At 16, Lesley started a small bikini brand on Facebook, sparking a journey fueled by creativity, persistence, and self-belief. That same vision evolved into AMADA a Swiss-designed activewear brand made for women who want elegance, comfort, and confidence in every move.
Every piece reflects her belief that women deserve clothing that supports their day, their lifestyle, and their confidence without compromise.
Lesley, what inspired you to launch AMADA, and what gap in the activewear space were you determined to fill?
I launched AMADA out of a real need: I wanted a brand that was minimalistic, feminine, and functional without loudly announcing, “I just came from the gym.” Back then, the market was dominated by big names like Nike, Reebok, and Adidas. Lululemon and Alo Yoga weren’t as well-known yet, so I saw space for something more refined, more understated – something that could move with you through all aspects of your day.
I naturally gravitated toward a niche yoga customer, someone like me who valued clean silhouettes, comfort, and elegance. I’ve always been a creative person, and my friends used to say I had a strong entrepreneurial instinct. In fact, when I was just 16, I launched a bikini brand under the name AMADA, selling pieces to Facebook friends. That early spark never left me – it just evolved into something more purposeful as I grew into the woman I wanted to design for.
What was the biggest challenge in bringing AMADA to life and what kept you going?
With little to no funding, one of the biggest logistical challenges was finding a manufacturer who could meet my standards- someone who really understood what quality meant to me. I didn’t study fashion design, and I had no formal knowledge of pattern-making or technical terms. I had to learn everything on the go, often through trial and error.
But the biggest hurdle wasn’t technical- it was mental. Being a solo founder meant no one was there to hold me accountable, solve problems with me, or even reassure me when something felt off. I had to build my own discipline from the ground up, show up every single day, and push through the setbacks.
There were plenty of moments where I questioned everything- but deep down, I knew that if I kept going, I could build something meaningful. That quiet self-belief was everything.
How does being a Swiss-designed brand influence AMADA’s identity, quality, or aesthetic?
Switzerland has a deeply ingrained culture of precision, quality, and practicality. From a young age, we’re taught that “things must be done properly.” That mindset naturally shaped how I approached AMADA from the materials to the finishing details. There was never any question that our pieces had to hold their shape, wear beautifully, and stand the test of time.
Swiss culture is also rooted in conscious consumption. People here care about where things are made, how they’re made, and whether they’re truly worth investing in. Launching a brand in that environment pushed me to make sure every product wasn’t just beautiful, but functional, ethical, and justifiable. That level of intention is woven into every piece. We don’t design for trends – we design for longevity and confidence.
AMADA is designed by women, for women. What does that actually mean when it comes to cut, fit, and feel?
Only a woman truly understands how much of a difference the small things make – like having an integrated bra shelf for support, removable pads to offer shaping or coverage, or simply leggings that don’t cause a camel toe.
I’m a girl’s girl, surrounded by an incredible group of friends from diverse backgrounds, all with different body types. And the one thing we share is that we all have our little insecurities things we want to feel more confident about. So in every design, I consciously work around those “flaws,” tweaking measurements and shapes to flatter the female form rather than fight it.
For example, our full-length tops aren’t just cut straight they’re slightly curved at the waist, creating a natural, sculpting effect. Our booty shorts? The leg openings are 2 inches wider than standard to avoid digging into the thighs. Yes, that means more fabric and a more complex pattern making process, but it’s the only way to truly design for a woman’s body one with curves, softness, and movement. Our pieces aren’t just sized for women – they’re shaped like women.
Which design detail do women notice first, and why does it matter?
Honestly, I’ve never understood why so many big brands still include it other than the fact that it’s cheaper and faster to produce.
But for us, it was non-negotiable. No one wants to feel unintentionally exposed by something as frustrating as a camel toe, especially during/after yoga, Pilates, or any movement that involves stretching the legs. It’s not just about comfort, it’s about preserving confidence.
And beyond function, I also believe in clean, minimal design. Fewer seams mean a more elevated, streamlined silhouette. It’s a small detail with a big impact – aesthetically and emotionally.
