FOR IMMEDIATE RELEASE
AYA DESIGN
L'ile deserte
SPRING SUMMER 2026
AYA DESIGN to Make Official Debut at London Fashion Week SS26
- Digital reveal to be followed by an in-store installation and presentation at Wolf & Badger, London -
LONDON, UK- 22 September 2025 -
AYA DESIGN, the fashion brand from Japanese design company AYA .inc, is proud to announce
its official selection for the London Fashion Week (LFW) schedule. Directed by designer Mineo
Yamaguchi, the brand will unveil its Spring/Summer 2026 collection in a digital format.
The collection film will be released on the official LFW website on Monday, 22nd September 2025,
at 14:45 BST.
Immediately following the digital reveal, from 15:00 for three hours, AYA DESIGN will host an
immersive installation and presentation at the boutique Wolf & Badger in Soho.London. The event
will showcase key pieces from the SS26 collection, alongside a presentation of exclusive items for
the store.
SS26 CollectionT heme:' L' lie deserte'( UninhabitedIs land)
The collection draws inspiration from Gilles Deleuze's essay, "L'ile deserte et autres textes"
interpreting the 'uninhabited island' as a metaphor for the primordial self. In an age of increasing
dependence on technology and social homogenization, the collection's narrative expresses
a 'movement'-a journey through the contemplative stillness of sei (ff), a concept rooted in The Zento
reconnect with one's inner self and engage in primitive, hands-on creativity for Freedom.The design
proposes an "elegance defined by empty space" (yohaku), materialising a uniquely Japanese aesthetic
where modernism, primitivism, and multiculturalism quietly coexist. Founded on traditional tailoring,
the genderless collection fuses this base with cutting and styling inspired by historical ethnic garments
from around the world. A colour palette accented with natural hues of sand beige and soil brown, alongside
high-performance fabrics developed by Japanese companies, illustrates the persona of the 'new human'
that the brand suggests.
About AYA DESIGN
AYA DESIGN is a fashion brand developed by AYA inc., a design company with its headquarters and
in-house factory based in the Japanese countryside.
Working alongside local artisans, the brand manages the entire creative process from planning to sewing,
with a core mission to revitalise Japan's regional industries and approach social issues through the medium
of fashion. This debut collection marks a significant first step in building a sustainable and borderless
new form for a brand.
Event Details
Event: AYA DESIGN SS26 Digital Activation & Physical Presentation
Date: Monday, 22nd September 2025
Digital Activation:
• Time: 14:45 (BST)
·Platform: Official London Fashion Week Website
·URL: https://londonfash ionweek. co. uk/designers/aya-design
Physical Presentation & Installation:
• Time: 15:00 - 18:00 (BST)
·Venue: Wolf & Badger London
• Address: 102 Berwick St, London W1 F 0QB
·Details: Showcase of the SS26 collection, presentation of Wolf & Badger exclusive items on models,
and photo opportunities around the venue.
·Note: AYA Inc. products will continue to be available for viewing at the venue until the end of October.
For enquiries regarding SS26 sample appointments or future London showroom business, please contact
info@ayadesign.uk.
Social Media: @ayadesign_official