In the vibrant world of sustainable fashion and innovative period product design, Christel Genazzani stands out as a trailblazer with a unique vision. As the founder of Amateia, she has seamlessly woven together fashion, sustainability, and functionality to create a brand that empowers women during delicate periods.
Hailing from the picturesque South of France and drawing inspiration from her summers in Sardinia, Christel’s personal journey led her to the creation of Amateia, driven by a desire to redefine the experience of menstruation for women of all ages.
In this exclusive interview with House of Coco, Christel shares the intimate stories and inspirations that shaped Amateia’s mission. From her daughters’ introduction to the concept of menstrual swimwear to the challenges of revolutionising the predominantly male beachwear industry in Italy, she takes us through the brand’s evolution.
With a commitment to customer feedback and inclusivity, Amateia’s menstrual swimsuits offer not just protection but a sense of freedom and confidence for women in various stages of life.
With a glimpse into the brand’s future projects and innovations, Christel Genazzani invites readers into the world of Amateia, where fashion meets purpose, and sustainability meets empowerment.
This interview offers an intimate look at the visionary founder behind a brand that is breaking barriers, challenging taboos, and reshaping the narrative around women’s health and sustainable fashion…
Can you share the personal journey and inspiration behind the creation of Amateia and how it led you to combine fashion, sustainability, and functionality in your products?
I find joy when gazing upon the seaside. Hailing from the South of France, where my entire youth was spent between the sea and the pool, for the past 30 years, I’ve been spending my summers in Sardinia with my two daughters.
It was they who first introduced me to the concept of menstrual underwear in France. They complained that during beach days, they had to resort to tampons with associated risks or traditional sanitary pads, hindering them from swimming.
I scoured the internet for menstrual swimwear, but none guaranteed comfortable swimming. Moreover, my daughters found them rather outdated. That’s where the idea was born. Having previously collaborated with various fashion brands and with my daughter holding a degree from a prestigious fashion school in Italy, it was our shared passion and the challenge of developing such a new idea and concept that appealed to me.
Our mission became clear: to provide women with maximum freedom, allowing each of them to express their own unique style. No more invasive and disposable methods harmful to our health and the planet. Amateia’s mission is to help women of all ages feel free and protected during delicate periods.
How has the feedback from your customers shaped the evolution of your brand and product offerings?
Customer feedback was fundamental in shaping the offerings of Amateia brands and products. Our mission is to provide menstrual swimsuits that offer freedom and protection for all types of cycles and leakage. We spent a year conducting tests in pools, at the beach, and in spas.
Our top priority was ensuring that women could spend a day at the beach or pool, engage in water aerobics, and feel completely at ease without any worries, experiencing a sense of freedom.
To ensure our products are water-resistant for all types of flow, we have actively sought input from a diverse group of customers. Their insights have guided us in making our costumes more comfortable, leak-proof, and inclusive in terms of styles and sizes:
They help us marry technology with fashion. In essence, customer feedback has guided the development of our product, allowing us to create high-quality menstrual swimsuits that allow women no worries.
Can you tell us more about the materials and technologies used to make your products sustainable and effective?
Our menstrual swimsuit brand focuses on both innovation and eco-friendliness. We achieve this by utilising a combination of materials, including advanced Zorb textile, which takes the function of a sponge, and bamboo fiber as an absorbent layer.
This combination reflects our commitment to providing sustainable, high-performance swimwear for women during their periods.
How do you balance the functionality of your products with the need to stay stylish and fashionable in the beachwear industry?
Balancing functionality with style and fashion in the beachwear industry is a fundamental principle. We emphasise the touch of Italian fashion not only to infuse elegance into our designs but also to prove that sustainable swimwear can be both chic and highly functional.
Our approach is focused on meticulous design and innovative materials. The influence of Italian fashion inspires us to create trendy pieces that are not only swimsuits but wearable expressions of confidence and beauty, even during delicate periods. We know that women want to feel comfortable and confident in their swimsuits, whether they are swimming, sunbathing, or practicing water sports.
