Last week fashion label Ayama launched their third collection at Time Again NYC with a car wash presentation.
Hosted at the beloved Chinatown hot spot, Time Again, Ayama’s presentation turned the restaurant’s open lot into a time capsule. Models were dressed head-to-toe in retro looks as they showed off the collection next to a classic sports car. While the models pretended to wash the vehicle, media, photographers and guests were welcomed to view the latest pieces coming to life and taking us back in time. Lite bites were served and treats like cotton candy evoked even more nostalgia during the activation. Guests circulated all night long and enjoyed the whimsy and innovation of a car wash fashion presentation.
Photo Credit: Charlie Rubin
Ayama’s latest collection introduced swimwear and ready-to-wear and embodied a more sensual and playful aesthetic than the designer’s previous work. The color palette featured a variety of jewel tones and cooler shades with layering and lighter pieces.
Photo Credit: Charlie Rubin
Founded by Maya Goldberg, Ayama made its New York Fashion Week debut in 2023. The New York-based fashion label is known for reimagining classic silhouettes with a modern twist. While most designers release collections every season, Ayama is unique in that it boldly drops “seasonless” collections. Goldberg is constantly pushing the envelope and rewriting the rules. Fashion icons like Lil Yachty, Imam Hammam and more have been spotted sporting Ayama pieces.
Photo Credit: Charlie Rubin
