featured in

A note from the designer

Thank you so much for visiting NOT’s virtual fashion home.

Currently, designer Jenny Lai is taking a sabbatical for creative research and is away from New York City. During this time, you will find that orders are on pause, but all of our styles, blog posts, and collaborative projects are still here for your browsing pleasure! Orders will resume during summer 2022, so if you would like to reserve certain styles, send us a message. Curious about the designer's journeys? Visit our blog or sign up for our newsletter! Also, don’t hesitate to send us an email for upcoming project enquiries; we’re always happy to hear from you.

Sign Up for our newsletter

Enjoy $20 off your first purchase. Twice a month, be the first to know about new styles, invite-only events, and exclusive sales. We respect your privacy, unsubscribe anytime.


Chanel's Maisons d'Arts

A glimpse into Chanel's Maisons d'Art at le19M - a project bringing together 600 artisans of the highest craftsmanship and innovation. Read more

Berlin Studio Visit: Designer Dennis Chuene

A visit to designer Dennis Chuene's new studio and the stories behind his textile art pieces. Read more

Opening March 24: Metaverse Fashion Week Exhibition

Our virtual exhibition Unplanned Paths showcases eight years of collaboration between photographer Andrew Boyle and designer Jenny Lai. Read more

Performance wear



Designed and produced in New York City, NOT is an independent designer fashion brand founded by Jenny Lai, inspired by dressing as performance.

Jenny grew up playing classical music, dancing, and acting. When she received her first sewing machine at age 12, she saw that dressing was another kind of performance- silent, intuitive, and one acted out everyday. Through her designs, she aims to inspire playfulness, individual expression, and confidence.

She is also passionate about designing custom performance-wear for musicians and dancers pushing the boundaries of interdisciplinary performance.

Read more


All collections are designed at our Upper West Side Studio in New York City. We seek out remnant fabrics when possible, resulting in unique finds and flexibility to customize. Every garment is cut in-house for production. We partner with exceptional tailors and manufacturers in the Garment District for our made-to-order and small quantity runs.