She's busy. She has a lot going on. She has work, family, travel, dinners, holidays and a hundred other things on her mind.
She cares about how she looks, but she doesn't want getting dressed to become another job.
She wants clothes that make her feel good without feeling like she's trying too hard.
BFAIR really started with a feeling that I had for a long time.
After spending so many years in fashion, I felt that there was something missing—not necessarily more fashion, but better fashion.
I wanted clothes that felt beautiful but were also easy to wear. Pieces that could become part of your life rather than something you bought for one particular occasion.
And I realised that if I was looking for those clothes, perhaps other women were too.
That was really the starting point for BFAIR.
Our Space
Every BFAIR garment is designed and produced in our own manufacturing facility.
Being closely involved in every step of the process allows me to focus on quality, attention to detail, and responsible production.
To me, slow fashion is really about intention.
It's taking the time to think about what you're making and why you're making it.
We produce in small batches. We choose our fabrics carefully. We pay attention to fit and finishing.
And most importantly, I want the customer to feel that the garment was worth making.
I'd rather make fewer pieces that people genuinely love than produce large quantities just to keep up with a cycle of constant consumption.
My Journey
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Hi, I'm Geetika, the founder of BFAIR.
I've been in the fashion industry for over 20 years, and my journey has taken me through design, manufacturing and working with different fashion brands.
I'm also a mother, an entrepreneur, and probably someone who has always been slightly obsessed with clothes and how they're made.
BFAIR is the first brand I've created that is completely my own, so for me, this is a very personal journey.
I think when you're younger, fashion can be about experimenting and constantly changing.
As I've grown older and life has become busier, I've realised how much I value ease.
I want clothes that can travel with me, that can work from day to evening, that I can dress up or dress down.
And I think becoming a mother and running a business has made me very conscious of the value of time.
I don't want my wardrobe to demand too much from me.
I want it to make life easier.
I don't want BFAIR to become just another fashion brand.
I want it to become a brand that women trust.
A brand they come back to because they know the quality is good, the fit is considered and the clothes are going to have a place in their wardrobe for a long time.
And I want to build it slowly and honestly.
I don't know exactly where BFAIR will be five or ten years from now.
But I know what I want it to stand for: beautiful clothes, made thoughtfully, for women who want to buy less but buy better.
And if we can build that, I'll feel like we've done something meaningful.
- Geetika Singh, Founder
A woman who wears BFAIR
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I want her to feel like herself.
Not like she's wearing a costume or trying to follow a particular fashion moment.
I want her to put something on and think, this feels good.
I want the clothes to give her confidence without taking over.
And I think the best compliment for BFAIR would be if someone said, "This is one of those pieces I always reach for."
Because that's exactly what I'm trying to create.