Yamamay is an Italian fashion brand, created with the mission of entering the heart of every woman, while making them feel glamorous and sexy.

Mame Yamamay

An Italian fashion brand, created with the mission of entering the heart of every woman, while making them feel glamorous and sexy. Yamamay products are made with a distinctive Italian spirit and designed for the fashion conscious.


Yamamay is a known brand of underwear, sleepwear and swimwear through which Inticom S.p.A. operates in the underwear and beachwear sector. The name of the brand derives from that of the butterfly Bombix Yamamay, widespread in the Japanese hinterland, the symbol, the brand identifies with. Yamamay products are born with the aim of offering trendy garments with an excellent quality / price ratio, and are made to meet the needs of the whole family, even if more space is given to the women’s collection. Inticom S.p.A., headquartered in Gallarate, is present throughout the country with a network of about 500 single-brand points of sale under the Yamamay brand, and also has 35 outlets abroad, between Europe and Japan. Yamamay is also present in the world of sport, as the main sponsor of two teams: the Yamamay Varese, a water polo company whose female team plays in A1, and the Yamamay Volley Busto Arsizio, also in Serie A.

The Origin

Yamamay was born in 2001 from a Gianluigi Cimmino’s idea. And since he strongly believed in the growth potential of the underwear market and the retail world, he prepared his family to face a new business challenge.

At the leading point of Inticom S.p.A. there is Luciano Cimmino – Gianluigi’s father who was already the protagonist of the successful history of Original Marines – together with his daughter, Barbara Cimmino, who founded Yamacademy, the Yamamay corporate school – and her husband Francesco Pinto, who was already a manager at Procter & Gamble and is now Chairman of Inticom S.p.A.

Mame Yamamay
Yamamay collaboration with Chiara Ferragni in 2017.


 Exactly after ten years of activity, Yamamay is living a second time of development and growth thanks to the entrance in the company of the Carlino Family, owner of the Carpisa brand, and to the foundation of the Pianoforte Holding, where two incredibly successful brands are bound together: Yamamay and Carpisa.

“Closer and stronger”. This is the motto of the new holding, which has achieved in a short time the goal of the 1,000 stores and more than 1,200 employees.

Yamamay product’s range between: corsetry, lingerie, beachwear, nightwear, hosiery, cosmetics, sunglasses, shoes and bags. The brand also caters to menswear, kidswear and home accessories.

Yamamay launched a project with Chiara Ferragni’s The Blonde Salad in September 2017. The limited-edition collection presented six bustiers. The collection represents perfect union of contemporary sensuality of the Italian underwear brand and the trendy cosmopolitan spirit of The Blonde Salad. Asymmetry, see-through black and hourglass shapes are the distinctive characteristics of the bustiers made available.

Operating Structure

 Situated in Gallarate (Varese Province), the headquarter offices stretch over 5 floors, covering a total of 5,000 square meters. Comfort, technology and functionality together with design and innovative materials ensure that the offices are a perfect summary of the Yamamay brand and represent its ideal home.

The operating structure in the brand is divided into three areas:

Style and Product: responsible for the design and conception phase of the product, sampling and quality control.

Marketing and Sales: manages the sales network, communication and brand promotion.

Corporate Staff Services: responsible for administration, accounting and finance, planning and control, human resources, organizational development, training, legal affairs and Information and Communication Technology.

Logistics is outsourced to a specialized provider. Supervision of scouting, screening and quality control activities for production imported from the Far East is entrusted to the Chinese subsidiary Ying Li Yang International Trading (Shanghai) Co. Ltd., which has its headquarters in Hangzhou, China.

The Spanish subsidiary (Yamamay Iberica SL) and the German branch are both responsible for developing their respective geographic markets, through the opening of prestigious directly-owned stores as well as the development of a local franchising program.

Brand Finance

The company has always looked for ways to succeed in the international market, aiming initially to open 100 new stores in 2013 especially abroad, to rebalance its turnover to other countries, which at the time was 80% from Italy and 20% from abroad.

