While the battle for body positivity has long been raging in the lingerie stores of western shopping centres, the start-up Irma is challenging “perfect body” expectations in Russia with an inclusive range of models and a hands-off approach to Photoshop. “In Russia, the image of women is stereotypical and super skinny, so brands do not usually cater to larger women,” Irma’s co-founder, who wishes to remain anonymous, tells SLEEK. Their oversight has been Irma’s gain as the brand has found success with women that fall outside of the country’s strict body standards.
Building on their first collection of ‘80s inspired power-basics in black, white and red cotton, Irma’s second collection — which is out today — has a sultrier feel in beige and plum mesh. It includes a selection of bodysuits, garter belts and underwear skirts, as well as their signature high-rise cuts and wireless bras. Part of their strategy to flatter more bodies is to steer clear of styles — like ultra-low hipster cuts — which create an elongated torso. “We think most of low-rise fits don’t really compliment the body, ruining its proportions,” explains Irma’s co-founder.
The brand tapped Ukrainian photographers Genia Volkov and Kristina Podobed (who are both members of the Kiev-based collective, Join the Cool) to shoot their latest campaign against an dreamy outdoor backdrop of the Black Sea’s port city, Odessa. The model cavorts against a purple-hued, twilight sea and sky, creating a mysterious backdrop for what is a simple and fuss-free collection. Not only is Irma championing form-flattering designs, but the brand’s approach to Photoshop and editing is also radically different to that of their peers. For their last campaign, Irma edited out small imperfections, like acne, but for this one, the photographers pushed the team to completely abandon retouching altogether, resulting in refreshingly natural imagery. “It doesn’t make sense to change women’s measurements or the colour of their skin in 2018,” Irma’s co-founder says. “The body is a sculpture. Its lines are already sexy. Our goal is to embrace those lines.”
Images courtesy of Irma, photography by Genia Volkov and Kristina Podobed.
The collection goes live today November 15th, and can be ordered online or through Irma’s Instagram.
All images courtesy of Irma, photography by Genia Volkov and Kristina Podobed.
Model: Darina Shestakova
Makeup and hair stylist: Maria Chuchkalova