Ayda

During the first few months of the pandemic lock-down, Ayda Field Williams, like most of us, lived in leisure wear. The wellness influencer and model/actress would wear the same leggings and top several days in a row (even sleep in them). She wanted to create her own luxury activewear label because there was nothing out there that married the feeling of comfort and confidence.



The feel-good athleisure wear brand AYDA launched its first collection in 2022. Designed with both functionality and comfort in mind, the pieces are made to take you from the gym floor to afternoon coffee run and everywhere in-between. All the items are named after her family members, as a way to honour them for their support and enthusiasm throughout the creation of the brand.



In a saturated market, the label will have to differentiate itself to ensure longevity and a loyal fan base. For Williams, the label is a playful vehicle through which she can support women to be their best. A light-hearted irreverence while juggling day to day responsibilities.



The collection takes heavy inspiration from the ’80s and all things joyous. Functional sports bras and sleek leggings in vibrant colours coral, olive, blush, and turquoise. Accessories include vintage inspired outerwear and a signature cap for every day wear.

Singer-songwriter Robbie Williams, Ayda’s husband, is a big fan, and celebrated his wife’s line during an Instagram live session in which he modelled one of her bras.



The founder’s favourite pieces include the statement socks which make her happy, through the irreverence and great fit.

I have my eye on this Paddlebag for upcoming lessons!

By Anna Bance
October 2023