Pianoforte Holding, which belongs to the Cimmino and Carlino families, and owns Carpisa, Yamamay and Jaked closed 2016 with a turnover that exceeded € 300 million for the first time with Ebitda growth by 24% to 35 million. The same year foreign sales amounted to 30% and domestic sales amounted to 70%, but the company aims to reach 50% foreign sales in the coming years.

In 2017 the company’s turnover was over € 300 million and Ebitda was € 18 million.

Mame Yamamay
Yamamay debuts flagship store in London.
Mame Yamamay
Recent Yamamay and Farrarelle collaboration for ‘Save the Ocean’ Campaign.

Current Situation of Yamamay

 For Yamamy’ Spring 2018 collection, the brand bagged the Sports Illustrated famed American model Kate Upton to be part of the campaign that got a lot of international attention.

Yamamay opened a new flagship store in London in May of this year, marking the brand’s first move into the British market. Located at 33 King’s Road in Chelsea, the boutique fuses digital elements and a wide range of items to create an immersive and engaging shopping experience. Maxi-screens, digital signage and iPads are featured throughout the store to introduce customers to the Yamamay brand. The digital element allows visitors to purchase one or more items from the new collection on the brand’s website, and a ‘pay & collect’ service is available for customers who prefer to do their online shopping at home and collect their orders in-store to avoid delivery costs.

The Yamamy London store opened with a canape-style Italian brunch attended by influencers and special guests including Italian journalist and editor-at-large of Vogue Japan Anna Dello Russo and British actress and model Amy Jackson.

On the occasion of International Environment Day (5 June) and World Oceans Day (8 June), the Pianoforte Group presented an initiative in June this year, to take place in collaboration with Ferrarelle and Yamamay. The initiative is a project for Save the Ocean campaign. The initiative proposes to create a line of clothing from Farrarelle recycled plastic bottles. The initiative aims at creating more awareness about the issue. There will be a small preview of Save the Ocean collection in July of this year.


Kajitani (1977). Japanese designer of women’s clothing and accessories. She started studying fashion in Japan and then graduated from Studio Berµot in Paris in 1998. After an internship with Eric Halley, she also worked on her own Collection that was sold at the concept store Colette from 2000. She creates jewelry and clothes that are sold in the Parisian boutique Maria Luisa.


Gaspard (1972). French designer. First noticed in 1998 at the 12th Hyéres festival on the CÂte d’Azur, an event that showcases young designers and graduates from fashion schools. Immersed in pop culture, his first Collection was very visual and typically urban. It was graphic, asymmetric, sculptured, and played with contrasting materials to create glamour and humour.
&Quad;1999. First show during Paris ready-to-wear fashion week. Yurkievich increased the impact of his clothes with a limited edition CD called Yurkievich by Herbert. The disc contained sounds recorded backstage during the show, from the screeching of clothes hangers being pulled along the rail, to the clicking of heels on the floor. Critics have likened him to Jeremy Scott and Jérome Dreyfuss for his aggressive and sexy style.
&Quad;Yurkievich did not neglect his outrageous side in his Spring-Summer 2002 show in Paris, when he sent girls from the Crazy Horse down the runway in the uniforms of the guards at Buckingham Palace, wearing corsets and bare-breasted. The ironic musical accompaniment was a track called God Save our Bearskins.


Paul (1948). French sociologist. He has made many studies of fashion, its messages, and the language of clothes, also investigating the phenomenon triggered by ready-to-wear clothes, jeans, and the influence of youth styles on adult dress. He published Jeux, Modes et Masses in 1985.


Kansai (1944). Japanese designer. After a degree at Nippon University, he worked for Junko Koshino. In 1971 he showed his first Collection in London and in 1974 in Paris, where he was praised for his innovation. Before closing his business, he was involved in various big art and fashion projects.


Leading multinational zip manufacturer. Founded by the Japanese Tadao Yoshida in the 1930s, they produce over 2 million kilometers of zips a year, and sell them in 62 countries. As well as a colossal fortune, Yoshida left his heirs a business philosophy: prosperity depends on creating well-being for those around you. Hence, for example, great attention is paid to the working environment.


