The pandemic prompted the creation of Ayda, a brand that offers punchy pieces & an innovative sports bra with an adjustable velcro strap
Ayda Field Williams, wellness influencer and model/actress, has launched Ayda, a luxury activewear label with an audacious spirit and a fresh take on function.
“This line has been YEARS in the making…every single detail mattered. Say goodbye to faux pas like see-through leggings, camel-toe, bulging seam lines, paper-thin fabrics, and bras that feel like boob jail,” Williams announced on Instagram.
While Williams had previously considered launching an athleisure brand, the inspiration for making Ayda a reality came after the wellness influencer was living in athleisure 24/7 during the pandemic.
The XS-XL activewear collection is intended for everyday wear, whether for a workout or brunch. A clip of some of the athleisure pieces in action can be viewed here.
Ayda currently offers three product collections: Core, Performance, and Lounge, with vibrant colors like coral, olive, blush, and turquoise.
Prices range from $78 to $108 for buttery soft Gwen Leggings and flattering curved-neckline sports bras, available in the Core collection.
The Performance collection, with prices ranging from $98 to $128, includes The Coco leggings and The Coco sports bra, which features an innovative adjustable velcro strap for customized comfort.
Ayda didn’t skimp on the comfort category, either. The Lounge collection offers The Teddy sweatshirt and sweatpants, as well as a windbreaker with high-visibility reflective stripes, priced $128 to $228.
Included in the Ayda line is also The Double-Up Hat and a pair of cheeky (and NSFW) socks.
Singer-songwriter Robbie Williams, Ayda’s husband, is already a big fan — he celebrated his wife’s new activewear line during an Instagram live session in which he modeled one of her bras.
Ayda is currently running a promotion for free global shipping on orders over $100 using the code JUBILEE.
Courtney Rehfeldt has worked in the broadcasting media industry since 2007 and has freelanced since 2012. Her work has been featured in Age of Awareness, Times Beacon Record, The New York Times, and she has an upcoming piece in Slate. She studied yoga & meditation under Beryl Bender Birch at The Hard & The Soft Yoga Institute. She enjoys hiking, being outdoors, and is an avid reader. Courtney has a BA in Media & Communications studies.