Introducing LAAIN

The wait is over. We are excited to announce the second of our New Boutique Designers: LAAIN! The London-based label was founded by Tamara Rothstein and Sheila McKain-Waid with the aim of
creating a range of fashion sportwear for the busy lifestyle of the multi-faceted woman. LAAIN combine the classic elements of a sporting wardrobe with luxury fabrics. The paired-back styles are meticulously cut for great fitting performance wear and après sportswear as LAAIN is created for the way women live today.

Get in the fast LAAIN

This collection caters for women with a fast dynamic life wanting a sporting wardrobe that caters to her busy lifestyle. As advocates for healthy living, eating, exercise, and mindfulness, the luxurious fabrics of 100% regenerated polyamide yarn create high quality functionality craved by the LAAIN woman. Excellent coverage is achieved through innovative construction that makes the fabrics compact, dense and absolutely non see-through whilst also working as a filter against sun rays to ensure a UPF 50+ protection factor. The all-important fit is achieved through the extreme elasticity of the fabric which enhances its shaping power and comfort whilst guaranteeing maximum freedom of movement to the user. The ideal shape retention comes through high modulus that translates in the perfect degree of muscular compression and support, while its recovery power allows the fabric to follow your every movement ensuring a perfect fit under any circumstance. The LAAIN garments are exclusively produced in Europe using the latest sports manufacturing technologies. From technical bonding to seamless knitwear, each LAAIN product is engineered for maximum performance and comfort. The rather incredible performance of the fabrics paired with the great cut and fit are then perfectly finished off by the use of multi-filament polyamide making these pieces extremely soft, silky and pleasant to the touch and therefore making them ideal for everyday use. Needless to say, get ready to fall in love with these new pieces!

Creative Director:
SHEILA MCKAIN-WAID

American-born designer Sheila McKain-Waid has a BA in Textile Design from the University of Kansas before continuing her education in Apparel Design at the Fashion Institute of Technology in New York. Sheila effortlessly blends a paired back American simplicity with a casual elegance and European sense of timelessness. Having previously worked as a Creative Consultant for several prestigious luxury brands including Donna Karan, Oscar de la Renta, Halston before becoming the Head of Design for Womenswear and Accessories for 120 year old British heritage brand Daks for three years. Now based in London, Sheila is currently the Creative Director of iconic British heritage brand Jaeger. Sheila's experience with luxury brands gives her a very deep understanding of craftsmanship, draping and luxury fabrics, which in turn distinguishes her work.

Creative Director: TAMARA ROTHSTEIN

Stylist Tamara Rothstein co-founded label LMNOP with fellow designer Martine Rose after graduating from Chelsea Art College in Textiles. Tamara soon found herself contributing to i-D, Arena Homme Plus and 032c magazines as the cult acclaim for LMNOP grew. Styling became Tamara’s primary focus when she was offered the editor in chief position at the new Qvest and Qvest Edition titles in Berlin in 2006. She also assumed the role of Fashion Director of 032c as the influential magazine grew into an international cultural bible. Between 2008-13 Tamara served as Fashion Director of POP. Consultancy clients have included DAKS, Alexander Lewis, Dior, Emilio Dela Morena, Dondup, Jaeger, Dior, Louis Vuitton, Top Shop, Adidas, Puma, Rupert Sanderson. Tamara has also worked in close collaboration with leading photographers including Ryan McGinley, Jeff Burton, Alasdair McClellan and Richard Prince.