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While the battle for body positivity has long been raging in the lingerie stores of western shopping centres, the start-up Irma<\/a> is challenging \u201cperfect body\u201d expectations in Russia with an inclusive range of models and a hands-off approach to Photoshop. \u201cIn Russia, the image of women is stereotypical and super skinny, so brands do not usually cater to larger women,\u201d Irma’s co-founder, who wishes to remain anonymous, tells SLEEK. Their oversight has been Irma\u2019s gain as the brand has found success with women that fall outside of the country\u2019s strict body standards.<\/p>\n

Building on their first collection of \u201880s inspired power-basics in black, white and red cotton, Irma’s second collection \u2014 which is out today \u2014 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 \u2014 like ultra-low hipster cuts \u2014 which create an elongated torso. \u201cWe think most of low-rise fits don’t really compliment the body, ruining its proportions,\u201d explains Irma’s co-founder.<\/p>\n

The brand tapped Ukrainian photographers Genia Volkov<\/a> and Kristina Podobed<\/a> (who are both members of the Kiev-based collective, Join the Cool<\/a>) to shoot their latest campaign against an dreamy outdoor backdrop of the Black Sea\u2019s 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. \u201cIt doesn\u2019t make sense to change women\u2019s measurements or the colour of their skin in 2018,\u201d Irma’s co-founder says. \u201cThe body is a sculpture. Its lines are already sexy. Our goal is to embrace those lines.\u201d<\/p>\n"},{"acf_fc_layout":"gallery","gallery":[{"ID":71860,"id":71860,"title":"181001___6695 x 5444","filename":"181001___6695-x-5444.jpg","filesize":636441,"url":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2018\/11\/181001___6695-x-5444.jpg","link":"https:\/\/www.sleek-mag.com\/de\/article\/irma\/181001___6695-x-5444\/","alt":"","author":"1","description":"","caption":"","name":"181001___6695-x-5444","status":"inherit","uploaded_to":71776,"date":"2018-11-14 10:34:02","modified":"2018-11-14 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The collection goes live today November 15th, and can be ordered online or through Irma’s Instagram<\/a>.<\/em><\/p>\n

All images courtesy of Irma, photography by\u00a0Genia Volkov<\/a> and Kristina Podobed<\/a>.<\/p>\n

Model: Darina Shestakova<\/p>\n

Makeup and hair stylist: Maria Chuchkalova<\/p>\n"}]},"yoast_head":"\nThis body-positive lingerie line is challenging Russian stereotypes This body-positive lingerie line is challenging Russian stereotypes<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sleek-mag.com\/de\/article\/irma\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"This body-positive lingerie line is challenging Russian stereotypes This body-positive lingerie line is challenging Russian stereotypes\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.sleek-mag.com\/de\/article\/irma\/\" \/>\n<meta property=\"og:site_name\" content=\"Sleek Magazine\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/sleekmag\/\" \/>\n<meta property=\"article:published_time\" content=\"2018-11-15T09:48:17+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2018-11-15T10:43:19+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@sleekmag\" \/>\n<meta name=\"twitter:site\" content=\"@sleekmag\" \/>\n<meta name=\"twitter:label1\" content=\"Verfasst von\" \/>\n\t<meta name=\"twitter:data1\" content=\"sleek\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.sleek-mag.com\/#website\",\"url\":\"https:\/\/www.sleek-mag.com\/\",\"name\":\"Sleek Magazine\",\"description\":\"Sleek is Germany\u2019s leading independent media house\/brand for creativity and innovation located in Berlin the creative capital of the world. 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