A collection inspired by small joys, soft forms, and real UK craft. These cloth and bag pieces feel gentle, personal, and beautifully made. One look pulls you into the story behind them.
Florence Rust Ruffle Midi Dress
Deidei, a British fashion label based in Manchester, introduces a new collection that celebrates the beauty of small treasures and the comfort of thoughtful design. Known for its gentle style and love for memory, the brand continues to create pieces that feel personal, warm, and lasting. Every item is made in small batches in the UK using low-impact materials, reflecting a clear commitment to slow and responsible fashion.
Luka Millicent Dress
This collection draws its spirit from childhood moments, old attics, countryside days, and the charm of objects we keep close for comfort. The pieces feel familiar yet modern, shaped with simple forms and designed to add quiet joy to daily life.
The Pigling
The centrepiece of the collection is The Pig Bag. Crafted from deadstock wool, it has a sculptural shape that makes it stand out instantly. Soft curves and a practical structure give it both character and function. The bag reflects Deidei’s clear design identity: calm, expressive, and made with purpose.
The Waxed Tote and Satin Small Bag
The waxed cotton tote adds a practical touch to the range. The fabric softens beautifully over time, making the bag feel better with age. Its generous shape allows it to be used as a tote or expanded into a holdall, making it a reliable companion for everyday life.
Tabitha Satin Mini Tote Bag in Pistachio
The satin small bag introduces a softer, more elegant mood. Its adjustable tie straps allow easy styling, whether worn over the shoulder, carried by hand, or paired with evening wear. The texture and shape give it a gentle, refined appeal.
Collectible Charms
Completing the collection are three small charms designed as keepsake objects. Their soft shapes and tactile feel bring a playful personality to any bag. These charms turn a simple accessory into something personal and memorable.
Behind the Brand
Deidei was founded by designer Hailea Crichton and her sister-in-law, Gabrielle Pritchard. The brand is rooted in family history, Northern craft, and the stories that shaped Hailea’s early life. After studying at the London College of Fashion, she returned to Manchester to build a label that values care, memory, and intention. These values are present in every piece: small-batch production, hands-on making, and designs that hold personal meaning.
Co-Founder & Designer – Hailea Crichton
Co-Founder – Gabrielle Pritchard
This new collection captures what Deidei stands for: beauty in simplicity, strength in craft, and joy in everyday objects. Each piece invites the wearer to slow down, enjoy soft details, and carry something made with genuine thought.
The full collection is now available exclusively at www.deidei.co.uk.
Editor’s Pick
Deidei’s new collection feels warm, thoughtful, and easy to love. The bags have simple shapes, soft textures, and a clear sense of craft. Each piece is made in small batches in the UK, which makes it feel special. A great pick for anyone who enjoys a quiet style with a personal touch.
