Fashion designer and Copperas Cove native Jonathan Hayden is gaining fame in NYC by dressing stars like Lupita Nyong’o and exploring tech-driven sustainable fashion.
COPPERAS COVE, Texas — From Copperas Cove to the catwalks of New York City, fashion designer Jonathan Hayden is making his mark in one of the most competitive industries in the world — and he’s doing it his way.
Hayden, a 2009 graduate of Copperas Cove High School, now operates his own design studio in the heart of New York City’s garment district. Since launching his brand in 2019, he’s dressed celebrities including Abbott Elementary’s Sheryl Lee Ralph and Oscar-winning actress Lupita Nyong’o — who wore one of Hayden’s designs to a women’s health fundraiser earlier this year.
“We lucked out — my makeup artist from the show is actually Lupita Nyong’o’s personal makeup artist,” Hayden said. “He reached out, and I sort of suspected it might be her. It was an incredible moment.”
While working with Hollywood stars is a milestone, Hayden says his mission extends beyond red carpets. His brand blends fashion, art and technology, using innovations like AI in the manufacturing process and animation in design presentations.
“For me, having the brand is about experimenting and challenging the boundaries of the industry,” Hayden said. “We’re asking what fashion looks like in a world where we’re discussing sustainability, ethics and globalization.”
Hayden’s journey into fashion began as a teenager. He credits his high school sewing classes — and his English teacher, Janice Stalder — for nurturing his creativity. After graduating, he attended The Art Institute of Dallas, then earned his master’s degree from the Savannah College of Art and Design (SCAD).
Hayden’s big break came when one of his designs — a 15-pound hand-beaded dress inspired by online dating — won a competition at the Metropolitan Museum of Art. The interactive design, which used early augmented reality technology, signaled that Hayden’s innovative approach had a place in the global fashion conversation.
“That was the first time I felt like the industry was validating my ideas,” Hayden said. “It made me realize I made the right decision to pursue fashion.”
Most recently, Hayden returned to New York Fashion Week, presenting his latest collection in a standing gallery-style showcase that allowed guests to interact with his work up close.
“It was my first time doing a presentation that was entirely my vision,” Hayden said. “People could touch the fabric, ask questions and hear how each piece was created. I think people crave that kind of connection in fashion.”
The designer describes his style as “clean and classic silhouettes” paired with whimsical, graphic fabrics — a balance between structure and imagination.
Though Hayden now calls New York home, he hasn’t forgotten his Central Texas roots. He says his Southern upbringing and small-town manners set him apart in an industry known for its fast pace and intensity.
“The industry cultivates a culture that can make people suspicious of politeness,” Hayden said. “But being well-mannered and grounded has always been part of who I am.”
Looking ahead, Hayden plans to expand his business by increasing direct-to-consumer sales and touring boutiques nationwide. His ultimate goal: to bring his designs to a wider audience without losing the personal connection behind each piece.
To those in small towns who dream of making it big, Hayden offers this advice:
“Be ambitious and dream beyond where you were born,” Hayden said. “But stay grounded and remember who you are. Fashion — and life — can make people forget that. Stay humble.”
As for dream clients he hasn’t yet dressed? Hayden has his sights set on actresses like Tilda Swinton, Gemma Chan and Simone Ashley — women he says embody the creativity and elegance his designs represent.
To support Hayden, visit his website or follow him on social media.