To achieve this, we pay close attention to details such as fit, support, and durability. We invest in high quality and eco-friendly materials that guarantee comfort and sustainability. We believe that women deserve swimsuits that allow them to look and feel at their best while respecting the environment. This balance between style and function is at the heart of Amateia’s mission.
What challenges did you face while introducing a novel concept like period swimwear to the market, and how did you overcome them?
The challenge was to introduce the world to Amateia. The predominantly male beachwear industry in Italy posed an initial obstacle. My first international fair really opened my eyes, as most of the industry was opposed and frightened by this innovative approach to women’s freedom.
Undeterred, I took my bathing suits to a congress of gynecology, where both female and male gynecologists recognised its significance. Some even suggested ways to improve its effectiveness, such as adding an inconspicuous inner lining for days of heavy flow, hence the versatile Amateia swimsuit. People buy it for its aesthetics, but its hidden technical protection is its secret weapon, offering a discreet solution.
How do you see your brand contributing to broader discussions about women’s health and empowerment?
Amateia is deeply committed to promoting freedom by addressing critical issues related to women’s health, including conditions like endometriosis and supporting individuals with Down syndrome.
We believe our brand can play a significant role in these broader discussions. For women with endometriosis, the unpredictable nature of their condition can be a constant source of concern. Our swimwear is designed with comfort and functionality in mind, allowing for women to enjoy life without worrying about unexpected leaks or discomfort.
We consider our swimwear to be an essential daily garment, and we aim to provide women with the freedom to engage in activities they love, including swimming, without hesitation. Similarly, for individuals with Down syndrome and their families, everyday clothing choices can impact their comfort and confidence. Our inclusive approach ensures that everyone can find swimwear that meets their specific needs.
We strive to create a sense of empowerment and inclusivity, allowing individuals with Down syndrome to enjoy the water just like anyone else. In essence, our brand seeks to contribute to a broader dialogue about women’s health, empowerment, and inclusivity.
By addressing these issues and providing practical solutions through our swimwear, we aim to enable women and individuals with different needs to embrace life’s opportunities without unnecessary worries, fostering a sense of freedom and empowerment.
Could you share some insights into your efforts to minimise environmental impact throughout your product’s lifecycle, from production to disposal?
At Amateia, sustainability is central to our mission. We minimize our environmental impact by offering reusable menstrual swimwear as a healthier and eco-friendly alternative to traditional products like tampons and pads.
Our efforts include using eco-friendly materials, promoting ethical production, minimizing packaging waste, and educating our customers about the environmental and health benefits of our approach. Our goal is to reduce waste of invasive and risky methods and contribute to a more sustainable and healthy future.
How does the mythology tie into your brand’s vision and the concept of feeling protected in the water?
Amateia isn’t just a nymph; she’s a Nereid associated with guardianship, watching over swimmers in the sea. This symbolism resonates with our brand’s mission to provide women with swimwear that not only enhances their confidence but also makes them feel secure and protected while enjoying the water.
Our swimwear is designed to empower women to embrace their natural beauty and enjoy their time in the water without worrying. We want our customers to feel as though they have a guardian in the form of our meticulously crafted swimwear, allowing them to fully immerse themselves in the water and the moment.
Furthermore, the nereids are a sisterhood, each with her unique qualities and aesthetic: a concept that aligns with our commitment to inclusivity. In essence, the mythology behind our name serves as a reminder of the sense of freedom, comfort, and protection that Amateia aims to offer to women, enabling them to experience the joy of the sea and the pool with confidence and grace.
How do you ensure that your designs are inclusive and meet the unique needs of each age group?
We ensure inclusivity and meet the unique needs of different age groups through diverse input. We actively seek input from women of all age groups. This includes conducting surveys, focus groups, and gathering feedback through our customer community.
