Dressing for Britain BEST OF THE BRAND
Danielle Windsor’s Yaitte is proving that less really can be more in the world of fashion
‘My intention, long term, has always been to create a lifestyle brand built on travel and exploration, encapsulating my love of art, design and interiors.” These are the words of Danielle Windsor, the founder of Yaitte, on a weekend off from work, while taking her daughter to the park.
For someone who roots an entire design aesthetic in foreign escapades and seasonless travel pieces, the 202021 routine (and endless park visits) must feel somewhat claustrophobic right now. “It hasn’t been easy,” Windsor says, “but luckily I can still access and see new things to spark shapes and designs; really try to envisage myself somewhere far away.” During this chapter of history through which we are living, it is only our thoughts that provide the chance to escape, dream and reminisce. Today’s brand is proof that the imagination can still thrive even when physical movement is confined.
I noticed Yaitte (pronounced ya-te, like latte) while browsing for shirts after I had given birth last year. It was the bold stripes – always a fail-safe option for any new mother – that jumped out and caught my eye. There is something about a stripe. You can’t beat them. Cool and classic, they work as easily in Cornwall, California or the Côte d’Azur. So I’m not a bit surprised when Windsor confirms the Buoy shirt (shown here) “really has become our signature piece… the boyfriend shape is so versatile and we frequently change the stripe so there is a point of difference between [collection] drops.”
Not that you will find many new pieces at this brand. Rather refreshingly, Windsor sees this as an absolute positive (and I agree). “As a slow fashion brand, we don’t adhere to the traditional industry calendar,” she says. “Instead, we release one or two new pieces each month to inject freshness into our core collection.” I admire her tenacity. It is not easy right now for any brand, and the urge to create more product for the sake of having something to market or shout about on social media must always be front of mind.
Yet it’s this slow-but-steady momentum of Yaitte that entices me, as a consumer. I am left wanting to check in on the “New In” tab. In many ways, I am more actively engaged in this brand than any others I follow because I am not exhausted by too much newness.
Windsor launched Yaitte after studying fashion in Milan, then working at such names as Zara, Viktor & Rolf and Matthew Williamson. “We pride ourselves on creating the building blocks for a hard-working wardrobe,” she says.
At time of writing, I can count 17 items of clothing in the Yaitte shop. You can admire this wardrobe of ideas, get to know the pieces, ponder how you’ll wear them, then strike when something catches your eye and budget permits. They aren’t going away. Or perhaps you mull something over for so long (we have the time!) and eventually succumb. “OK, it’s time to get the striped shirt, I’ve looked at it 20 times.’’
Statistics show that we have to be “touched” by a brand five times in order to purchase. I admire Yaitte’s pantherlike control of production – preying on ideas then pouncing on absolute winners, such as the striped shirt, and bringing them to fruition.
Above all, this is a British brand striving to grow and develop in the midst of huge uncertainty. Windsor is waiting to see how Brexit will really impact her business, since the pieces are made in Portugal, Italy and Estonia. Mostly she is longing to pack her bags and acquire some real-time inspiration from her travels. Aren’t we all? My suggestion for now? Don a striped shirt, find a basket of warm croissants, shut your eyes and dream of the morning sun along the French Riviera.