Wednesday, June 06, 2018

BRAND SPOTLIGHT: IMAUVE

Thought out in detail for the contemporary woman, IMAUVE made its way into our lives by being as honest and uncomplicated as it can be, yet it still bears complexity in its edges and contours. 'The luxury of simplicity' could very well be the brand's motto, a journey into the modern lifestyle where design and comfort are everything.

Backstage | Brand Spotlight: Imauve
Birds of Paradise (c) IMAUVE

Founded and conceived by Inês de Oliveira, IMAUVE saw the light of day in 2016, a happy segue from her co-founding a company when she was just 17 years old and, later, taking a handful of short fashion courses at Central Saint Martins and the London College of Fashion. Her dream came true at a time when the 'made in Portugal' stamp was starting to appeal to people again, which is definitely something she values deeply. The selection of raw materials is the first step into this, with cotton, linen, viscose — only the silk is imported — being used to produce the lovely garments she's been introducing to the world for the last couple of years.

Backstage | Brand Spotlight: Imauve
Debut Collection (c) IMAUVE

IMAUVE's first collection was called 'Debut Collection', an utterly feminine, minimal, pragmatic in a sense line guided by dainty tones, like crimson, mauve, beige, salmon, and neutral ones, such as white and black, mixing up the materials as it goes to create perfect silhouettes. Inspired the Frank Stella, a visual artist renowned for his work in minimalism and post-painterly abstraction, this 'Debut Collection' came as breath of fresh air into Portugal's fashion scene with its lightness and that effortlessly chic we wall search for but never find. Well, here it is.

Backstage | Brand Spotlight: Imauve
Birds of Paradise (c) IMAUVE

The 'Lotus' collection came next, with a colour palette slightly changed only to satisfy winter's suggestive standards, yet with the same lightheartedness of fabrics and outlines, inspired by French icons like Caroline de Maigret and Clémence Poésy.

Backstage | Brand Spotlight: Imauve
Birds of Paradise (c) IMAUVE

But summertime is always brighter and more joyful, thus 'Birds of Paradise' came in all their glory and set to leave us breathless. This SS18 was inspired by Emir Kusturica's 'On the Milky Road', a war-themed romance shot in rural Bosnia, which led Inês to lean on apricot, olive, and golden yellow, sprinkled with details of lilac, midnight blue, and off-white. Fluid and see-through garments contrasting with straight, almost rugged lines make for this collection, using, once again, cotton, lyocell, cupro, and silk. The birds come in as handmade patterns printed on a number of pieces, symbolising 'mankind's never-ending search for completeness'.

Backstage | Soraia Martins

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