International fashion and accessories brand Baia Baia, known for its playful and spirited approach to custom creation, made its Australian debut with the opening of its first Australian flagship store in Sydney’s Queen Victoria Building late July.
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Baia Baia is a bespoke charm concept, where fashion and creativity collide, designed to offer infinite possibilities that represent happiness, uniqueness, free spirit and style.
The brand was founded in France by Steve and Chiara Rosenblum. Baia Baia’s philosophy is based on an ethos of togetherness, fun, and casual chic, embracing the idea of a Baia Baia Tribe, where personality shines with confidence through customised DIY creations of thongs, jellies, furries, bags, stationery and other fashion accessories.
At the helm as collection director is Parisian-born Chiara, a renowned contemporary art collector, editor-at-large for French magazine Be Contemporary and mother to three young girls.
Chiara, who with her husband also co-founded a 1500sqm art museum designed by esteemed architect Joseph Dirand, draws on her global aesthetic, design and artistic influences to craft Baia Baia’s ranges, each heroing the brand’s DNA of fun and accessible fashion for all ages, focusing on personalisation and entertainment.
Presenting hundreds of charms categorized into 12 distinct fashion tribes, the in-store and online Baia Baia experience allows customers to embark on an expressive journey, offering a template of creativity to craft fashion accessories that is uniquely your own. The charms, like a tattoo, tell personal and unique stories.
At the avant-garde of a revolution of empowerment, Baia Baia provides the environment and tools to achieve fashionable self-creation, ensuring no two persons wear the same, where fashion meets and mingles with one’s own personal sense of style, fun and memories.
Baia Baia is rapidly expanding globally, and Retail in Asia has visited its showroom in Hong Kong. It was an immersive experience into a colorful world, which brings visitors to a Summer state of mind.