Yamamay, Italy’s outstanding fashion brand at Odel


By Steve A. Morrell

‘Yamamay’, pronounced ‘YAMAMAI’, was a feature sensation at the Odel center, Colombo this week. The fashion collection, mainly intimates for women, was an eye-catching repertoire of body styles showcased at Odel to ensure women would radiate inner confidence in their daily life.

CEO Pianoforte Group, Francesco Pinto, specially visiting from Italy to introduce Yamamay to Sri Lanka said the launch of the brand, already world famous and strong in the demand segment in some 1900 stores, was introduced here considering fashion consciousness of women who would be partial to the brand to fit individual life styles.

Visiting from Italy was also the team from the company to ensure Yamamay products were exquisitely presented and effectively showcased at the initial grand opening of the store. Pinto said his company offers a fashionable range of lingerie from essentials to innovative intimate wear. The Space bra and sculpt shape wear, were just two examples of the intimate range exhibited at the launch this week. 'Sri Lanka offers a huge opportunity for the brand considering fashion conscious women who opt to select appropriate styles with big spender values. Additionally, there are value additions to the clothes they wear to augment allure and above all radiate confidence to fit modern dress styles, he added.

Yamamay will also carry swim wear collections, purportedly the largest offered in the country.

Early next year the brand will be at the proposed Shangri – La mall and in time at further reputed retailer shelves in the city.

Group Director, Marketing, Softlogic Holdings Desiree Karunaratne at one – on – one discussions confirmed international high end models, Naomi Campbell, Jennifer Lopez and others modeled Yamamay intimates; igniting newest trends on the importance of intimates to enhance that extra sense of grace and chic.

Questioned by us, she said styles did not concentrate only on youthful elegance, but the appeal was also for those women who would continue to turn heads even at 45 or 50 years. Dress sense in Sri Lanka did not quite end at 35 years. That was a misnomer. Of importance was also the factual position that more mature women could ensure elegance and personality at that age. Also that group could afford to exude personality and attractiveness to fit into demands at CEO levels of sophistication.

Commenting on lingerie on display she said red décor in attractive contrast with intimates on show, was a striking colour variance that set the mood for leisurely browsing with an eye for nuances in personal choices in an unhurried easy stroll through the store. ‘This was really the hallmark of Softlogic and Odel. You get value for money’.

Chairman Softlogic Holdings Ashok Pathirage was also present at the launch.

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