A very short introduction of our latest design. Our wrap suit. Soon also available in pitch black. VIPs can pre-order, click the images for more information
what it means to me
You will have heard about slow fashion by now I'm sure. The fashion world is buzzing about it. But what it means to me says a lot about my designs and how I approach life in general. I have always had a love-hate relationship with fashion. From the early days on when I worked in retail and saw how narrow-minded the fashion world can be, I did not recognize myself. I didn't like how the whole world seemed to evolve around the next collections coming out. As if nothing else mattered or was important. As if my favourite garment from last year suddenly had to be thrown out just because it didn't match the latest trend. At that stage in my life I decided it was not for me, and I quit fashion all together.
But fashion found me again in a later stage in my life. When I realized I could do it my way. In stead of designing new collections replacing previous ones I design pieces that ad something to previous ones. It is how I have a relationship with my own wardrobe as well. I have a little black jacket that I bought more than 15 years ago. The lining it falling apart and I will have it mended so I can cherish it for a few more years. I pair it with something new and ad another piece that I'm fond off creating a whole new look with both old and new pieces.
This is how I want my own designs to be cherished as well. From the limited editions to Aimmea | Basics. I want you to love them as much as I loved designing them.
Slow fashion to me is not your typical fashion trend. Slow fashion means staying true to yourself, expressing yourself through fashion. Finding a piece of clothing that you love not because the fashion magazines tell you you should love it. Being confident about what your style is and not caring about what people think. It is about being proud to not look like everybody else. By not blending in he crowd but rather stand out.
This is what I wish for Aimmea to be.
As always, thank you for reading! I so very much appreciate it.
As of now!
I am so excited to write this blog post!! We did it! All these months of hard work and now the time is finally here. When you order before 2pm, we ship the same day from Amsterdam! The product description of each item in our shop mentions where it will ship from. Depending on your location you will receive your order the next day or the day after.
This also means that we now offer free shipping, not only in The Netherlands and Belgium as before, but shipping is free for all European Union countries.
Even more good news
To celebrate this milestone we have decided that our VIP's also pay less for our Aimmea | Basics designs. We already spoiled our VIP's with 25% off for Limited Editions. Now we also offer 10% off the original price for all our basics.
VIP's not only pay less, you also get priority and get to see previews of limited editions. Sign up with your email address, we don't spam. We hate it just as much as you do. If you are not into monthly Newsletter simply follow our VIP account on Instagram.
We are working on some new designs to come later this year. Watch this space!
As always, thank you for reading, I appreciate it more then you know!
I had planned a big shoot for June weeks ahead, we needed to cover 30 looks on 3 different models in one day. And on top of that we wanted to shoot some creative shots with a smoke machine in the garden. But we ran out of time... Surprise surprise!
But Janice rocked it that day and nailed every single shot! Rene, my friend and hair- and makeup artist at Ultimate Glamour, who now also models for Aimmea brought his amazing personality to the shoot and made it work like a pro. He became a model for us a few weeks ago when a model didn't turn up for a test shoot and he turned out to be rocking it in front of the camera.
Anyways, these lovely days shooting with Chris, Daniel (Lionwolf) and Rene make me realize that I have such a close team of creative geniuses and warm hearted good people around me that I sometimes forget it can also be very different. It also means we have been very lucky with so many nice and utter professional models who wanted to work for Aimmea. I am so grateful... you all know exactly who you are!
Because we ran out of time on June 6 we came together again this week to nail the last few looks for Aimmea's lookbook. Daniel and Chris arranged a friend of theirs, lovely plus size model, to model for us and Rene brought his fabulous self again that day too. I can't wait to see the end result of those fab shots!
I have added a few behind the scenes images I took during both days. Hope you like them!
I will be adding the retouhes to the online store as soon as I receive them. A few are up online already!
Thank you for reading!
Daniel working his magic in the garden
Art director gone landscaper?
I am known for my sneaky #BTS ;)
Some nice tunes are essential!
to see this result!!
Shipping from Amsterdam
Since the beginning of this year demand for Aimmea is growing steadily, especially in our home country The Netherlands. This made us decide to start shipping from Amsterdam. It is the logical thing to do as it will make ordering from us online even easier and quicker in The Netherlands.
My sister in Purmerend will handle all online orders and ship them personally. This means that when you place an order before 2pm on a working day, she will ship the item the same day. As before, if you have any questions you can contact me personally via my email address.
As always, shipping in The Netherlands (and Belgium) will be free of charge.
We are doing another big photoshoot for our online shop in the first week of June. A few unique designs made from a textile print made by Lionwolf are amongst them. We are also introducing a few brand new designs that, if I may say so myself, are pretty damn cool.
