Launched earlier this year, BAINA’s new towel collection with Estudio Persona explores the interplay of light and shadow.
BAINA have partnered with Estudio Persona to launch its Umbra Towel Collection. Photography by Pia Riverola
Words by Roddy Clarke
Elevating everyday routines through its exquisite towel collections, Australian brand BAINA partnered with Los-Angeles based Estudio Persona earlier this year to launch UMBRA – a limited-edition towelling collection. Drawing inspiration from the phenomena of ‘umbra’, the darkest part of a shadow cast by an object, the collection explores the interplay of light and shadow. ‘The natural tones were carefully selected by both teams,’ explains Jessie Young, co-founder of Estudio Persona.
Settling on a tonal palette of Stone, Sand, Rust and Bark, the team also comment on how they wanted it to reinforce the concept of ‘umbra’ while illustrating how the presence, or absence of light, can alter tone. With collaborations an important aspect to the brand’s development since its launch in 2019, its co-founder Anna Fahey explains how they find like-minded partners. ‘We are drawn to brands who share our affinity for modern bathing and permanence,’ she states. ‘In 2021, we teamed up with BINU BINU, a soap house inspired by the intergenerational communal spirit of the Korean bathhouse across a sink side pairing of one hand towel and soap set and in 2022, we partnered with essential skin care brand LESSE to create a limited-edition towel, produced in homage to daily self-care rituals.’
The founders of BAINA, Anna Fahey and Bailey Meredith. Photography by BAINA
Approaching Estudio Persona in early 2023, Fahey goes on to say how they were intrigued to co-create an entire collection, which was a first for the brand. ‘We had long admired Estudio Persona’s modern silhouettes, neutral tones and raw materials,’ says Fahey when discussing the work of the studio, renowned for its furniture design. ‘Inviting them into the bathing world felt like a natural fit.’
The tonal hues of the collection allude to the phenomenon of umbra – the darkest part of a shadow cast by an object. Photography by Pia Riverola
With BAINA loved for its elevated design aesthetic, the company’s mindful approach to craft and materiality is also turning heads. Each collection is produced in Portugal from 100% GOTS-Certified cotton – a natural and biodegradable fibre that the team say has superior absorbency, a soft hand-feel and reduced environmental impact. ‘As a season-less brand, it is important for us to harness simplicity and therefore having restraint and refinement in our design approach,’ continues Fahey. ‘We carefully curate our offering, so that each style is thoughtfully woven into the collection and our design process often begins by looking at our existing collection and building from there. It’s so important that everything we produce is intentional – honouring our brand philosophy.’
BAINA’s mindful approach is evident not only through its considered, timeless aesthetic but also its superior quality and sustainability credentials. Photography by Pia Riverola
Speaking of this collaboration, Fahey also comments on how it was designed with permanence in mind. ‘Jessie and Emiliana (the founders of Estudio Persona) are known for their distinctly neutral and minimal aesthetic language, natural materials and traditional craftsmanship,’ she says. ‘It’s an approach that aligned perfectly with BAINA’s, and we knew a partnership with Estudio Persona would uphold our commitment to designing with permanence in mind.’
BAINA’s collections help to elevate the everyday rituals of bathing. Photography by Pia Riverola
Looking ahead, Fahey’s co-founder Bailey Meredith says sustainable growth is a key principle for them both. ‘We are committed to creating timeless collections, with mindful craftsmanship to thoughtfully extend our customer offering,’ she says. ‘We look forward to continuing to serve our customer in the bathing space – extending the moments that begin and end each day.’
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