The New York designer has navigated the challenges of the pandemic with impressive dexterity
. “During the most serious months of lockdown when we couldn’t get into the office, it was just a matter of trying to get as much inventory as we could ship for orders and staying afloat,” says Hay, now happily back in her Midtown studio. “Now that factories have reopened, at least there’s more to do. There’s still anxiety, but there’s nothing worse than being anxious and not having anything to do, so at least things are busy.
Where many have taken their time under quarantine to press pause, for Hay, the priority has been ensuring her business will safely make it through. That’s not to say, however, that she hasn’t been flexing her creative muscles, with the first germ for her next collection coming via the discovery of a new lockdown hobby:.
Aside from planning the imminent shoot for the collection’s lookbook – a process she describes as a rewarding, if mind-bogglingly complex, endeavour in the age of social distancing – Hay has also been experimenting with a new model of releasing her clothes.
And that’s not all. In June, she launched a collection of housedresses that reinterpret her classic silhouettes into pieces that blend comfort and eye-catching print to charming effect, while a series of hair clips 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.
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.
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