more like those rules were never relevant in the first place.

Our street style insights are now on hay-hay.co

Observed by Lucine Ayanian Arakeljan , captured by NAIRA KOSYAN | photographer Riga

Vulnerability isn’t a theme often explored through couture, yet it became the foundation of Amorphose‘s amorphose latest...
29/07/2026

Vulnerability isn’t a theme often explored through couture, yet it became the foundation of Amorphose‘s amorphose latest collection.

At Mode Suisse Mode Suisse & Friends 2026, I Cry in the Sun (It Dries Faster) reflected on resilience, emotional honesty and the quiet strength of carrying on. Alongside its sculptural couture, the brand also continues its work with ADAPT by SPF SchweizerParaplegikerStiftung , highlighting how thoughtful design can make fashion more inclusive.

Read the full story now on the HAY-HAY Journal.
www.hay-hay.co

Photo credits Caroline ; text Lucine Ayanian Arakeljan

Myths survive because they are never told just once. They are translated, reimagined and reinterpreted by every generati...
24/07/2026

Myths survive because they are never told just once. They are translated, reimagined and reinterpreted by every generation. Perhaps craft works the same way - preserving tradition by giving it a new form.

Which version of a myth stayed with you first?

What happens to fashion when the body starts setting the rules?This summer, the conversation goes far beyond hemlines an...
17/07/2026

What happens to fashion when the body starts setting the rules?
This summer, the conversation goes far beyond hemlines and colour palettes. It asks whether climate change is quietly rewriting the language of fashion itself, changing not only what we wear, but what our clothes communicate.

In the latest essay, our contributing author, Ester Kannelmäe Ester Kannelmäe explores how extreme heat is reshaping dress, symbolism and the future of style. Swipe through a few of the ideas that stayed with us, then read the full article on the HAY-HAY Journal: https://hay-hay.co/blogs/blog/the-shrinking-fashion-grammar-of-a-very-hot-summer

What happens when light passes through a prism?🌈For Adam Brody ADAM BRODY Zürich , it becomes a collection.Presented at ...
14/07/2026

What happens when light passes through a prism?🌈
For Adam Brody ADAM BRODY Zürich , it becomes a collection.

Presented at Mode Suisse Mode Suisse & Friends , Luft und Liebe explores light, colour, movement, and the way clothing can respond naturally to the body. One of those collections that doesn’t demand attention, but suggests a closer look.

We’ve shared our reflections on the HAY-HAY journal.
www.hay-hay.co

Photo credits Caroline ; text Lucine Ayanian Arakeljan

Water can mean celebration, memory, and community.
From Vardavar in Armenia to water traditions across the world, it rem...
12/07/2026

Water can mean celebration, memory, and community.

From Vardavar in Armenia to water traditions across the world, it reminds us how deeply water is woven into culture and everyday life.
But water also has another story to tell - one behind the fashion industry, where it remains one of our most valuable and most overused resources.

This carousel is a small reminder that culture, creativity, and responsibility should always go hand in hand.

Lou de Bètoly Lou de Bètoly reminds us that fashion doesn’t always begin with a new fabric. Sometimes it begins with a ...
10/07/2026

Lou de Bètoly Lou de Bètoly reminds us that fashion doesn’t always begin with a new fabric. Sometimes it begins with a forgotten object, a vintage lace fragment, or a handful of buttons waiting for a second life.

One of the most fascinating independent labels working between upcycling, textile craft, and contemporary art.

We’ve shared why this Berlin-based designer continues to stand out on the HAY-HAY journal.

https://hay-hay.co/blogs/blog/lou-de-betoly-upcycling-as-an-art-form



Courtesy of Berlin Fashion Week / Ben Mönks

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