AURA Clothing was an idea of Angelina Truman, founder of the brand. Diagnosed with Crohn’s Disease at the age of twelve, and having her ileostomy from the age of thirteen, Angelina felt that from her early teens, she struggled to wear the same clothes as her friends. At the worst point in her confidence, Angelina would starve herself all day until she got home so that she didn’t feel that her ileostomy was bulging. A few years later, an idea popped into her head. The idea turned into a dream, and now the dream is a reality.
Angelina started creating her own clothes, clothes that were the same style as what was on trend but had functions such as high-waisted bands that made her feel more comfortable. The point was to make the clothing look the same, but be there to support, not to merely flatter.
After a lot of hard work, those same ideas grew into an idea for a brand, and now AURA is a fully-fledged company. Still based on the ideas of Angelina’s dreams, AURA is a new start up brand with an aim to empower those who live with an ostomy. The meaning behind AURA, is to speak to somebody’s energy. Angelina didn’t want to remind people of their ostomy, and so gave the brand a discreet and high-end feel with a name that describes one’s distinctive atmosphere and qualities. Mainly a denim brand, AURA stocks four different designs of jeans; skinny, skinny ripped, slim and boyfriend. All of those jeans come in both blue and black wash and in sizes 6-18. After handling the packaging that the jeans get sent out in, I can vouch that purchasing from AURA is a completely luxurious experience from ordering to wearing the jeans day in and day out.
All of the jeans have a four way stretch fabric, with special fitted inner layer that consists of a soft breathable fabric. This fabric absorbs moisture and conceals the ‘bag’ without restricting it. This also makes AURA jeans a great fit for people who are uncomfortable with their abdominal region, or who want to conceal things.
The founder says Aura’s ‘aim is to empower women and support them in feeling confident, sexy and special, by integrating unique exclusive designs with functional details.’ In the near future, Angelina hopes to branch out into men’s and children’s jeans, as there are 150,000 individuals living with an ostomy in the United Kingdom of all ages and genders. Although she doesn’t want to follow ‘trends’. Instead, AURA will work more on developing wardrobe essentials, such as lingerie and workwear. The aim is to not play it safe like others, but to create unique things that are also like normal things and equally beautiful. The goal is to make everybody feel empowered, and feel confident to express themselves. Doesn’t everybody feel better and ready to seize the day walking into a room for a night out, interview or even into work if they feel that they look good?
I’ve been lucky enough to see the swimwear designs that are being sketched out, and they are so beautiful. AURA have gone steps further than just creating something that looks like any other high- street retailers stock, but comfortable for those with an ostomy. Instead, they have created designs that are completely unique and definitely forecast future fashion. The swimwear line will hopefully be available to purchase next year.
The denim is manufactured by a company that are committed to ensuring that their factories meet high ethical and technical standards. The jeans are designed and produced to perfection, using top-notch denim.
All jeans will retail at £60.00 and be available to purchase online and in some boutiques soon. You can follow Angelina’s story and the journey of AURA via this link
Angelina is on hand to help and answer your questions, she is candid and has considerable ingenuity. Please take a look at the company, you will not be disappointed. Even those without an ostomy will find the jeans the most comfortable and flattering pair they have ever tugged on.
– Mollie Davies, @molliedavies5
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