More soon! Thanks for reading!!
In the mean time, why not sign up to become a VIP and get discounts and priority on Limited Editions
We will receive new stock next week, some new prints are coming and some of our Aimmea | Basics designs will be re-stocked in our online store.
If you were waiting for our black or white kimono's (both long and short) be quick to pre-order them now as we have pre-orders already.
I will have some more news soon! Thanks for reading and if you like, please share!
Owner & Designer Aimmea
With a warm and happy heart I write this post because Aimmea is now available in a second store in The Netherlands. We were welcomed in February in Amsterdam at The New Label Project and since today selected designs are also available at Lady Africa in The Hague. Thanks to my Uncle who visited The Hague last month, a huge thank you to him and my sister!
Besides the designs that are already available in-store, we are expecting more stock to arrive mid May. Those designs are produced especially for TNLP and Lady Africa and wont even be available in our online store!
Amongst those designs to arrive in May are some pure silk print kimono's and unique cotton print trench coats.
You can find more information about where to buy Aimmea here
As always, thank you for reading!! Feel free to share ;)
We have received a stunning (!!) new fabric design made by our friends from Lionwolf Creative Services. This design will be printed on a soft natural fabric in April and we wanted to give our VIP's the opportunity to pre-order (without paying up front).
Since these fabric designs will only be printed in low quantities our VIP's get priority and they might sell out before they reach our public online store. Become a VIP by signing up for our newsletter, you will see the new textile designs and you will be able to pre-order. Our VIP's always pay 25% less for our limited editions.
Not into newsletters? We also share them on our VIP Instagram page
Let me know if you are interested in pre-ordering any of the below designs by emailing me directly email@example.com
Thanks for reading!
I must admit I was a bit nervous on the day of the shoot because the new designs are unlike anything I have ever done before! But with the great eye of photographer Daniel David and the impeccable styling and art direction of Chris Botha I saw the clothes come to life and the nerves were quickly replaced by excitement and utter happiness!!
I think I will order a re-print of the fabric end of April together with a brand new design made by Lionwolf (oh boy if you only knew what's coming !!) Re-print or not, our limited editions remain guaranteed limited edition!
Did you know that when you purchase a limited edition from us you get a little card that mentions which number you have? It's part of our promise to you that when you buy a SeZáre it is for sure a one-of-a-kind, unique garment.
We are sharing the new designs first through our newsletter (and on instagram) with our VIP's who get to shop them online before anybody else even sees them. And on top of that, our VIP's pay 25% less. If there is any stock left, the new designs will be added to our public online store
A new print made by the same designer as our snake print is among the new designs!
Edit: Since we have shared some of the new Limited Editions already with our VIP's I can share those here now too ;)
A new CMT
End of last year we decided to change the way of our production and look for a Cut, Make, Trim (CMT) company to manufacture our limited editions. Although the independent tailors we worked with for almost two years delivered top notch quality, it just wasn't feasible any more for me to drive back and forth between the different tailors, fabric suppliers and my work space.
Our tailors also expressed their desire for something new so we parted our ways and I started looking for a CMT. Within a week (!!) I found someone who had been in the industry for over 20 years and eager to get his hands on my designs.
You will find the quality of the clothes to be as perfect as always, and just as beautiful on the inside as on the outside! As you might know we have a VIP program (previously called members program) which allows you to see our new limited edition designs before anyone else (and you pay 25% when shopping online). Interested? You can become a VIP by following Aimmea_Privee on Instagram or Twitter or signup for our newsletter.
The New Label Project
Fast forward to today where I had a meeting with the CMT to look at the second batch of samples. I am starting to seriously fall in love with the calico fabric that we are using! It's seriously stunning!
Now that the samples are screened, production will start straight away to make sure we keep the deadline of March 6. Then, when everything is ready, we will be shooting with Lionwolf again shortly after (I can't wait!!).
But most importantly, as of this week, a few selected designs, are also available in store in Amsterdam! (I'm so excited I can hardly contain myself!!)
It all started during my last visit to Amsterdam in November, I came across this concept store at the Rozengracht 75 that sells unique handmade goods from designers from all around the World. It is called The New Label Project and I hope that when you find yourself in Amsterdam you will pop in and have a look at all the amazing designs they sell, from clothing to jewellery and beyond.
Only selected designs will be available at TNLP so if you are interested in a particular Aimmea design you can email me first to make sure they have stock.
We are still looking for a few more stores that are willing to stock our limited editions around Europe so please don't hesitate to send me an email if you know a cute store or own one!
Thank you for reading! I appreciate it soo much! And if you like, please share!
2016 is coming to an end and it made me think about how amazing this year was for us. I want to share a little overview with you and I will end with some news about what we are working on for 2017.
