Start-Up Journal: 100% Love, Courage, and a Dash of Humor

Libremuv at EroFame

2024: A Whirlwind

Adventure

(Read to the end, you might be someone we are looking for!)

Shared by: Libremuv Founder-YuanLing, KAO, September 2024, Hanover, Germany

Wearing Libremuv first & only “Dominatrix Allure Corset” sample to attend EroFame 2024 

The EroFame 2024 Adventure: Walking Booth with 0 Budget 

Never did I imagine that one day, I would be bringing my start-up brand, Libremuv, to an international stage like EroFame 2024, all by myself. As the founder of Libremuv, armed with the brand's first sample garment, a few brand catalogs, and a website (thanks to a generous friend!) I arrived in Hanover alone, eager to connect with European buyers and industry leaders.

Starting out, the budget was, well, let's call it "limited." So, I decided to transform myself into a "walking booth." Although the sample garment was a reproduced design, my goal was to use it to convey Libremuv's brand philosophy: a BDSM-inspired fashion brand as its core element, showcasing the exquisite craftsmanship of our selected factory. 

Surprisingly, this approach worked wonders! In just two days, I met the head of product of the largest European distributor and nearly 20 fellow founders and salespeople in the industry!

Fashion x Sex Positive: The Birth of a BDSM-Inspired Fashion Brand

Starting Libremuv wasn't the first crazy thing I've done in my life, but it's definitely one of my bravest decisions. Many people ask me, what was the initial motivation behind Libremuv? Simply put, it was my confidence in the market and the category, coupled with my rebellious nature!

A few years ago, I transitioned from luxury & fashion PR at Ogilvy to helping Chinese brands expand into global markets at Google China. In two years, I came into contact with hundreds of Chinese cross-border brands, becoming particularly familiar with womenswear and the adult industry. According to Statista forecast, the global apparel market in 2024 is worth 1.79 trillion dollars, and the more niche, the better the growth - it's a proven market rule confirmed by my Google China experience. Also, the adult and BDSM category consistently maintain high search volume. However, aside from business considerations, the market lacked a brand with personality.

Those who know me see how much I have fallen for Berlin; its rebellious spirit, freedom, techno music, and cultural inclusivity deeply attract me. But when you're looking for a fashionable item to wear to Berghain, you find that either the prices are exorbitant or the designs are mediocre. Thus, Libremuv was born - "a BDSM-inspired club-wear" brand inspired by Berlin, all designs are created for "movements," embracing diverse sex positive cultures, and promoting the free expression of true desires through fashion. 

At EroFame, most people were still relatively unfamiliar with the concept of "BDSM-inspired club-wear". However, this time, I received affirmation from many influential buyers about the growth of the BDSM sector, which also focused on many future points of development for the brand's optimization and communications.

Three “Ah-Ha” Moments at EroFame

Left: Anna, Luoci Clothing；Middle: Hao, Airbnb Host；Right: YuanLing

1. Entrepreneurship amplifies both the strengths and weaknesses of your personality.

This EroFame adventure once again revealed the "contradictions" in my personality. The purpose of this trip was clear: to meet buyers. But perhaps it was fear holding me back, coupled with the lack of any supervision, I didn't seriously plan how to accomplish this important and only mission on the first day. On the second day of the exhibition, I met Billy, who is Spanish with a classic Latin smile. He works at Svacom, a Chinese brand distributed by the EQOM Group - the largest adult product distributor in Europe. Seeing their massive booth, I became even more timid. Billy encouraged me to bravely approach the buyers. With his push, I finally gathered the courage, put on the sample, walked to the EQOM booth, and told them: "I want to meet your buyer!" Although my tone was firm, my heart was pounding. Soon I met Sophia, the buyer responsible for BDSM lines at EQOM Group, who grew up in the Netherlands with Hong Kong origins. She was very friendly and, despite not having an appointment, gave me a lot of her time, listened carefully to Libremuv's concept, and offered a lot of advice from a buyer's perspective, mainly focusing on price points, market capacity, and acceptance testing. She also hoped that I could continue to expand the product line, develop a more attractive pricing strategy, encouraged me to keep working hard, and stay in touch with her. Thanks to Sophia's kindness, I successfully took the difficult first step.

