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LAST WEEK I MET: AIMEE CHERIE

  • interview Katja Horvat
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    Katja Horvat

    Editor

    Katja Horvat, editor, writer, stylist and mom’s little angel. She is Based in Ljubljana/Slovenia, where she bosses around as Editor-in-Chief of Cirkus Magazine. Her work has been published in Monster Children, Pop Magazine, Metal Magazine…. She is one of those girls who like skinny tattooed boys that skateboard, she really likes Dash Snow and she loves candy. Her forte: interviews! Her styling’s: less is more!

    More from Katja Horvat

Piece of Me

Aquarian, 23 years old, living in Perth, Australia, owner of Aimee Cherie Intimates, sexy lingerie for girls just like herself…

Aimee Kendall started her brand Aimee Cherie Intimates in her garage. With the help of two friend she converted the garage into a work studio. I asked Aimee to describe herself, one of the things that I got out of her was the fact that she is a terrible driver, she once crashed into a church, on a Sunday morning. Way to say hello to God.

Aimee Cherie Intimates is one of those brands that just took off with a little help of social media, she is now busier than ever. So before she becomes like super famous, we decided we want to talk to her…

HEY AIMEE, HOW ARE YOU? WHAT HAVE YOU BEEN UP TO LATELY?
Hello! Lately I’ve been busy getting through the Christmas/New Year season. It falls over Summer over here in Australia, It doubles up as our busiest time of year! Other then that most spare time has been with my new puppy, Peaches! She keeps finding her way into the studio and the lace buckets!

CAN YOU TELL ME MORE ABOUT THE BRAND ITSELF?
Yup! It’s a brand I accidentally started a few years ago, but only really took off in the last year when we launched our e-commerce. Before that I was just selling a bralette here and there through our Facebook page. At some stage the Instagram page really took, and started getting a really good following- that’s been the biggest help in keeping the product out there!

It’s a lingerie brand for girls like myself ideally. I don’t ever create something I wouldn’t wear myself. So it’s all just pretty, lustful pieces that are comfortable. They have a cool kinda vibe, aren’t super flashy, and like I said before, most of all it’s all easy to wear but still looks nice!

DID YOU START AS YOU WANTED TO MAKE SOME LINGERIE FOR YOURSELF OR WHAT WAS THE DRIVE?
Exactly, like I said before it all kind of happened accidentally. After graduating from a fashion college I knew I still wanted to work in the industry but never sure where. I definitely never thought I’d own my own business this early on.

It’s actually one of the things I said I wouldn’t do haha! I always wanted to work for others first and learn from them, but I guess that wasn’t meant to be!

INSTAGRAM IS QUITE AN IMPORTANT PLATFORM IN YOUR WORK, WHAT DO YOU THINK WAS THE TRIGGER THAT GOT IT GOING?
I was lucky enough to have a few followers with really big number accounts that liked some of my snaps and it all rolled on from there. I would literally sit there and watch my account go out of control with new followers. Shortly after that the business side of things caught up too, which was a blessing for a new business owner!

YOUR LINGERIE IS SIMPLE BUT STILL SO DAMN HOT. WHAT IS THE AIMEE CHERIEE GIRL LIKE?
They are girls that are down to earth, have a good attitude to life and don’t take too many things too seriously. They are girls that will go out all night with a posse of eclectic friends. They spend Sundays rolling all over bed in AC bottoms and daggy tees.

WHAT’S YOUR DESIGNING PROCESS LIKE, FROM MOODBOARDS, TO INSPIRATION, TO MAKING IT HAPPEN?
There’s no real set design process. I constantly collect images of anything that inspires. Mostly on my tumblr blog. Pictures of buildings, of girls, of guys, of runways, of shoots, of messy hair, of elegant 50’s movie stars. All the things that are a bit AC Intimates.

And then whenever I feel it’s time to start making new pieces, I sample them from what I vision in my head. Pick out laces for the season and start the production from there.

YOU FIRST STARTED AIMEE CHERIE FROM A GARAGE IN YOUR HOUSE, HOW WAS THAT LIKE?
Hell. Haha, but also very rewarding in a way. When the good things started to happen it was kind of like wow and I did that all from a garage, imagine where it could go from there. I think starting from the top would’ve never got me going on a roll like this. It makes you work harder knowing there’s a way to go still but it’s achievable. Saying that I’m glad we’re out of the garage. A 40 degree Aus summer day is not fun in a tin shed!

WHAT WAS THE HARDEST THING WHEN YOU WERE STARTING YOUR OWN LABEL?
To be very honest, funding. Starting something like this cost a lot of money, and sometimes you have to give up opportunities simply because you can’t afford them! That goes for the way you sell your product, the way you make it, to the people you can or can’t afford to work with!

YOU ARE QUITE YOUNG, 23 YEARS OLD, AND YOU ALL HAVE IT GOING, DO YOU THINK THIS IS IT NOW, DESIGNING LINGERIE, OR YOU HAVE SOMETHING ELSE ALSO IN MIND?
Haha I have no idea, I haven’t got it all quite yet. There’s still a lot I want to do with AC Intimates before I even think of other projects!

OK AND NOW SOME FUN, YOU LOVE HOROSCOPES. AS AQUARIUS, CAN YOU TELL ME SOME SPECIFICS THAT ARE ACTUALLY ACCURATE ABOUT SIGNS…
Haha, I love horoscopes, clairvoyants and everything like that! I think I’m a true Aquarian in that I certainly need to be near the water or ocean, I’m a very driven person and can be quite head strong despite being a super emotional egg.

WHAT ARE SOME OTHER THINGS THAT YOU LIKE?
The beach! Coffees that have gone cold. The Graham Norton show. Bubblegum icecream. Jeff Buckley and Radiohead. Sleeping! And a good wine and cheese night.

AND NOT LONG AGO YOU GOT A DOG, PEACHES, AND YOUR BROTHER CALLS YOU APPLE… WHAT’S UP WITH THE FRUIT NAMES?
Haha I know, kind of weird hey! I always wanted a little white bulldog called Peaches, and my brother once called me apple, it’s a secret sibling nickname.

OK AND FOR THE END, YOU JUST END IT IN THE WAY YOU WANT IT…
So this is my favourite song at the moment; I thought I’d share. It’s been on repeat in the studio. I heard someone cover it the other day and remembered all over how much I use to love it. Plus mega babe Helena Christensen stars in it, and the song came out the year I was born.

Wicked Game by Chris Isaak…

Shop Aimee Cherie Intimates by clicking on the link! Happy shopping!

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