About
The Pastel Apocalypse is anticipation.
In a world where we have grown used to having immediate access to everything, The Pastel Apocalypse invites you to slow down and rediscover the pleasure of waiting.
Waiting patiently for your favourite piece to be made especially for you. Every item is created exclusively to order, allowing me to create with intention and without producing more than I need.
Waiting for a new capsule, knowing that every design exists because there was an idea worth turning into something you could wear.
And finally, waiting patiently each week for a new entry of The Diary.
How it all began
In 2015, I promised myself that one day I would open a clothing store. I still remember the first T-shirt sketches I created for it, back when the store was nothing more than a very abstract idea.
In 2019, having just graduated from fashion design school, I still had no idea where to begin. What I did know was that every time I walked into a clothing store, I found myself repeating the same sentence: “I don’t like anything.”
So I brought two things together: the store I wanted to open and the wardrobe I could never find. I began designing the clothes I wished I could wear.
The Pastel Apocalypse gave me the opportunity to explore my creativity, my personality, and all the stories I carried inside me but had not yet found the right medium to tell.
Then, in 2022, I stopped without immediately realizing that I was stopping. I gradually created less and less until I eventually paused altogether, because I was once again trying to understand who I was becoming and what I wanted the brand to be.
During those years, I also gave myself the time to explore a part of my creativity that, because of my dyslexia, I had been slightly ashamed of for a long time: writing.
In June 2026, I reopened the store without a precise plan. Despite all the time that had passed, I still did not know exactly how to shape this new version of The Pastel Apocalypse. Now I understand that it will probably never have one final form, because it will continue to change with me.
To my great surprise, and even greater happiness, I also began writing and publishing The Diary, while another important project I have been working on for years continues to grow behind the scenes.
Somewere between returning to fashion and allowing myself to write, I finally understood what I wanted The Pastel Apocalypse to become: a place where creativity is allowed to take its time.
I remember that, when I was a child in the early 2000s, the best part of almost everything was often the anticipation.
I would like to give some of that back to you.
Ayla A. Vigna