This inclusive approach helps us understand the specific requirements and preferences of different age segments. Our designs incorporate a wide range of sizes to accommodate varying body shapes and proportions. Our swimwear styles are designed to be age-appropriate, taking into account both fashion trends and practicality.
For example, we offer youthful, vibrant options and mature designs for older women. They choose between different shapes and styles.
Can you share any stories or testimonials from customers whose lives have been positively impacted by using Amateia’s period swimwear?
The customer feedback that touched me most includes a message from a father who was traveling alone with his 12-year-old daughter in Greece. He didn’t expect her to have her first cycle during the trip, with him. He sent me a message writing ‘Holiday saved, thank you.’
There was also a caring aunt who initially bought a bathing suit for her niece and liked it so much that she ordered another one for herself ‘I don’t need it anymore, but I like it.’
Finally, a young man bought a bathing suit for his girlfriend who could not use tampons, and found the idea of the swimsuit, menstrual but sexy. These are just a few examples of the significant feedback we have received.”
What role do you envision Amateia playing in the future of sustainable fashion and period product innovation?
We see Amateia as a catalyst for positive change in both sustainable fashion and period product innovation. In the future, we envision our brand leading the way by setting new standards for environmentally responsible fashion in the menstruation space.
By continuously innovating and offering eco-friendly, reusable menstrual swimwear, we aim to inspire people to follow our #periodhealth and contribute to a more sustainable and empowered future for women worldwide.
How has being “Made in Italy” influenced your brand’s identity and reputation?
Italy’s fashion heritage embodies quality and craftsmanship, and by manufacturing our swimwear there, we ensure the highest standards for our products and brand.
This association with the excellence echoed by the concept of Italian fashion has not only shaped our unique style but also enhanced our credibility in delivering stylish, high-quality, and sustainable swimwear to a global audience.
How do you see your brand’s mission contributing to a broader cultural shift towards sustainability and female empowerment?
Amateia’s mission goes beyond just offering menstrual swimwear: it’s about empowering women and fostering a cultural shift towards sustainability.
We believe that by providing eco-friendly, reusable products that prioritize women’s comfort and confidence during their periods, we are contributing to a broader cultural transformation. Starting from embracing reusable options, women can reduce waste and minimize their environmental impact, setting an example for others and promoting eco-conscious behavior.
We help break down barriers and promote inclusivity: We consider the needs of women with conditions like Down syndrome, who may avoid invasive products like tampons, or those with conditions like endometriosis, which can lead to continuous or unexpected bleeding.
Our swimsuits are designed to blend seamlessly into daily life. They offer an aesthetically pleasing option that can be worn every day, eliminating the worry of unexpected surprises. We are working towards breaking the menstrual taboo by offering a solution that empowers all women and promotes menstrual well-being.
As a founder, what advice would you give to aspiring entrepreneurs looking to create a brand that combines purpose, style, and sustainability?
Passion and Purpose: Start with something you feel deeply passionate about and a clear sense of purpose. Understand why you want to create this brand and how it will make a positive impact on the world. Your passion will always be the driving force behind your brand’s success.
Finally, can you provide a glimpse into any upcoming projects or innovations that we can expect from Amateia in the near future?
We are excited about several upcoming projects and innovations at Amateia. Our ongoing research focuses on developing advanced techniques and materials to enhance the performance and sustainability of our swimwear.
We are committed to staying at the forefront of eco-friendly solutions, ensuring our products minimize their impact on the environment. Inclusivity is a core value for us, and we’re actively working to expand our size and shape offerings to embrace every woman’s unique needs. This includes addressing concerns like the inclusion of swimwear for people with prosthetics, ensuring that all women can confidently enjoy our swimwear.
Our dedication to empowering women and supporting their diverse lifestyles remains unwavering, and these upcoming initiatives reflect our ongoing commitment to providing innovative, sustainable, and inclusive swimwear options.
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