Behind the brand
Welcome to Aesthetic Laundry.
The creative behind the brand, Heidi May, left the world of corporate fashion in 2014 to run the company full time.
Here is her story:
'I launched Aesthetic Laundry on my own in 2014, in an attempt to end some of the stereotypical negatives of the fashion industry. On the eve of my 29th birthday I plucked up the courage to quit my job. I found myself each day leaving work feeling so miserable, frustrated and uninspired and I just had to do something about it. Four years in corporate fashion had finally taken toll. All I could think about was doing something I loved, that mattered and made a good impact on peoples lives.
My passion is to design wearable, creative pieces of clothing that people fall in love with, treasure and never want to take off. When founding Aesthetic Laundry I was determined to not only design for myself, but to create a company which stood against every attitude and issue that was thrown my way during me time in the industry.
I want to inspire young women to know that they can dress how they want and ensure they are proud of who they are. I want to be known for going the extra mile and always ensuring our customers feel the genuine touch that stems from all I put into the brand'.
And so six years down the line, Aesthetic Laundry is a fully fledged, independent brand with garments designed and handmade in Heidi's colourful studio in London. With a small team joining her at the beginning of 2019, Heidi is beginning to expand and with this we hope our wonderful Aesthetic Laundry customers notice the change and enjoy the excitement as much as we are!
'From the bottom of my heart, I cannot thank my loyal customers enough for supporting me on my journey to date. For those of you who are new, I hope you find something that is for you!