Laamuse, the Spanish sustainable lingerie firm that claims diversity through the energy of color

La Muse s'Amuse (the muse has fun) was what Daniela Villarrubia thought when baptizing her personal project: Laamuse. They say that the name does the thing and, in this case, it is so because the firm was born this summer, in the midst of a pandemic, with a very clear purpose: to embrace beauty, aesthetics and femininity through a casual clothing brand. cotton lining in vivid and bright colors, able to lift the spirits from within.

The latter plays a leading role in all Laamuse designs, becoming the firm's hallmark. Color has its own meaning, it influences the different feelings of people and its combination is not accidental. The light, the tone, the liveliness, the nuances... connect with moods and influence on a psychological level.

Aware of this power, the brand encourages fun through color because, beyond design, its aim is to reinforce feelings of security, self-esteem, optimism and confidence by dressing from within and promoting a dynamic and vital lifestyle for women who They wear their clothes.

For this reason, color defines the essence of Laamuse. Oblivious to industry trends, the Barcelona firm introduces radiant colors that imprint strength, character and vitality not because they are fashionable, but because they are part of its identity as a brand.

From this interest in chromotherapy (the relationship between colors and feelings), Laamuse has launched a first collection of intimate apparel based on five colors with their own names and meanings to adapt to the personality of the woman who wears them.

Astrid Yellow: A mimosa yellow that conveys fun, friendliness, and optimism. Ideal for tanned skin to highlight all its splendor. Rita Red: a red with salmon nuances that denotes strength and character. A passionate color that reinforces confidence and self-esteem. Florence Green: a spring green that connects with the earth and is associated with freshness, cheerfulness and hope. Brenda Blue: a cobalt blue that stands out for her daring and connects with the calm and serenity of a cloudless sunny day. Nina Black: the eternal black synonymous with timeless elegance and power for a confident woman.

Comfort is another of the fundamental pillars of the firm, with lingerie made exclusively in cotton with a BCI (Better Cotton Initiative) Certificate. In this context, we also do not find rings, cups or regulating mechanisms that constrict the body, facilitating that sensation of freedom, lightness and movement that women seek in daily intimate clothing.

Laamuse is characterized by minimalist silhouettes from the 90s brought to the present day in contemporary pieces with refined lines, among which we can find tops, briefs and bodies that can be combined with each other.

Currently, the firm sells two models of bralettes, three types of briefs (standard briefs, high-leg briefs and culottes) and two full-piece bodies. All garments are available in six sizes: XS, S, M, L, XL and 2XL, embracing the diversity of bodies. This commitment to inclusion is not only in the variety of sizes, but also in the images of the campaign, where we find models of all sizes, ethnicities and ages.

This firm is ready to shake up the lingerie scene with its new bet based on the beauty of the female body, sensuality and comfort, and all of this through color. An injection of optimism in a fresh and carefree brand that claims the will to live.

As a fashion project, Laamuse was born in Barcelona at the hands of Daniela and Daniel, who devised an ethical, local and sustainable brand, produced entirely in Spain. The firm creates handmade garments in local factories in El Maresme, using carefully selected materials that seek a maximum balance between quality and sustainability.

As a project that emerged in the 20s of the 21st century, the firm is a digital native and only sells lingerie through its recently launched website where it houses the online store.