Mar 24, 2014 5:28PM

Mood Boards: Aimee-Cherie

Intimates for the angsty and lusting.
Aimee-Cherie Intimates is the emerging Perth-based label gaining a rep for their pretty meets rock n' roll bralette designs and their latest collection campaign makes it easy to see why. They've got that 90s, carefree but feminine look down and their inspiration board is all kinds of sexy. We got talking to designer Aimee-Cherie Kendall about her muses and the Kim Wainscoat-fronted new collection.
 
Jerico Mandybur: What is this collection about and what are its inspirations?
Aimee-Cherie Kendall: It's a reflection of the natural progression of the label and a small answer to what young ladies like myself want to have in their lingerie drawer. It's a small beginning, almost a preview of what other pieces are to come. Parts to it have a nonchalant feel and other parts scream for more attention. I always come back again and again to Abbey Lee Kershaw shot by Hedi Slimane and the contrasting imagery of Helena Christensen shot by Guy Aroch. I think the photographs have a bit of attitude and sense of what we'd want to feel rolling around in our lingerie. One girl is so vulnerable and seems like her heart is out on the table for the world to take, and the other so confident and playful about who she is. Somewhere in the middle of that mix is what Aimee-Cherie Intimates is about. 
 
 
Can you talk about the design process that you undertook for the range?
I generally just design and develop each piece when it feels right too. I don't normally sit down and design a whole collection from scratch in one go. One piece will normally lead to another, and it'll be mine or my friends current wardrobes that inspire something else to be added to the collection. 
 
What can you tell us about your mood board?
The mood board probably best sums up the feeling and attitude of the Aimee-Cherie Intimates girl. A little bit of angst and lust, a playful yet care-free look to her life. It has some favourite muses like Abbey Lee, Kate Moss and that one time when Guy Aroch shot Helena Christensen. 
 
 
Could you list the overarching references that you were interested in when designing this collection?
Music references were some of my favourites, from Nirvana and Red Hot Chilli Peppers, to Fleetwood Mac and Rod Rodriguez. My Instagram and Tumblr page are always on refresh, and I usually can't get enough of seeing what new favourite photographers, bloggers and just generally the world is getting up too. Nothing was limited while designing this collection, but it was certainly a reflection of myself. 
 
 
What's your sense of how your inspiration and ideas are understood by others?
Hopefully what inspires me translates to others through the collection. I'd hope it is something that others can see, pick up, put on, and feel just like themselves in. I want the Aimee-Cherie Intimates label to be a lingerie line that is approachable and something you could always see yourself in too. 
 
Is there a muse, era or medium that you find yourself frequently channeling?
That 90s girl that doesn't really give a damn — she's beautiful but dorky, has good taste in music and dresses well but cool. 
 
 
If this mood board was a sentence or quote, what would it say?
"She's mad but she's magic. There's no lie in her fire." - Charles Bukowski
 
What about a song?
'Heaven' by Rolling Stones. 
 
 
 
Photos: Greg Lewis