About the Designer
Rooted in the nostalgic charm of the British countryside and shaped by years of studying at the London College of Fashion, Hailea Crichton is the designer behind Deidei. Her collections are a study in contrasts: romantic yet grounded, modern yet timeless, with each piece designed to live beyond seasons and trends.
From early childhood dress-up games to memories of her grandmother’s stories from Lancashire’s historic textile mills, Hailea’s designs are rich with narrative. “Fashion should feel like memory,” she says, “something that connects you to a place, a person, or a feeling.”
Luxury Fashion Designed with Purpose
For Hailea, luxury and sustainability are inseparable. Each stage of her design process is rooted in intention — from the first pencil sketch to the final stitch. Circularity is at the heart of every garment, considering not just how it is made, but how it will live, be worn, and one day return to the earth.
“We approach each stage of the design process with sustainability at the forefront,” Hailea explains. “For me, luxury and sustainability are the same thing — you can’t separate them.”
Timeless Craftsmanship, Made in the UK
Deidei’s pieces are made in the UK in small batches, allowing Hailea and her co-founder Gabrielle to maintain a close, hands-on relationship with every piece. This not only reduces waste but ensures a level of quality and craftsmanship that’s increasingly rare in modern fashion.
By working with trusted UK partners and paying fair wages, Deidei honours its roots — from Lancashire’s industrial past to today’s responsible future.
Sustainable Fabrics, Timeless Silhouettes
At the heart of each Deidei collection is a thoughtful use of fabric. Hailea chooses materials not only for how they feel and drape, but for the story they tell. Every fibre supports her vision of modern heirlooms that tread lightly on the earth.
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TENCEL™: derived from sustainably sourced wood pulp, breathable and luxuriously soft
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Cupro: made from recycled cotton linter, offering a silky finish with minimal impact
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Bamboo blends: naturally breathable, beautifully fluid
These fabrics are biodegradable and selected to contribute to a closed-loop fashion system — where beauty doesn’t come at the planet’s expense.
A Designer with an Independent Spirit
As an independent designer, Hailea brings creative freedom and integrity to every aspect of Deidei. She works closely with her sister-in-law Gabrielle, co-founder of the brand, to ensure that every decision — from design and production to packaging and partnerships — reflects their shared values.
“We only make small collections. We often live with a sample for a year before it’s made. Waste just isn’t something we do.”
Their close-knit, hands-on approach creates a brand that feels deeply personal — an antidote to fast fashion and mass production.
Where Memory Meets Modernity
Hailea’s vision for Deidei is one of emotional dressing — where garments aren’t just worn, but lived in. Each piece is meant to feel like a future heirloom, to carry stories, and to evolve with the wearer over time.
Expect soft tailoring, fluid movement, and playful nods to childhood whimsy, all anchored in a modern British aesthetic. The result is quiet luxury: fashion that whispers, rather than shouts.