IM BOUTIQUE

Profile

That message was the dream behind the establishment of Australia's first im boutiques in 1984. ‘I wanted Australian women and men to be able to choose their lingerie from the best European designer labels’, says im's owner and founder Irene Michael. ‘Such luxury labels were simply not available in this country.’

Today the tradition continues with only the finest luxury French and Italian designer lingerie, sleepwear, swimwear and accessories showcased. im boutiques are the only chain of their kind and are located in Sydney, Melbourne, Gold Coast in Australia and in Wellington New Zealand.

Michael is always on the look out for new and innovative collections to introduce and visits the European lingerie fairs three times a year to ensure that the brands housed are at the forefront of fashion and of course fit.

im's most recent introduction of the men's underwear collection from La Perla will now also indulge men.

im presently houses 26 labels each catering to the needs of an ever evolving clientele with La Perla, Aubade, Lise Charmel, Nina Ricci to name a few. Sizes range from 6-22 with cup fittings from A-G.

Michael, with her early background as a swimwear designer for the American company Jantzen, has personally selected the brands for her portfolio which collectively span over 250 years of corsetry experience and know-how.

The corsetry housed at im feature laces that are made on 19th century looms and still hand-cut with most garments hand-finished and for the majority of bras 20 different assembly processes chained with the more complicated, 30 minutes of sewing time. There is no mass production, quasi-artisanal methods of construction and minor automation reflects the continuation of European tradition.

Service is paramount and im continues to strive to provide their own boutique service with their ‘Best Undressed Club’ loyalty programme (both instore and online). Experienced Sales Consultants are on hand to give obligation-free fittings through to advice on the perfect gift to give.

This boutique service is also extended online at im's award winning website, www.imboutique.com.au with Online Sales Consultants with experience in im's ‏bricks and mortar' boutiques available to assist clients unable to patronize the boutiques in person.

Some of the features include a Bridal Consultancy encouraging brides to email through their dresses for obligation-free advice on suitable corsetry, size guessing guides for men, monthly sale and wallpaper through to a 500+ product catalogue with the innovation of rolling over the fabric swatches and changing the colours of the lingerie instantly.

In 2002, Michael aligned all her signature boutiques in raising awareness and funds for the National Breast Cancer Foundation and Prostate Cancer Foundation of Australia.