Anonymous Moscow brand Irma: Basic underwear for all
IN RUBRIC "NEW MARK" we present young designers and tell them where and why they should buy their things.
Finding the right lingerie in Russia is another test; especially difficult for girls with big breasts. As acknowledged by the founders of the young brand Irma, they were pushed to create a brand by the state of the laundry market: "The brands that represent the so-called cozy segment are few. However, the demand for comfortable, casual and complimentary underwear is obvious." Irma starts with the XS-XL dimensional grid: "This is not news in the context of the global trend, but a step across Russia. They checked: most brands offer M as the maximum, and girls with forms go for their sizes in basements."
As the creators say, Irma is about comfort, quality and elegance; no elaborate details, uncomfortable straps or synthetic lace in their rulers are not found. While Irma can buy basic models that girls plan to release constantly. In parallel with the main assortment there will be mini-collections - for example, from the grid. All materials are ordered from East European warehouses, and the designer and production are based in Kiev. There are two people in the permanent team: the first is responsible for collections and production, and the second is for sales and promotion.
Pricing is a key issue for the brand: "We wanted to make the brand accessible to a wide range of girls. However, we must understand that our production volume differs from the mass market - and the quality of the product is higher." So, the sconce will cost 2300 rubles, the top is 1900 rubles, and the pants are 1000-1300 rubles, and if you take a set, then each of the items will be slightly cheaper. At the start, things will be available exclusively through instagram irma.is.here. Over time, entrepreneurs are planning to launch an online store. In the first lookbook of the brand you can see models with different builds, and in the promotion you can see a girl dancing at the pylon. The creators explain this move as follows: "We wanted to do something radically different, so we decided to show the basic capsule on the dancer, who seemed to have no relation to the base. The main task of the video is to show the beauty of the dance."
Photo: Irma
Video: ELLI MOSCOW
