CREATOR SERIES: Bailey Meredith - BAINA

With an ethos centred around mindful craftsmanship, Bailey Meredith and Anna Fahey, the talented duo behind the brand BAINA, take a season-less approach to designing their contemporary, organic towelling, always with the idea of permanence in mind. With a design sensibility that nods to architecture, colour theory and fine art, BAINA celebrates the re-connection to daily routines and encourages taking a more considered approach to our everyday dwelling.

As a long-time fan of the brand, I was thrilled to sit down with Bailey recently to chat further about the importance of daily rituals, her creative process, the evolution of BAINA, and learn more about her approach to design.

With a background working in fashion, Bailey connected with co-founder Anna years ago over their mutual love of design; a friendship which progressed to a successful business partnership and the launch of BAINA. Both NZ natives, now based in Australia, the clever duo challenge the traditional seasonal trends with designs that stand the test of time through employing high quality materials (their organic cotton is sourced and woven in a mill in Portugal), and an inclusive aesthetic.

Read on for more.

 Please share with us a bit about your career evolution, and how BAINA came to be.

Anna and I had often mused about starting a brand and business together. With backgrounds in fashion, we both found ourselves working in the interior design industry at the same time. After experiencing the cyclical pressures of fashion first-hand, we were drawn to the principles of a season-less, inclusive and functional product. Intrigued to explore the overlooked towelling category, we saw there was room to provide a more considered and elevated offering.

For many years, we have both shared an affinity for bathing - using it as a way to decompress and rest daily. We felt confident that we could authentically speak to the act of bathing - and its benefits. This underpinned our desire to create more than just considered towelling. BAINA would represent the reconnection to one’s daily bathing routine. 

Tell us more about the important foundations/values your brand is built on.

We have been uncompromising in our pursuit of elevated design, lasting quality, and mindful manufacturing. We only ever want to launch a brand that upheld these values - without one of these, BAINA towelling could not exist. 

I love that the brand encourages and celebrates reconnection to daily rituals (specifically bathing routines). What are some of the daily rituals you make time for/can’t live without? 

I like to keep my self-care routine simple - nothing too complex or unobtainable. For me, it’s the simple repetitive actions that keep me grounded and connected to self. Hydration, sleep, movement and connection. Whenever I feel the need to slow down, find stillness and reset, I draw a bath. No problem seems quite as bad after a long soak. 

I admire your commitment to considered and inclusive design. Can you tell us a little bit more about this and why choosing to veer away from  the typical seasonal trends is important to you?

We wanted to take a mindful approach with BAINA. We felt that to create towelling that is intimately woven into the daily ritual of bathing it needed to not only be age, size and gender-inclusive - but also season-less.

By refining our offering and perfecting each piece we can help encourage mindful consumption and product longevity. As a conscious brand, we have a responsibility to be as environmentally and socially responsible as we can. 

What’s next for BAINA?

There is a lot on the horizon for BAINA. This year we look forward to entering more markets in the Northern Hemisphere; we will continue to build our collection slowly and as required to elevate the bathing experience. 

What would you say is your biggest career lesson?

Be kinder to myself - in every sense of the word. Let go of any self-doubt, believe in your idea and in yourself.

What music are you listening to at the moment?

BAINA’s “Music to Bathe to” Playlist. It always serves as a gentle reminder to take my time.

For more, visit shopbaina.com