IMAIMA is a fresh and ambitious women’s clothing brand with a twist- blending Berlin’s artistic flavours with the rich cultural heritage of Jaipur. Let’s find out more from founder and director, Bahhareh Karimi- a woman who has taken the local Jaipurian artisan industry by storm.
When and where did you first begin?
IMAIMA was incepted in 2017, in Jaipur, with a friend Sajal. We completed our Textile Design course together from UAL (University of the Arts London) and decided to start our own fashion brand. I travelled to Jaipur and stayed there for 4 months to learn about the local crafts, fabrics, and materials. After the research, we wanted to find a suitable factory where we could ethically produce the garments. We ended up building a little production in Jaipur with two tailors, one pattern maker, and two embroiderers. Since 2018, I've been working alone on IMAIMA.
Where does your design inspiration come from?
The rich culture of Jaipur and Berlin. Our designs are a fusion of traditional Iranian and Indian culture with Berlin's street art.
Describe your brand in 3 words.
Contemporary, crafty, and culture-driven.
What is the most difficult aspect of running your own label?
It's a one woman army and you have to do everything from the creatives to the finances, which can get a bit challenging.
Which part of the creative process do you enjoy most, and least?
I love designing, embroidery, and working with the artisans. The least creative part which is the office work can sometimes be a bit monotonous.
Do you have a mentor?
How long did your latest collection take to create?
It took about a year, including fabric research, sampling, and production.
What are your future plans?
To innovate with designs in an ethical manner and make more people aware of the work I do. I'd also love to see IMAIMA in more creative and sustainable fashion lounges and pop-ups.
Which pieces do you think everyone should have in their wardrobe?
Hand-embroidered garments are a must-have! The intricate and unique designs are worthy of adorning and keeping as collections!
What attracted you to The Clothing Lounge?
They’re an exclusive and rich platform to present our creations to the world.