World-renowned actress, model, feminist and fashion icon Emily Ratajkowski joined the ranks of female founders with the launch of her swimwear brand Inamorata. Em seeks to uplift and shine a light on the full range of feminine beauty.
Emrata’s Inamorata takes inspiration from retro 70s, 80s, and 90s era swimwear. With a spectrum of body-conscious pieces designed for the beach or a day in the city, Inamorata bleeds confidence and the importance of self-love.
The rest of this article will explore how Inamorta began, its success, and the future of the business with female founder Emrata at the helm.
Even before creating her fashion brand, Inamorata, Emily knew she had what it takes to run a business. Using her background in design and art, as well as years of experience collaborating with brands like The Kooples and Fyre, Emrata told Vogue she finally felt ready to go all in on her creations.
“I’ve been doing different things with different people, but to have complete control is really special and exciting.” Emily self-funds and operates the business making her one of the few women in a leadership position within the fashion world.
Industry reports in 2018 have found less than half of the top womenswear brands lack a female lead designer and that only 14% of major brands currently have a female executive.
Em argues that the confidence to make your own opportunities despite these obstacles for women in business is the key to change. Growing and expressing that confidence is the core of Inamorata.
Emily Ratajowski started her business in 2017, inspired by her beach-centric hometown of Encinitas, CA.
“You put on your swimsuit, and you immediately go get supplies for a day at the beach,” she says.
In her experience, people would spend half their days in their bathing suits. This 70s Malibu-like childhood influences both the collection and design of the pieces. With bold hues, striking patterns, and a retro high-cut silhouette, Ratajkowski's design intentionally calls attention to the waist.
“My waist, and for women in general, that is the thing that you want to accentuate the most,” she says. Em mastered this look by looking at the vintage models of the 70s, 80s, and 90s, turning to magazines like Sports Illustrated and Helmut Photographs.
Em says, “I was looking at an old Sports Illustrated from the ’70s, and there was a painted swimsuit on a model’s body, and it was just belted.”
This research led to an obsession with belts and proper bow embellishment in the Em rata business, as they do wonders for highlighting the figure.
Even though Inamorata’s focus lies in swimwear, you will find that many of the pieces (in particular, the one-pieces) are designed to work well in various settings. This versatility is because the brand's identity lies in the fact these bathing suits are not simply for the beach or pool but a particular way of life and mindset.
She says, “From my standpoint, from how we grew up, all different body types were beautiful. No one was questioning how naked they were. It was just all-natural, fun.”
Seeing various women of all ages, shapes, and sizes cooking, working, and living shaped her confidence and became her brand's backbone. The prices are also affordable so anyone can enjoy the design and direction of women entrepreneurs in fashion.
Success and Future of Emrata’s Business
Since its launch in 2017, Emrata’s Inamorata has seen some commercial success. Inamorata’s Instagram has grown to over 600K followers and counting. Launching with six breathtaking styles, the brand has spent the last six years garnering much support from celebrity and casual fans.
Big names like Kim Kardashian, Hailey Baldwin, Sofie Ritcher, and SZA have all been spotted wearing Ratajkowski's designs. With her powerful Instagram marketing and professionally shot campaigns, Emily continues to bring in new faces.
She also earned her and her brand a Fashion Entrepreneur of the Year award from Daily Front Row, a major win for female entrepreneurs everywhere.
Unfortunately, it hasn't been all rainbows and sunshine for Inamorata. In its debut year, Emily's brand was sent a cease-and-desist letter from fashion designer Lisa Marie Fernandez. Fernadez claimed two of Inamorata's tops were rip-offs of her own.
While there isn't US copyright protection for clothing, the European Union provides specific protection for imports and exports of apparel.
Despite slight legal issues, Emily has had no problems expanding her brand. Starting as a swimwear company, Inmorata's collection now covers lingerie, casual clothing, and shapewear with telling when the growth ends.
Inamorata is a famous fashion brand created by Emily Ratajkowski, whose roots lie in swimwear. Inspired by her beach-focused childhood in Encinitas, CA, and classic high-cut swimwear, Em makes a body-positive brand that aims to highlight all forms of female beauty.
Inamorata pieces are designed to accentuate the waistline and work for pool/beachside and everyday use. Her clothes are made for those with the confidence to live as they choose and look good while living their best lives.