When Fashion Week arrives the fashion world is buzzing with energy and excitement. Designers, models, and influencers head to the runways to showcase what’s new, what’s bold, and what’s next. It’s an exhilarating time, and while all eyes are on the catwalk, at Ada & Edith, we’re taking a moment to reflect on the deeper currents that shape the fashion industry.

One of our Founders has had the privilege of experiencing NYFW firsthand. As an executive, Ukonwa Ojo sat front row at several shows. But there was something that always struck her: many of the designers creating for women weren’t women.

As a woman, she noticed how much of the fashion world wasn’t designed with us in mind—the lives we actually lead, the bodies we have and love. There are times when what's on the runway seems to reflect someone else’s vision of what women should look like, rather than celebrating the bodies and lives we already lead.

It’s not about being negative or casting blame—fashion is an art, and art can take many forms. But it made her wonder: why aren’t more of us designing for each other? Why isn’t there more focus on creating clothing that celebrates the beauty of real women’s bodies and lives?

This realization became a seminal one for Ukonwa and contributed to the birth of Ada & Edith. At the heart of our brand is a desire to change that narrative. We want to create clothing that is not only beautiful but effortless, comfortable, and practical for the complex, dynamic lives women lead. Whether you're running errands, heading to a meeting, or enjoying a night out—all in the same day—we believe your clothing should work for you, not the other way around.

That’s why effortlessness and comfort are core to our designs at Ada & Edith. We know that women’s bodies fluctuate naturally, and we embrace that. We designed our pieces to be forgiving, with flexible sizing and silhouettes that flatter and adapt. We also eliminated closures, allowing women to dress themselves with ease, without the need for assistance.

At Ada & Edith, we believe that all women’s bodies are beautiful, which is why we offer inclusive sizing from small to 2XL. Every woman deserves to feel confident and sophisticated in what she’s wearing, no matter her size or shape.

We appreciate Fashion Week, we celebrate the creativity, innovation, and bold statements coming off the runways. The silhouettes to subtle details, it's important for the fast-paced world of fashion to mix in pieces that fit seamlessly into your wardrobe for years to come. We believe in curating a balance between eye-catching styles and the staples that every woman needs. At Ada & Edith, we’re committed to creating pieces that merge that same spirit of innovation with timeless sophistication

Mixing Bold Statements with Timeless Staples

While bold, runway-worthy silhouettes have their moment, we know that real life demands balance. Fashion isn’t just about making a statement on the catwalk—it’s about curating a wardrobe that fits the rhythm of everyday life. That’s why our collection offers a balance between statement pieces that turn heads and versatile staples that form the foundation of a modern wardrobe.

We believe that every woman should have access to clothing that embodies the style and elegance of the runway while never sacrificing comfort or quality. Whether you’re dressing up or down, at home or out in the world, our designs are meant to make you feel confident and sophisticated no matter where life takes you. 

As you take inspiration from NYFW, whether you're building your wardrobe with go-to essentials or seeking bold, standout pieces, we’re here to help you do it. We create clothing that lasts, both in style and in quality, because we believe that fashion should elevate your life, not just for a season, but for a lifetime. We invite you to explore our latest collection. These pieces can fit seamlessly into your wardrobe for years to come. We’re here to help you create your own runway moments—wherever you are.

We’re inspired by the moments, and designing for the long haul.