IMA Lingerie

Brief introduction and background?

My name is Ibiyinka Ibru, I was born and grew up in Lagos Nigeria. I studied Neuroscience at King’s College London and have a masters degree from Imperial College London. I am a lingerie enthusiast.

What does Fashion mean to you?

Self expression!! Although my fashion sense is quite ‘boring’ , I think fashion really is a way to express your individuality. In this sort of society where people may feel pressured to dress a certain way, i think making a statement with the underwear you are wearing is really fun and liberating because its something you wear for yourself that only you can see.

What inspired you to create a Lingerie line, and ultimately take steps to produce & start a business?

I have to be honest here, it was money.  I was planning my wedding and running seriously short on money and found myself wishing for another source of income to pay for the things that I wanted, but my parents didn’t see value in paying for. So i thought about it for a few weeks. What do i enjoy doing so much that I would do it for free?. That’s how the idea came to me and I decided to go for it.

What is the main goal of IMA Lingerie?

To make every woman who wears  our clothing feel CONFIDENT. Confidence is the name of the game, we want all our customers to feel like they can take over the world when they put on their new underwear and look in the mirror.

The designs you created are no doubt amazing, what were your inspiration while creating this collection?

Oh i didn’t actually design these!. I am a retailer for now, i curated products I loved and also imagined different people would love too.

Name a few of your female role models?

Hilary Clinton and Beyonce.

What do you do to de-stress or have fun?

My favorite things are to drink wine, watch netflix or go to the beach.  Preferably all 3 at the same time.

What has been the biggest challenges you’ve faced creatively and in running your own business?

Biggest challenge so far has been getting some sleep.

How would your family/friends describe you?

Sensible, Vivacious and Loyal.

Sexuality is not a topic African’s are open to discuss, how did you go about initiating the idea of a lingerie line to your support system?

The aim of my brand is not sexuality. Its confidence! At the end of the day everyone needs underwear, sleepwear  and shape wear and that’s something that my support system understood.

How do you handle criticism of your work?

Criticism is never fun but it is typically constructive and I always try to get better.

You work with clients of all shapes & sizes to help them look & feel sexy, what is one item that every woman needs to feel sexy?

Honestly, It’s not in a particular piece of clothing or an item, she just needs to believe that she is and feel confident with what she sees in the mirror.

What do you think is the biggest misconception women have regarding purchasing designer/luxury lingerie?

‘The more expensive, the better quality’. Not true.

What advice can you offer to other women who may feel confronted with obstacles in pursuing their true passion?

Go for it, don’t be afraid to fail. As long as you have inner peace it will work out.

What are your three favorite lingerie pieces?

Teddies, Thongs and Robes.


Where can we find you online?

You can shop our website and you can also find us on instagram and twitter @ima_lingerie.


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