2016 started out with a great photo shoot at Adrian Abrahams Studio in Johannesburg in February.
Jite Okotie and Shané Davids were modeling our first ever winter collection while Adrian worked the camera. Rene Ferreira who does most of our hair and makeup was there too creating amazing looks for the models. Although it was a very successful shoot and I loved all the images that Adrian produced, I wanted a different angle for Aimmea.
While trying out a few things we ended up working with Chris and Daniel from Lionwolf - Visual Arts Production in June. It was the start of a great working relationship for the rest of the year producing many amazing catalogue and editorial images.
With Lionwolf bringing our brand to another level we received a lot of social media attention. This helped us find a few boutiques in Europe who will be featuring our designs next year, and one particular one already as of February! I can't wait to share more information but we are still working on the details so check back with us soon to find out where you can buy Aimmea in store in Europe soon.
And then there were the new prints off course. I am so excited about this! I have wanted to do our own prints for so long. I love monochrome fashion but I also love to add some prints here and there.
Working together with the textile designers creating unique prints for our limited editions is so much fun and it ads so much to the limited edition part of Aimmea. You will not find these prints anywhere else and they are made in low quantities, guaranteed.
Below you see the first print created especially for Aimmea by Tina Cloete. Next year we will be printing another one of her designs as well as digital art work created by Lionwolf. I can't wait to show you.
We have also teamed up with another independent textile designer dying her own fabric coming early next year as well.
The new year brings so many new opportunities and great people towards me that I feel overwhelmed and grateful. I hope that we will be working together with everybody for a long time to come.
Thank you so much for reading! Happy New year and I wish all your wildest dreams may come to be true in 2017!
Check back soon! Maria
And we have changed the currency of our store from USD to EURO
Our website runs on the Squarespace platform and we are very pleased they just made checkout with Paypal possible. Paypal is the easiest and safest way to pay online and you don't need to fill in your credit card and address details every time when checking out.
Because Paypal is now available we changed the currency of our site as well. This change from Dollar to Euro will not affect your shopping experience what so ever. You credit card or Paypal will be automatically converted into your currency.
We have adjusted the prices of the clothes in our online store to reflect the new currency, the difference between the dollar and the euro is minimal at the moment and some items were not changed because of a new production facility we are implementing and because of fabric cost fluctuation. However, if you had your eye on one of our designs and you feel the price change affected it unfairly please let us know.
We hope this change will make your shopping experience even better!
Thank you for reading,
While I was away looking for a few specific boutiques in my hometown Amsterdam to stock some of our designs, the photographers finished the images from our October shoot. There has been a time where I became nervous about this process, but since we have teamed up with Daniel Webber and Chris Holty from Lionwolf Art Direction & Photography this is just a lot of fun and excitement all together.
I am very hopeful and keeping my fingers crossed that Aimmea will be available in Amsterdam soon. It's not an easy process because we want to be exclusive and stay away from mainstream fashion stores. Luckily Amsterdam has a few boutiques that match our philosophy brilliantly and with some luck we will make it work. If you are reading this and know of a special boutique or you are the buyer or owner and you are interested, please contact us! Next year we will try our luck in other countries in Europe.
There are more to come but our members see them first!
Thank you for reading!
PS: You can become a member for free here, don't worry about spam, we don't!
This month has been phenomenal! Last week we had another great shoot with the team (although sadly enough, our friend and makeup artist Rene Ferreira could not be there) But nonetheless, I think it's our best work yet! I am ecstatic about how things are going lately and I feel a change is around the corner! I will be sharing new designs soon! (And remember, members see them first, pay 25% less and get priority) I will send out a newsletter to our members with the new designs mid November.
We also had fantastic news via Vogue Italia who chose 3 images from Lionwolf Art Direction and Photography to feature on their Photo Vogue best off pages. This is not an easy thing to achieve and I want to congratulate both Daniel David and Chris Hölty Gotha with this amazing accomplishment.
Without revealing too much about new designs, below a few behind the scenes images made by our friend and artist Hanne Kjaer
Thank you for reading everybody!
PS: Please share!
We had a little delay but they are here!
We did two photo shoots in September and both of them went extremely well. Not just because of the fantastic models involved but also because of great team work.
It has been a long term wish of mine to have such a team of creatives around me to help get the looks out that I envision for Aimmea. And that time has arrived! I am beyond excited! Thank you Daniel and Chris from Lionwolf I love the images you guys produced! And you Rene are always amazing working your magic with hair and makeup. And Janice and Logan, you just rock!
Since our members always see new designs first they have already been sent the images last week. If you would like to see new designs first as well (and buy them for 25% less) you can sign up with your email address here. Don't worry about spam, we don't!
