IHUOMA (pronounced ‘ee-u-o-ma’) is a luxury lingerie brand that celebrates the beauty of black women, inspiring them to find their divine femininity, be bold about their sensuality and the possibilities that arise from living life unapologetically. Founded by Annabelle Mu’azu, IHUOMA’s collections will explore themes of self-love and self-power, complimenting women’s inherent beauty.
“In starting on this journey, the desire was to be of service and to help black women to discover their inner love glow. The creative in me wanted to do things very differently – design something luxurious using exquisite fabrics and the finest materials and components that would complement and celebrate our glorious melanin and its multitude of tones and rhythms. I wanted to create ART and beauty because I truly believe WE, black women, are ART!”
The debut collection ‘Divine Feminine’ was crafted using luxurious silks and embroidered lace in warm and deep tonal brown, with gold and bronze accents that perfectly compliment darker skin tones. The bespoke embroidery was designed by Annabelle Mu’azu and her daughter, A’isha, and pays homage to the Egyptian Ankh, a symbol intrinsic to black culture and one that resonates personally with Annabelle. It symbolises vivacious, loving energy and life, an embodiment of feminine and masculine verve, and by combining it with an interpretation of the moon and sun, the pieces remind women that they are modern-day goddesses.
IHUOMA (meaning ‘fortunate or favoured with abundance’), is Annabelle’s middle name and common with the Igbo Group in Nigeria, West Africa. For the brand’s pre-launch campaign Annabelle collaborated with Bok Goodall, resulting in a series of powerful illustrations that epitomise the brand’s ethos.
