FASHION DESIGN / CREATIVE DIRECTION
AYATÉ
Luxury Modest-wear | Collection Development | Creative Direction
01 / THE CREATIVE VISION
A Contemporary Expression of Modest Luxury
Fashion design, architectural silhouettes and contemporary elegance.
AYATÉ is a contemporary luxury modestwear label founded and creatively directed by Simone Connell, exploring the relationship between modesty, modern femininity and elevated fashion design.
Rooted in architectural silhouettes, fluid draping and considered craftsmanship, the brand brings together timeless elegance and expressive contemporary design. Each collection explores proportion, movement and texture, creating garments that balance understated luxury with a distinctive fashion identity.
As founder and creative director, Simone leads the brand’s creative vision, from original garment design and collection development to styling, visual storytelling and campaign direction
02 / FASHION PRESENTATION — PARIS
AYATÉ IN PARIS
A Contemporary Vision of Modest Luxury
AYATÉ’s presentation in Paris with The Creatives marked an important milestone in the brand’s creative journey, bringing its contemporary approach to modest fashion into an international fashion setting.
The presentation showcased a collection of expressive silhouettes, fluid fabrics and considered detailing, exploring the balance between modest elegance and fashion-forward design.
As founder and creative director, Simone Connell led the design vision and garment development, bringing the collection from concept to presentation
03 / DESIGN & CREATIVE DIRECTION
FROM CONCEPT TO COLLECTION
Design Development | Craftsmanship | Visual Storytelling
As founder and creative director of AYATÉ, Simone Connell oversees the creative development of the brand, bringing together fashion design, garment construction and visual storytelling.
From initial concepts and silhouette exploration to fabric selection, technical development and sampling, each garment is approached with an emphasis on proportion, movement and considered detailing.
Beyond the garments themselves, Simone develops the wider creative identity of AYATÉ through editorial styling, campaign concepts and collection presentation, creating a cohesive visual language that reflects the brand’s contemporary luxury positioning
03 / BEHIND THE DESIGN
From Concept to Construction
An insight into the creative process behind AYATÉ, from initial research and technical development to fabric experimentation, garment construction and the development of finished pieces
04 / FASHION EDITORIAL — PARIS
THE PARIS STREET EDITORIAL
Creative Direction . Fashion Design . Visual Storytelling
Photographed on the streets of Paris, this editorial explores the relationship between contemporary modest fashion, architectural silhouettes and movement.
Featuring original AYATÉ designs, the series brings together fluid fabrics, sculptural detailing and expressive styling, reflecting the brand’s evolving creative identity.
Creative Direction & Fashion Design — Simone Connell
05 / THE VISION BEYOND THE RUNWAY
THE EVOLUTION OF AYATÉ
Design. Craftsmanship. Creative Vision.
AYATÉ represents the continued evolution of Simone Connell’s creative journey, bringing together a decade of fashion design experience with a contemporary approach to modest luxury.
From initial concepts and technical development to garment construction, fashion presentations and editorial storytelling, the brand reflects a commitment to original design, craftsmanship and creative expression.
As AYATÉ continues to develop, its vision remains centred on creating distinctive, considered fashion that celebrates individuality, elegance and the art of design.
Fashion Design & Creative Direction — Simone Connell