Imaara:
Period & Leak-Proof Underwear
Imaara are the fearless innovators of period and leak-proof underwear. The aim of this brand is to provide the best quality, functional women’s clothing, combined with beautiful design and amazing comfort. A passion for sustainability and high-end feminine aesthetic has led the founders to launch a truly unique brand and product. Designed to empower every woman with their performance, leak-proof underwear, the Imaara collection does not only perform, but also looks stylish and feminine at the same time. Imaara’s name was inspired by the traditional Arabic name meaning ‘’to enliven’’. It signifies strength, bravery and power.
Luxury Lingerie Design, Build and Production with BodywearLab
We were approached by Imaara’s founders to help them build out their period underwear collection and develop maternity and nursing activewear products. With a specific target consumer in mind, we got to work designing garments that were multifunctional, comfortable and beautiful. With adaptability in mind for the mum on the go, we crafted nursing bras that offered support, style and fabric that could be subtly slipped down for quick access for the baby. We also supported Imaara with a sweat free activewear range, including leggings, shorts and a sports bra with absorption panels to reduce sweat from the body leaking onto the garments.
The founders of Imaara are also passionate about sustainability therefore all the products we designed are made using VITA power, a sustainable techno fabric made from ECONYL regenerated nylon. This fabric is not only eco-friendly, but is perfect for changing bodies or when working out as the material boasts excellent recovery power and muscular compression aimed at decreasing the production of lactic acid, thus boosting a faster recovery of energy. It is also soft and pleasant on the skin, compact and breathable, and is also highly UV protective.
Branding, Marketing and PR with HYSCULPT
Imaara also came to the HYSCULPT team with support with their branding, incorporating their strong values and ethics into the identity of the brand. Passionate about the environment, supporting women throughout periods, pregnancy and beyond plus education led the team to creating an ultra-feminine aesthetic that encourages community and sisterhood. We started with a soft and stylish colour palette full of joyful pastel tones of pinks, yellows, greens, and purples that all feel youthful and upbeat. We also supported Imara with their logo and signifier creation. We used sans serif for the logo to keep it modern and fresh, using all capitals to evoke strength and included waved lines within the ‘A’s to represent the soft female form.
For the signifer we were inspired by the Mother goddess ‘Yoni’ within Hinduism, which harkens back to the founder’s roots. We incorporated imagery of the moon and curves to soften the signifier and stamp it as unabashedly female. We carried over these soft and feminine motifs to the social media feed, incorporating high-impact imagery, shareable memes and informative posts to give visitors a reason to actively engage with the brand. Finally, we helped Imaara with their e-comm photoshoot, organising the entire day including booking a studio, photographer and models, plus our team styled and storyboarded to ensure the day went out without a hitch.
Business Mentorship with London Contour Experts
As well as support with product development and brand marketing, Imaara also joined our mentorship programme. This was vital for the business to gain access to industry insider knowledge and expertise, focusing on the brand’s specific needs in terms of growing the business. We were able to offer a fully tailored mentorship experience for Imaara, focusing on manufacturing guidance as sustainability and ethical production was a key area of concern for the brand. We also created a top-down strategy which focuses on the brand’s overall goals for the growth of the business. Working collaboratively, we were able to strategically outline the goals of the brand and put measures in place to ensure these were met, with our consistent guidance along the way. Finally, we also supported Imaara with their budgeting, crafting technical strategies around finances and ensuring we kept on top of this as the brand evolved.
