Yaya
YAYA started in 1992 near Amsterdam with founder Marco Draijer's simple guiding idea: a positive feeling, a good dose of humour, and clothes built to be lived in rather than chased after each season. That grounding still shapes the brand today, now stocked at over 2,700 selling points worldwide, without ever quite chasing trends.
The look is consistent collection to collection: natural tones, fine fabrics and relaxed silhouettes with a feminine edge. Prints and patterns are designed in-house, drawing on travel and everyday inspiration rather than the fashion calendar. It is quietly confident clothing, meant to be worn on repeat and to pair as easily with an old favourite as a new arrival.
Our YAYA edit at OSO Boutique leans into the knitwear the brand does best. Chunky knit jumpers come in kit beige and reed yellow, alongside a melange print sweater and a ribbed cotton top in snowfall white. Cardigans span a wool-blend chunky knit in oxford tan, a zip-front high neck style, and a sleeveless boucle version in off white. There is a single leather shoulder bag, the kit beige bag-in-bag, for something to carry it all in.
Try YAYA at 14 High Street, Salisbury, or shop the edit online with UK delivery.
