With a description such as “romantic breath”, describing the newly launched collection from a.y.k which has just opened its first store in South Africa, they’ve intrigued us enough to get us to the store, to want to see more. 

The name of the brand is unusual and I couldn’t help myself, as a writer, to want to dig deep to find out the meaning behind the name.  The brand originated in Hong Kong by a designer named Daniel Wong and has actually been around for 15 years already with 30 flagship stores across the world.  The meaning of the name is not so peculiar once you figured out the acronym, it stands for “as you know” which is quite a cheeky take on the confidence the designer has for his own work which I kind-of- like.

The brand appeals to women who are “naughty and nice” and I say so because some of their apparel is made of the most feminine fabrics such as chiffon, completed with interesting design details such as leather, zips, studs and buttons giving it that slightly “naughty/sexy” edge.

I find the Hong Kong inspiration appealing and fresh as this is something new for us South Africans to experience.  With paying attention to cutting details and with only 6 of a piece on offer, a.y.k. allows their clients to have individual expression making any lady feel special and confident.  Just as their tagline says “stylish, sensual and feminine.”

HEAD TO HYDE PARK CORNER, SHOP 54 ON THE UPPER MALL TO SEE FOR YOURSELF.