Ever since we launched in South Africa last year, slowly but surely, our group of members has grown bigger and bigger.
To show how grateful and appreciative we are, we have decided to change a few things.
1. More discount for members
Members used to get 10% off, but as of today all members get 25% off the original price when buying from our online store. The original discount code you received will be valid for you upon checkout. If you have lost your code simply request one here.
To become a member you simply sign up with your email here. You will get your login/discount code instantly. You can login here to see new designs before anybody else. And we send out a monthly newsletter informing you about news and new designs added to the site.
2. Even more Limited Editions
Aimmea is all about staying true to yourself and celebrating the uniqueness of being you. Staying away from today's mass production and fast fashion all together. Our client base knows that and to ensure this we have further downgraded the quantities that we make per each limited edition. We also added a category 'Last chance - buy now or cry later' to the site. This is where you get the last chance to get your hands on a specific original limited edition from Aimmea.
We have had countless requests for private viewings and fittings of our designs. And we have now made it possible to do so in my residence in Sandton accompanied with a glass of bubbly.
We do not do custom designing but it is possible to request adjustments to my designs. A custom sleeve length or changes to the neckline, ad or remove pockets you name it. This can now be done via a private booking with me, the designer of Aimmea. If you are interested please drop me an email via privée@aimmea.com.
Follow @Aimmea_VIP on instagram
We hope you will like the changes we made and wish you happy discount shopping as of today!
At the end of the month we are doing another photoshoot so keep an eye out for new designs coming soon!
Thank you for reading! You can share this post below, I'd appreciate it!
It has already been two weeks since the photoshoot with Lionwolf and it is getting increasingly difficult not to share anything on social media! The team behind the new shoot was fantastic! We are so excited about the new designs and the art direction done! But luckily, for them and me, our members get to see a #sneakpeek before anybody else! Checkout our new Instagram for members and private clients here.
Not yet a member? You can sign up here. Don't worry about spam, we don't.
I love Johannesburg weather where this time of year the evenings are getting cooler while during the day you can still enjoy the warmth of the sun. Where the days are filled with stunning blue skies and whiter then white clouds.
Soon things will change and the nights will make way for colder temperatures that make you want to stay inside and hide underneath a pile of blankets. Call me crazy but I am actually looking forward to the colder weather. Don't get me wrong, I adore summer! But I also love the seasons changing so I can light the fireplace and wear my beloved boots and winter scarfs!
And while I am planning my favorite winter outfits to wear I am also designing for summer. Fashion is weird like that.
I can't say much yet about the designs themselves but I can reveal the team who is going to visualize them. We have found an amazing photography team for our next editorial whom we are very excited to work with. Back when we were still in Maputo we started doing research about people to work with in South Africa. And Lionwolf was the first we came across online. That we are going to work together now is just awesome! Have a look at their page and you'll see what I mean.
This all means that while our current collection is getting amazing response, the next one is being worked hard on and I can tell you. It is going to be fantastic!!
Members pay 25% less until March 30!
We wanted to do something special for you, our loyal members, and decided what better then give an additional discount on our latest collection! Your member promo code will get you a 25% discount in stead of the usual 10% until March 30. And until stocks last.
Forgot you member promo code? Request a new one here
Buying online from Aimmea is safe and secure with your credit card through Stripe.com. We ship within 2 to 4 days after receiving your payment and all orders come with free shipping in South Africa!
Did you know you can also order custom sizes? Read more about the options here
Wow, just wow!
The response we are getting for our #AW16 collection is overwhelming! On both social media and my inbox people are ecstatic about our monochromatic look. A look captured by the amazing Adrian Abrahams (www.adrianabrahams.com). We have never done a shoot before where the images were captured so quickly and where the end result is so stunning!
For our online store we are doing a catalogue shoot next week with Elijah Semosa (www.seventwocreative.com) It has always been our goal to do a shoot with 'real girls'. With which we mean normal girls like you and me. it is awesome to see professional models like Jite Okotie and Shané Davids wear our clothes and bring them to life in front of the camera. Nothing bad to say about models! But not everyone looks as stunning as they do.
Not everyone is tall or thin or has a face that could easily be found on the cover of Vogue magazine. But that does not mean you can not also look stunning and feel fabulous wearing Aimmea. Looking like a fashion model does not automatically make you feel awesome about yourself. It helps! I'm sure! But being happy with yourself and wearing pretty clothes does make you feel awesome about who you are! And that is what we are going to show, by doing a shoot with real girls. We love all girls with any size!
So if you like the idea please check back in about two weeks time and see how we transform our online store with natural beauties! Beauties like you and me!