What’s one AMADA design feature that women instantly appreciate once they try it on?
The most immediate reaction is always about the quality and feel. The fabric is buttery soft and light, yet still has enough compression to feel held and supported.
Women are also often surprised – in the best way – to discover that most of our tops and long sleeves come with built-in bra shelves. It’s a simple feature, but one that makes getting dressed faster, easier, and more comfortable. You just put it on and go – and feel great doing it.
How does AMADA help women feel confident and supported in their daily life?
For me, empowerment starts with confidence and ease. AMADA was born from the idea that a woman can do it all and because she does, she deserves clothing that supports that dynamic lifestyle.
So we designed a product that mirrors her versatility: it’s flattering, functional, timeless, and high-performing without sacrificing elegance or comfort. Whether you’re at a workout, in a meeting, running errands, or heading to dinner, AMADA is made to adapt. It removes the pressure of asking “What should I wear?” and replaces it with a reliable, feel-good answer.
Even behind the scenes, we live that philosophy. AMADA is run by a small, all-women team wearing many hats, pushing forward, and doing it all. We see our customer the same way: not someone who fits into a box, but someone who flows between roles and owns every version of herself.
Empowerment, to me, is helping women feel ready to show up for themselves, their lives, and whatever the day brings. And if AMADA can play a small part in making that easier, more joyful, and more confident? That’s everything.
AMADA has built a strong presence through events. What role do these pop-ups and activations play in the brand’s identity?
I’ve always loved creating experiences and bringing women together and that’s at the heart of what AMADA stands for. Our pop-ups and wellness activations are about community, connection, and discovery.Research shows that many women are inspired to start new wellness routines or try a class simply because a friend brought them along and I see our events as a catalyst for those moments.
Whether it’s a Pilates class, painting workshop, sound healing, or mindfulness session, we use these gatherings to not only engage our audience, but to introduce them to new practices, studios, and ways of showing up for themselves.
As a primarily e-commerce brand, these physical experiences are also essential. They allow our community subscribers, followers, and first-time customers to see, feel, and try the collection in real life, and to connect with the brand on a deeper level. I try to attend as many of these events myself.
Your new grip socks are turning heads what makes them different from the typical pair?
My approach to life and design is always about adding something more. I don’t just want to create what already exists. I want to elevate it.
With our mesh grip socks, it was that small but impactful detail – the mesh panel – that made all the difference. It’s subtle, fresh, and something I personally hadn’t seen before in this category. It’s easy to copy and paste what’s already out there, but that’s never been AMADA’s mindset. I always ask myself: How can we make it better? How can we make it beautiful?
These socks have been selling out ever since they launched because they do exactly that – they bring style, structure, and something new to a basic that’s often overlooked.
Do you plan to launch any other future accessories that we should be excited about?
Yes, and I’m so excited about it! Our upcoming accessories and lifestyle additions will be equal parts chic and functional.
Think: effortless add-ons that elevate your sporty outfits, blend seamlessly into your everyday routine, and carry the same thoughtful, design-forward DNA as our main collection. They’ll be versatile, beautiful, and just the right amount of “extra” to turn your workout essentials into something you want to be seen in.
What does your personal wellness routine look like, especially when life gets busy?
With my lifestyle, constantly traveling between countries, routines get interrupted all the time. I’m a perfectionist by nature, so in the past, I’d beat myself up if I couldn’t stick to my usual rhythm. But I’ve learned that wellness has to integrate into your life, not compete with it.
Now, I look at it less as “achieving perfect balance” and more as counterbalancing-tuning into what I need at any given time and adjusting accordingly.
My mornings are sacred, even if simple: I wake up, drink a glass of water, stretch before getting out of bed, walk and feed my dog, and then make or order my coffee. When I sit down, I take a moment to pray or meditate, just to set the tone for the day. Some days it’s five minutes, sometimes just one, and other days, 30-it depends on what I need.
