London-based brand known for its daring, sensual designs and a community-focused, empowering approach to fashion.
ORIGIN
United Kingdom
PRICE TIER
contemporary
Launched in London in January 2019 by Rosie Williams, NIIHAI is a fashion brand built on a philosophy of empowerment and creative independence. Williams, who studied law before venturing into fashion, established the label to create clothes that inspire confidence, urging wearers to "stick to their guns" and trust their instincts. The brand’s style captures a playful and sensual utility, seen in its fitted silhouettes with cut-outs, lace-up details, and distinctive hardware. Core items include baggy jeans, moto jackets, corsets, and form-fitting mini dresses, often featuring a neutral palette with pops of color and unique prints.