Valentin (1964). Russian designer. He opened his fashion house in Moscow in 1990 and a year later made his debut at the Paris haute couture week. At the end of 1998 he signed a distribution agreement with Vision, which allowed him to sell his creations in the international market. In 1999 he held his first show at Milano Collezioni Donna.
&Quad;Late 1999. His first women’s fragrance marked the launch of the cosmetics department of Valentin Yudashkin Trade Mark. The line is produced by the French “Parour Parfume” and is distributed in Russia and the rest of Europe.
&Quad;2001, March. Yudashkin presented a series of hand-painted porcelain at Moscow’s Central Concert Hall on the occasion of the runway show of his 19th haute couture
Collection. The range was the result of a joint venture with Lucas International, a jewelry company with twenty-five years of experience.
&Quad;2001, September. A line of underwear was launched.
&Quad;2003. The Pakerson company signed an agreement for the manufacture and sale of “Pakerson by Valentin Yudashkin”, a line of men’s and women’s hosiery presented at Micam in Milan at the end of March 2003.


French name for the youth movement and its fashions in the 1960s. The Beatles, the undisputed leaders in the field of music, dominated the youth culture of that decade, with their haircuts and dress being widely imitated. In France, their chorus “Yeah Yeah Yeah” was abbreviated to yé-yé, and chosen to sum up the dress styles of that period. During the 1960s, the mass media had a fundamental role in the explosion of mass consumption, and to that end, used fashion as a marketing tool to continually direct and modify public taste, so as to always create new demands. Televisions and cars became more common. Clothing stores aimed at young people had great success, as they offered the young the opportunity to dress themselves. Chains with low and medium cost goods also become more widespread. Fashion saw the triumph of brightly colored Optical Art prints, the miniskirt created by Mary Quant and the soft-colored creations of Barbara Hulanicki, known as Biba. The names André Courrèges and Paco Rabanne appeared. The world of haute couture went into decline and ready-to-wear gained a stronger hold. Even men’s clothing was invested with color. In 1969 the designer Rudy Geinrich stated: “Haute couture no longer holds the same meaning because money, status, and power no longer hold the same meaning. Now fashion starts in the street. I look at what the kids are wearing. I give shape to their style, I interpret it and add something of my own, and so it becomes fashion.”


Sisters and designers. Emel was born in Cairo (1977), Yaz in Istanbul (1973). They are the grand-nieces of King Farouk, Egypt’s last king. After living in different countries around the world, they moved to Paris. Yaz studied industrial and graphic design and, after internships at renowned houses such as Martin Margiela, Martin Sitbon, and Givenchy, she became the assistant of Jeremy Scott. In March 2000 the pair presented their first line of accessories together, followed by another in the fall of the same year. They worked with Gaspard Yurkievich for his ready-to-wear Fall-Winter 2002-2003 runway show in Paris.


(You Must Create) English young fashion label. Created in London in 1996 by Fraser Moss (1966) and Jimmy Collins (1967). Neither studied fashion, but they both have experience working in the business: Moss worked for French Connection and subsequently launched the label Komodo; Collins was an apprentice to Vivienne Westwood before opening his own shop, Professor Head. Together they have created a modern unisex line, designed to be easily assimilated into their customers’ wardrobes. The label’s name is taken from a phrase by the American industrial designer Raymond Loewy: “You must create your own style.” In 1999 they won the British Streetstyle Designers of the Year award.
&Quad;The brand opened a shop in London’s Conduit Street, but this closed shortly after to make way for Boutique B. Other outlets were opened in Regent Street and Cardiff, Wales.
&Quad;In 2000 they created the Mini Millennium Capsule Collection in collaboration with the artist Andy Jordan, who creates clothes by making holes in cloth and embroidering around them. Y.M.C contributed to the T-“shirt club organized by the rock band The Avalanches. The label produced a limited edition of 100 T-“shirts, designed with the Australian Natalie Wood. They are sold on the internet and the proceeds go towards the NSPCC, an association for the protection of children.