aimée

With aimée, I was not only expanding into a new product category; I was building a new brand from the ground up. As the collections evolved, I was able to bring years of wider fashion experience into that process — from working with specialist production teams and commercial directors to understanding how creative vision, technical development and business strategy need to operate together.

Moving from ready-to-wear into lingerie required a substantial period of creative and technical R&D. Lingerie is a highly complex product category: multiple elasticities, minute construction details and a tightly engineered architecture all have to work across a wide range of cup sizes and body shapes. Rather than seeing functionality as a creative restriction, I found that those constraints sharpened the design process — narrowing the field, focusing decisions and often producing more inventive outcomes.

I was determined to bring methodologies from my womenswear practice into intimate apparel. Styling experiments, muse-led development, collage and draping became tools for generating new silhouettes and details, allowing the collection to evolve from a fashion perspective rather than from lingerie convention alone. That cross-pollination became central to the identity of aimée.

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.