Intimate Apparel
aimée
A luxury lingerie and ready-to-wear label exploring intimacy, sensuality and the female body through graphic structure, exceptional craft and a distinctly feminine point of view.
Scope
“For me, modern sensuality is a dialogue between intellect, physicality, identity and pleasure — something self-defined, self-possessed and experienced from within.”
The philosophy of aimée was channelled through every touchpoint, from product to presentation. Communicating that philosophy became, in many ways, a feminist act. I wanted to design and present lingerie in a way that reflected my own understanding of modern womanhood — one rooted in equality, autonomy, ambition and pleasure — rather than repeating the familiar codes of objectification and the male gaze.
The product category felt inherently political because lingerie sits so close to ideas of body, sexuality, desirability and power. That created an opportunity to question how women are represented, how sensuality is constructed, and how design might support a more self-determined relationship with the body.
For me, the challenge was to move the conversation forward: to create lingerie that could be technically exacting, luxurious and intensely sensual without reducing the woman wearing it to an object. Sensuality could be intelligent, complex and self-authored — something experienced from within rather than performed for someone else.
That philosophy informed every creative decision that followed, from silhouette and fabrication to casting, photography and art direction. The aim was to build a visual and product language in which female pleasure, agency and identity occupied equal footing with beauty and desire.
