Fit-Led, Female-Driven: The Body-Conscious World of AYM
Origins and Founding
AYM—short for All Your Moments—was founded in 2016 by Lydia Jones in the UK. What began as a small-scale, made-to-order clothing brand has evolved into a cult favorite for minimalist, curve-accentuating styles designed to empower women through fit. AYM made its name with slinky, double-layered dresses and matching sets that are cut to hug and sculpt the body—no shapewear required.
Ownership and Leadership
The brand is still independently owned and led by Lydia Jones, whose mission has always been centered around slow fashion, transparency, and making women feel confident in their own skin. AYM produces all garments in-house at its UK studio, allowing for greater control over quality, sizing, and ethical production.
Aesthetic and Design Language
AYM’s aesthetic is defined by sharp minimalism and fit-first construction. Every piece is double-lined, designed to flatter curves, and crafted from stretch jersey for a second-skin feel. The color palette includes neutral tones—black, beige, cocoa—alongside seasonal shades and pops of neon. The look is sultry but understated, ideal for night outs, vacation wardrobes, and confident everyday dressing. With its commitment to zero-waste production and inclusive sizing, AYM blends fashion and function with purpose.
Notable Pieces
- The Endurance Dress – A long-sleeved, bodycon maxi with a high neckline and sleek silhouette.
- Asana Set – A matching bandeau and midi skirt duo designed for events, nights out, or elevated loungewear.
- Adapt Dress – A ruched mini with adjustable sides and a square neckline, ideal for flattering every shape.
- AYM Custom Fit – Made-to-measure options available for many of the brand’s core styles.
- Double-Lined Essentials – Core tanks, bodysuits, and crop tops engineered with internal structure for support.
Famous Fans
- Molly-Mae Hague
- Maya Jama
- Nicole Scherzinger
- Love Island UK cast members
- British fashion influencers and stylists
The Future
AYM is investing in custom sizing, sustainable fabrics, and modular collections that allow for more personalization and longevity. With continued growth through social media, DTC drops, and slow fashion advocacy, AYM is building a new blueprint for curve-conscious, ethical womenswear designed by women, for women.
