The Brand

Pauline Brakenhoff

— Founder/Designer of Aaiko
“It was winter 2005. I had been working for years in fashion as a Designer for several labels while also being responsible for production. I was traveling the world for three, sometimes four months a year: China, India, Turkey, Japan for production; Milan, Paris, New York, Istanbul, Antwerp, and Shanghai for inspiration. 

Traveling gave me a broad view on the world. It changed my perspective on people and made me realize we’re all part of a bigger whole, while infusing me with visual inspiration without boundaries. It felt like I was
exploding with ideas in that period. That’s when Aaiko was born. One could say the label was an instant success. It filled the void for women who were looking for a label and

 wardrobe with feminine flair as well as easy elegance. Aaiko classics like the origami dress, found a following within a season. 

Right now I look back and see the future.I design for independent women: strong, feminine women—women who won’t be categorized by age. The word aaiko means “beloved” in Japanese and strong in Celtic/Gaelic. Aaiko women are not easy to pin down. Personally, I think it’s unwise to pin down women anyway.

Idleness is my pet peeve. When it comes to Aaiko, I want every item to be perfect. Style is all about the details: the buttons, the stitching, the way a dress flows around the body. Aaiko is feminine, soft but powerful,
with an eye for design and detailing.”