Playful and street smart, Shay Kawaii’s designs are as rich as her own background. Born in Paris, Kawaii moved to the Caribbean island of St. Marten, where her desire to create a clothing line blossomed. Throughout the label’s seven-year existence, Kawaii’s designs have artfully tapped into street-rooted trends like current offerings that are inspired by Rastafarian culture. Prior collections have referenced ’90s hip hop and Japanese Kawaii fashion.
“I created Shay Kawaii to reflect the style and aesthetic that I love, which is colorful, and body conscious,” said Kawaii in an interview with Snobette. “Shay Kawaii is for the confident female who enjoys looking sexy and standing out.”
The self-taught Kawaii is now based in Brooklyn, which she views as a major milestone for her label, whose customers are largely based in New York, Los Angeles and Tokyo. As an independent designer, she credits Instagram and Tumblr as helping to raise her brand’s profile.
Kawaii’s fall 2017 collection will include wide leg trousers, kimonos and outerwear, all imbued with the brand’s unique, bold and colorful aesthetic.
Visit shaykawaii.bigcartel.com to purchase current season looks and place orders for made-to-order items.