There’s one moment in particular during lockdown which stands out for her—and it’s fittingly sentimental.
crafted from scrap silk taffeta have also been an unlikely hit. “I’m trying to find a rhythm to those kinds of things that I can do directly with people, rather than this whole retail cycle that is so much slower and more complicated.” Surely it also keeps things exciting? “Oh, totally. The more I do it, the more I remember that’s what I really love.
The number of projects Hay has embarked upon over the past few months is impressive enough, but she’s somehow also found the time to reflect more deeply where she would like to take her four-year-old brand next. One facet of the business that was put on pause as a result of the pandemic was her first store, yet despite the gloomy state of fashion retail currently, a physical direct-to-consumer space is something that Hay sees as a key element of Batsheva’s future. It’s no pipe dream, either.
Alongside pivoting her brand to respond to the challenges of the past few months, there’s a particular moment during lockdown which stands out for her—and it’s fittingly sentimental. “At one point, when a lot of people had lost their jobs, my friends and my best customers were still placing orders and I thought it was really sweet,” she remembers. “Then, I was in a small town upstate at my mother-in-law’s, and I started getting orders from the street that we were on.
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