[17][18][19] The Italian company was founded in November 2013 and was previously sold at international luxury retailers like Browns, Farfetch, and Moda Operandi.
[37] Utilizing Clubhouse and Instagram, she partnered with Ascia Al Faraj to create an online campaign, #LanAsket, (Arabic for "I will not be silent") to raise awareness about harassment, domestic abuse, and honor killings in Kuwait.
The campaign encouraged Kuwaitis to post a video or photo wearing a black abaya (all-black attire) to symbolize mourning.
In October 2023 during the 2023 Israel–Hamas war, Israeli media reported that Hayat was directly involved in the removal of Israeli fashion designer Dorit Bar Or from Mytheresa, Net-a-Porter, and Matches Fashion following Bar Or's pro-IDF Instagram story that contained the adhan (Islamic call to prayer) in the background.
[39][40][41][42][43][44] In November 2023, Net-a-Porter and Mytheresa reinstated Bar Or after she applogized and clarified "I had not realized this warning video was led by the voice of Adhan in the background, I did not mean to offend anyone by that".