2. You are more beautiful in the eyes of others than you think.

I met Caio, a Brazilian working in sales for the Norwegian brand Handy. Initially, I just wanted to borrow his computer to charge my phone, but unexpectedly, we started chatting, sharing our work and views on the adult and erotic category. When I told him that the buyers thought the retail price of our leather clothing was too high, he encouraged me with a firm tone: "You must believe in your product and stick to your positioning! I really like your start-up story, you should share it more!" Caio's words made me realize that I have to believe in myself more than anyone else. Discovering something great from the eyes of others is indeed a beautiful thing.

3. Entrepreneurship may just be a series of unexpected encounters.

The most interesting story of this trip happened outside the exhibition - with my Airbnb host! Arriving in Hanover for the first time, unfamiliar with the direction, I had a hard time finding my accommodation. Leon is a successful businessman who grew up in Hanover. Seeing me looking exhausted, he enthusiastically asked about the purpose of my trip. Learning that I was an entrepreneur, he excitedly told me that he was also engaged in Sino-German trade and called his Chinese partner Hao from the office. Just like that, in front of these two complete strangers, I shared my startup ideas and how I achieved my goals at EroFame with a zero budget. Looking back now, I find this experience quite unforgettable. Sharing my entrepreneurial story in a completely unexpected situation and receiving positive feedback, how cool is that! 

Industry Feedback and Future Pivot Ideas

Fashion x Sex Positive: Category Education Needs to be Strengthened

Most people in the erotic industry are relatively unfamiliar with the concept of the "BDSM-inspired club-wear" category. But one thing in common is that everyone is quite optimistic about the market space and development potential of the BDSM sector. Communicating with buyers from many distributors and shops, the category that interested everyone the most was Rip-Resist (tear-resistant products). The most potent brand proposition in the overall market is concepts like Sex Positive and Sex Wellness. Simply put, these concepts encourage everyone to view sex and eroticism more positively. It can be fashionable, healthy, and quirky and humorous. 

Libremuv's Next Steps

EroFame showed me that the market space for "Fashion x Sex Positive" in Europe is huge, but it is far from being fully explored. In the future, I hope that through Libremuv, I can reach more people who are curious and open to adult culture, regardless of age, who love music and enjoy the feeling of freedom that dancing brings, and who embrace their true desires with a healthy and positive attitude. I hope Libremuv can break people's stereotypes about BDSM and even sex, making it a positive and healthy form of expression.

In the coming days, I will focus on expanding the Rip-Resist product line, further developing the brand concept of sex positive and wellness, while strengthening Libremuv's social media presence to engage with the broader audience. I believe that this project will bring new vitality to the industry and will also lead more people into a more free and inclusive fashion world.

Looking Forward to Meeting You!

For me, EroFame 2024 was an unforgettable journey. It not only strengthened my determination on the path of brand entrepreneurship, helped me understand myself better, but also allowed me to meet many new friends in the industry who are full of kindness and love. In the future, I look forward to working with more people to explore the infinite possibilities of Fashion x Sex positive. If you are interested or want to learn more about Libremuv, contact me and let’s chat. From zero to one is a challenging but also fun road, and I am always ready. 

Libremuv is looking for:

• Visual Director
• Fashion Designer who embraces sexual positive & wellness
• Social Media Enthusiast

Our work is not limited by time zone or location! If you are interested in our brand, feel free to chat with us! 

Email: [email protected] (preferred) 

Finally, thanks to all the partners & friends who supported me behind this Hanover exhibition. I'm afraid to miss any names, but you know I have you in my heart!

Love, courage and a dash of humor, 

YuanLing

September 2024, Hanover Germany