LINGERIE / SERIES I
aimée is produced in France to the
highest possible standard and in the same
factories as Chanel, Hermès, Loewe, and
Louis Vuitton. The debut collection went
straight into the Body department of
Selfridges and garments have been shot on
Kate Moss, Rhianna, and Winnie Harlow.

CREATIVE DIRECTION / BRAND DNA / SEASONAL RESEARCH / DESIGN DEVELOPMENT 2D & 3D / SOURCING / FABRICATING / PRINT DEVELOPMENT / KNIT DEVELOPMENT / WEAVE DEVELOPMENT / BOM / SPEC PACKS / PATTERN CUTTING / TOILING / FITTINGS / PRODUCT DEVELOPMENT / PRODUCTION / ART DIRECTION / STYLING / LOOKBOOK / SHOWROOM MERCHANDISING / SALES DOCUMENTS / MANUFACTURING PLACEMENT / WEB AND SOCIAL MEDIA DEVELOPMENT

“I believe there’s a subtle symbiosis within modern sensuality — a dance between our intellect, physicality, gender and soul.” This became the philosophy of aimée, channelled through all touch points of the brand from product to presentation.

When it came to shooting the first aimée collection, I wanted to build a long term relationship with a photographer whose beliefs were aligned artistically, politically and sexually. The casting of the model was as much a casting of personality as an observation of her physical attributes. The art direction was designed to shift our focus from model to product by using props more commonly associated with an art gallery or a mansion in LA: plinths, translucent screens, concrete floors. Like a piece of art suspended in a white space, the mind is nudged towards a deeper appreciation of the intricacy of the design as well the role that design can play in the story of our lives.