AmaElla, a new lingerie brand that champions ethical manufacturing, will launch via a crowdfunding campaign this month.
Founders Lara San Gil and Julie Kervadec hope to raise £10,000 to enable their first production run.
All styles will be manufactured in Europe using certified organic cotton.
Lara and Julie met whilst studying for a Masters in International Marketing and Communication in Madrid.
Collaborating on a L’Oréal brainstorming competition, and making it through as finalists, it became clear they shared a passion for ethical manufacturing.
“As consumers, we’re both very mindful of health, ethical and style concerns. We got talking about our frustration at being unable to find organic cotton lingerie that looked elegant. Whilst there are brands offering stylish non-synthetic clothing, none seemed to be developing stylish non-synthetic lingerie, the layer we wear closest to our skin,” said Julie.
“The issue is that synthetic materials, commonly used in lingerie, hold moisture close to the skin, increasing the likeliness of infection. More than 75% of women experience a yeast infection in their lifetime, with 1 in 20 having recurrent thrush. To avoid these problems, dermatologists and skincare experts recommend cotton to guarantee good skin perspiration and breathability, yet the organic cotton lingerie on the market lacked appeal to style conscious consumers,” Lara explained.
AmaElla, a wordplay meaning ‘she loves’, or ‘love her’ in Spanish, is offering a range of rewards to investors, including pre-ordering at discounted prices to ensure they receive their lingerie ahead of retailers.
As well as crowd-funders, the business partners are looking for brand ambassadors to help spread the word about ethical fashion via social media.