LINGERIE / SERIES III
I first worked on lingerie as a new
design category during a consultancy with
Bordelle, West London in 2014. Shortly
after in 2016, my namesake label aimée
was launched with a focus on lingerie
and loungewear.

CREATIVE DIRECTION / BRAND DNA / SEASONAL RESEARCH / DESIGN DEVELOPMENT 2D & 3D / SOURCING / FABRICATION / 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 felt a huge connection to lingerie. Aesthetically, I can explore seduction through graphic silhouette, opacity and translucency; expressing modern femininity through the relationship between material, fit, and constructed textiles. As a designer, I am even more fascinated by the ability to encode a collection with cultural and political beliefs. With lingerie, I have explored concepts of gender, sexual politics, intimacy and sexual liberation. I still feel very much at the start of this journey, but know it is one that will forever encapsulate both my imagination and beliefs.

When I launched aimée, I abandoned the concept of seasonal collections. 1 collection a year is all we need to hold and advance interest. This is ever clearer in light of sustainability conversations, addressing issues such as over consumption. The emphasis at aimée is on design, not the definition of fashion. This re-imagining of the status quo freed me as a designer from the ever increasing demands of seasons, publicity and industry expectations. It was liberating.

“There is a new movement in fashion, one that creates pieces that sit between Lingerie and Ready to Wear. aimée is pioneering that movement.”

Claudia Croft
How To Spend It
FINANCIAL TIMES

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