NEW LAUNCH: Ethical lingerie brand AmaElla

AmaElla Lingerie by Simon Wisbey

AmaElla, a new ethical lingerie brand based in Cambridge, has launched its debut collection following a successful crowdfunding campaign.

The label was founded in 2016 by Julie Kervadec, a former textile buyer with six years’ experience in the retail and fashion industry, and Lara San Gil, a Cambridge MBA graduate with a marketing background in fast-moving consumer goods and ecommerce.

Together, they dreamt of starting a business that would create a positive social and environment impact on the world, offering ethical and sustainable choices for today’s consumer.

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Left to right: Founders Lara San Gil and Julie Kervadec.

Left to right: Founders Lara San Gil and Julie Kervadec.

“From our combined knowledge of the fashion industry, we were shocked at the way companies exploited factory workers, suppliers and consumers.  We decided to create an ethical fashion brand where people and our planet are at the heart of what we do,” they explained.

In January 2016 AmaElla was accepted into Cambridge Social Ventures, part of the Centre for Social Innovation at Cambridge Judge Business School. The support of the incubator has been crucial for the initial development of the brand.

AmaElla chose a reward-based crowdfunded campaign to fund its first collection. It was run on UpEffect, a crowdfunding platform for conscious consumers.

AmaElla Lingerie 2016

Initially looking to raise £10,000, the two founders reached nearly 130% of their funding objective in 30 days.

Since then, AmaElla has launched its online store and small collection of seven pieces made in the UK and Portugal.

The collection includes lingerie and sleepwear styles made using GOTS (Global Organic Textile Standard) certified organic cotton. This means that all garments are free from toxic chemicals.

GOTS certified organic cotton maintains and replenishes soil fertility, helping farmers build healthier businesses.

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