Over time, our values sharpened, and so did our vision. What My Outfit Online represented in 2018 no longer fully reflected where we and our community were growing. As the brand evolved, it became clear that what we wanted to create deserved an identity that felt more aligned, more intentional, and more reflective of the world we’re building next. GAUI emerged naturally as that expression. 

No, but they are continually refined. Every fit and size is carefully and consistently reviewed, tested. We listen closely to you, take feedback seriously, and stay in conversation so we truly understand what feels right. Because of that, we’re confident that fit and sizing will continue to evolve in a thoughtful, intentional way.

When conceptualizing GAUI, we spent time reconnecting with what we had created over the years and what still felt right. That process made certain pieces feel essential, while others naturally reached their closing moment. Some pieces carry forward, and some won’t. GAUI is an everyday brand at its core and will remain as a thoughtful evolution that allows what still feels essential to continue under GAUI.

For close to three years, GAUI existed as a quiet vision. It surfaced in conversations toward the end of 2024 and continued to grow throughout 2025. Eventually, it became clear that it was time to move beyond planning and imagining, to bring the vision into the world. 

Our values come from who we are and how we move through the world. They’ve been part of our core identity for years and live in the people behind it. Kindness, excellence, and joy continue to guide how we create, how we treat others, and how we make decisions, quietly, consistently, and with care.

GAUI is made for women who value thoughtful design, detail, and intention in what they wear. At the same time, the brand remains open, allowing every woman to find her own meaning and connection through the pieces.