We recently met with Emma Iveson, founder of a new, inclusive and sustainable swimwear brand: Azula. Before her products are released end of October, we wanted to give you a taste of what Azula is all about.
Kissing unfashionable and wired bikinis goodbye!
“Azula emerged from a problem personal to me”, says Emma Iveson, founder of Azula Swimwear. When shopping for high-bust support swimwear, Emma was a victim of unfashionable, wired and padded bikinis. She also didn’t feel comfortable wearing a triangle bikini due to the lack of support and coverage they offered.
In 2013, whilst studying Contour Fashion at De Montfort University, she began to work on the concept. 5 years later, she is on the brink of globally launching Azula: inclusive, supportive, sustainable and fashionable bikinis!
The Azula mission: make women feel amazing through empowering and sustainable products
Azula is motivated by the belief that there is nothing more admirable than being exactly who you are. The brand strives to help all women feel empowered in their swimwear, to not put themselves down, to embrace their bodies and to unleash their inner warrior! As a result, Azula offers inclusive, non-wired supportive swimwear that looks as great as a triangle bikini, regardless of the cup size. No wires, no pain just absolute comfort.
As society becomes increasingly aware of Fashion’s environmental impact, Azula also wants women to feel even more amazing when wearing their products knowing their bikini is ethically sourced. The brand uses high-quality Italian fabrics created by recycling old, post-consumer plastic bottles and regenerated Econyl nylon. Furthermore, because their hand-created designs are printed digitally, they use less water than other printing routes.
“I have been brought up to appreciate the natural beauty that is the world, whether that be sitting on a sandy tranquil beach taking in the vast mystery that is the ocean, or watching the leaves turn beautiful tones of orange and red during autumn. I believe it is our responsibility to do as much as we can to protect our extraordinary nature”, says Emma.
Labels to elevate Azula’s message
Azula is simple yet effective but needed branding to elevate its underpinning message. Using sleek heat-seal care labels means they can share their recycled fibre content, British origin, and brand ethos. In addition, using heat transfers doesn’t require sewing and cutting out, allowing for an itch-free feel and contributing to Azula’s goal to provide comfortable swimwear.
Azula will launch end of October. In the meantime, stay up to date with Azula on Instagram @azulaswim
Written by Sabine Watson
Sabine is Global Brand Manager at ITL