Transforming the concept of underwear by combining aesthetics, comfort and innovation: this was the idea Gianluigi Cimmino started from when he created Yamamay in 2001. A curiosity: Yamamay is a palindrome word, meaning it can also be read backwards, but it also has a deep meaning. It is a name inspired by a Japanese butterfly, a symbol of transformation and delicacy, a name that encompasses the desire to tell of continuous evolution. Since its beginnings, the company has been on a journey of growth and research, becoming a benchmark in the intimate fashion scene.
From textile roots to a global network
The idea was clear: to create underwear that could stand out, combining style, practicality and elegance without sacrificing the quality of the materials. To turn this vision into reality, the Cimminos moved from Naples to Gallarate, in the heart of the province of Varese, known as the “Italian Manchester” for its long textile tradition. Here, Yamamay drew on local artisan know-how, combining the Made in Italy tradition with a fresh, modern product vision. The choice proved to be winning: in just three years, the brand opened more than 100 stores, leveraging quality and collections that told of a modern and versatile femininity.
Over time, underwear has been joined by lines dedicated to nightwear and homewear, comfortable and stylish, always to maintain a touch of glamour, and the beachwear collections, which combine wearability and sustainability, all the way to thermal underwear and sportswear.
Testimonials and campaigns that make their mark
In addition to commercial growth, Yamamay has also built strong imagery through iconic advertising campaigns that have helped define the brand’s identity. Chiara Ferragni interpreted the essence of contemporary and independent femininity, while Jennifer Lopez brought to the stage the strength and energy of a self-confident woman capable of celebrating her body without compromise. Also unforgettable was the collaboration with Naomi Campbell, the star of shoots that transformed underwear into a manifesto of female empowerment. These choices have never been accidental: Yamamay has always tried to tell the female universe in all its facets, choosing testimonials capable of embodying values of determination, authenticity and beauty.
Innovation and sustainability at the core
The brand’s innovative drive did not stop at design. Yamamay has chosen to invest in sustainability, introducing collections made from recycled materials and reducing the environmental impact of production processes. Swimwear created from recycled plastic bottles and fabrics made from regenerated fibres are just some solutions adopted to combine fashion and ecological responsibility. The goal is clear: to offer beautiful, comfortable and durable garments while minimizing waste and promoting more conscious consumption.
Training and technology: the foundations of success
Behind every garment is teamwork supported by ongoing training. Yamamay has created an in-house Academy for staff growth, with programs dedicated to sales, customer management, and in-depth knowledge of fabrics. This investment in people has enabled the company to build a network of stores where the shopping experience is thorough and personalized.
In parallel, the company has invested in digitalization, implementing advanced management systems that ensure traceability and transparency throughout the production chain. The introduction of artificial intelligence has made it possible to optimize processes, forecast demand and reduce waste while keeping intact the handcrafted quality typical of Made in Italy.
A brand with the heart of a family business
Despite global expansion, Yamamay maintains the soul of a family business. For the Cimminos, doing business also means giving value back to society, as shown by the recent ASFOR-ISVI Award “Excellence Innovation” 2023, given to Barbara Cimmino for her commitment to promoting ESG practices, ecodesign, and innovation that generates real impact.
Today, Yamamay, led by Gianluigi Cimmino, has 871 employees, 96 percent of whom are women. It has a network of more than 600 stores in 35 countries and sells more than 13 million garments a year. Behind these numbers, however, lies the desire to create an affordable yet sought-after product that can accompany women every moment of the day.
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