Copenhagen Fashion Week Aiayu Brand Image

Aiayu has been pioneering responsible luxury staples since 2005.


Founded in Copenhagen by Creative Director Maria Heilmann, the brand was born out of a curiosity-driven desire to provide a responsible collection of forever-favorites in pure and natural materials.

Aiayu is renowned for its soft universe of effortless and timeless designs in premium materials, handcrafted knitwear, and a palette of natural tones. The brand has continued to elevate its collections, recently expanding into tailored pieces, European-made outerwear, and unisex styles, resonating with the current time. A modern take on functional styles, perfectly aligning with the Scandinavian way of life.

Today, Aiayu is run by the women-led duo, Creative Director & Founder Maria Høgh Heilmann and CEO Maria Glæsel. Aiayu is strongly consolidated in the Nordic region with flagship stores in Copenhagen, Frederiksberg, and Aarhus. The brand is also distributed through selected retailers in continental Europe, US, and Asia.