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In 2016, Hay visited a dressmaker to have a favorite vintage Laura Ashley dress remade, and decided that she wanted to focus on fashion.[4] She established her own label, Batsheva.[5] Her designs are modest yet whimsical - stiff collars, tiered skirts, and "prints that are almost uncomfortably naïve." Hay's designs have been worn by Gillian Jacobs, Jessica Chastain, Lena Dunham, and Natalie Portman.[6]
In 2017, one of Hay's dresses was included in Vogue in their roundup called “How to Wear Fall’s Least Sexy Trends, from Clogs to Corduroys.”[6]
She attended the 2021 CFDA Fashion Awards as a VIP guest along with other professionals in the fashion industry (designers, creative directors, CEOs, etc.) such as Alexandre Birman, Brett Heyman, Carly Cushnie, Christian Siriano, Cynthia Rowley, and Dao-Yi Chow.[13]
She is married to fashion photographer Alexei Hay, and they live on the Upper West Side with their two children.[14] They observe and practice Judaism.[14]