I aim to work out at least three times a week, mixing it up between HIIT, gym sessions, Pilates, or whatever movement I’m craving. Healthy eating helps me stay focused and feel good, but one thing I’ll never sacrifice is 6–8 hours of sleep.Working in the wellness space definitely helps: I try new studios, classes, and spas often to stay connected with the market.
I book massages when my body aches from sitting too long, lymphatic drainage when I’m retaining water from flying too much, or a juice cleanse when I feel bloated. When my thoughts take over, I turn to sound healing or other grounding rituals.Over time, I’ve found my own “remedies” to life’s little discomforts. The key is listening to your body-recognising how you feel, identifying the cause, and then gently working your way back to balance.
You’re originally from Switzerland but now based in London. What do you love most about living here, and what drives you a little mad?
Let’s start with what I love: the multicultural energy, the opportunities, and the spirit of the city. So many people in London aren’t originally from here-they’ve come with big dreams and ambitions. That energy is contagious and deeply inspiring.I also love how each neighborhood has its own unique charm Chelsea, Kensington, Mayfair they all feel like their own little world.What’s been an adjustment is safety. Having lived between Switzerland and the UAE for most of my life, I took safety for granted.
Hearing stories of theft or incidents over something as small as a phone or a piece of jewelry has been a bit unsettling. But we adapt, stay mindful, and focus on all the good this city has to offer.
Favourite food spots or hidden gems in London, we’ll always find you at?
Oh, the list is long! For lunch and early dinner, I love Amelie, Bottarga, Nina, and Zephyr. When I want something healthy, it’s Natalie, Atis, or Farmer J. And don’t even get me started on coffee and pastries – London has the best little cafés and bakerys on every corner. Thankfully, I walk double the steps since moving here!
Do you have a go-to Pilates studio or workout class you swear by?
Yes! I’m obsessed with Sunday Sporting Club by Henriette, Nobu Pilates with Hariette, and the MAD Mayfair Lagree classes. All of them are intense & make you sweat.That said, trying new classes around the world has basically become my hobby. I’m always on the lookout for fresh concepts and studios to experience wherever I go.
What habits help you stay mentally and emotionally grounded as a founder?
Time for myself and time with people who truly know me. My biggest grounding force is my mom-she sends me prayers, blessings, and gentle reminders daily. It means the world. And then there’s my inner circle of friends, scattered across the globe. I know I can call them anytime to vent, to get advice, or just to feel supported. In fact they celebrate my wins more than myself. That connection is everything.
What’s next for AMADA any categories, collaborations, or launches we should watch for?
So much is coming! We’re preparing to drop new fashion-forward collections, statement accessories, and a wave of community-driven collaborations across London, Zurich, and Dubai – all centered around wellness, movement, and modern femininity.
We’re also thrilled to share that AMADA will soon be available at select department stores, making it easier for you to try on your favorite pieces in person. Think of it as the start of something much bigger – more touchpoints, more access, more of what makes you feel strong yet soft, sculpted, and seen.
Do you see AMADA evolving into more than just a brand, perhaps a full lifestyle or movement?
Absolutely – AMADA is already becoming a lifestyle. We’re building something far beyond clothing – a movement rooted in freedom/empowerment, community, and conscious design.
We’re currently expanding our presence in London and Dubai with more physical experiences, in-person events, and spaces to connect, move, and shop. Our upcoming sport-specific capsules and loungewear drops are all designed to help you flow effortlessly through your day, whether you’re in motion or in recovery.
What impact do you hope AMADA has on women who wear it?
I want AMADA to help shift the conversation away from fast fashion. In a space where many activewear brands are pushing trendy, short-lived collections, AMADA offers something different: timeless, high-quality pieces that are made to last – pieces that feel like elevated basics for multiple occasions.
I hope women feel confident,feminine, strong and comfortable in AMADA – not just physically, but emotionally. If putting on a sculpting top or second-skin jumpsuit helps you simply walk into any space feeling ready – then we’ve done our job.Because at the end of the day, AMADA isn’t just about looking good – it’s about feeling good to be good.
