Jon Stojan
Pilar Diaz (CEO) drives the new strategy for growth opportunities in Femography, building MAS’ profile in the women’s health space as the “go-to” apparel manufacturer (Femography by MAS Holdings).
In the intricate world of fashion, trends come and go, but what remains is the inherent power of apparel to influence, empower, and resonate. When fashion intersects with purpose, it creates something transformative. Such is the story of Femography by MAS Holdings, a pioneering B2B apparel tech manufacturer. With its groundbreaking, patented Anti-Flush™ Technology and a commitment to feminine health and hygiene, Femography is uniquely positioned at the crossroads of fashion, function, and female empowerment. Addressing stages from menarche to menopause, this brand stands as a beacon of innovation and inspiration.
I sat down with Femography’s CEO, Pilar Diaz, to delve deeper into the brand’s journey, its dedication to changing the conversation about women’s health, and its vision for the future.
- From a fashion perspective, how did Femography approach the design and functionality of the apparel, specifically targeting menopause symptoms?
Pilar Diaz: “Femography’s journey into redefining women’s health and well-being has been both inspiring and transformative. Our commitment has always been to empower women and help them embrace life with confidence and style. We understand that menopause brings unique challenges, and to battle these challenges, there has been little to no support for women. As a subject matter, menopause has been a known taboo in society, making it further difficult for brands to address, for people to raise questions about, and to look for solutions that work. Femography by MAS initiated a bold move to drive this conversation and create products that suit the needs of the modern-day consumer. Our design thinking involved the fusion of style, with science-backed apparel technology, developed in partnership with universities and women to ensure it helps alleviate the top symptoms of menopause, namely, hot flashes, night sweats, and urinary incontinence, as proven in clinical trials, while catering to different wearer occasions such as activewear, sleepwear, loungewear and more.”
- Fashion often speaks to the empowerment of the wearer. How does Femography’s approach to apparel design and function empower women during one of the most transformative phases of their lives?
Pilar Diaz: “Our products are meticulously crafted to address the unique challenges and experiences that women undergo during menopause. With our patented Anti-Flush™ Technology built into the clothing we are able to help menopausal women effectively manage the entire hot flash cycle, delivering much-needed relief. Extending beyond this innovation, we have also introduced a line of underwear designed to manage irregular periods and urinary incontinence, both very common symptoms during menopause, ensuring they can embrace this new phase of life without hesitation. Our recent recognition at the ISPO Awards is a seal of success for such apparel innovations, proving them effective in bringing normalcy to women’s lives and helping them function productively, be it in their work life, personal, or active lifestyles.”
- As an industry leader, Femography has not only introduced the groundbreaking Anti-Flush Technology™ but also embarked on sustainable approaches. How do these sustainable decisions reflect in the fashion choices Femography makes?
Pilar Diaz: “Femography’s commitment goes beyond feminine health and well-being. Throughout our apparel innovations, we have placed heavy emphasis on providing reusable products over disposable ones, encouraging people to adapt and move away from alternatives to help reduce the impact on the planet. We ensure such measures while maintaining high-quality, long-lasting features on products, as we aim to minimize environmental burdens. This commitment to sustainability also reflects our vision of a greener future for women and the planet, where every choice contributes to a positive impact.”
- Many LA-based readers are eager to explore and experience Femography’s innovative solutions firsthand. Can you share where people in Los Angeles can get their hands on Femography’s cutting-edge apparel?
Pilar Diaz: “With our deep understanding of consumer needs and identifying the significant gap left in the B2C market, Femography took the bold move of launching its own direct-to-consumer menopause clothing brand, “Become“. Where manufacturers were hesitant to step-up and explore this space, Femography carried its innovations through to Become, creating a voice that resonates well with the menopausal woman, making it evermore easier for them to leisurely purchase and experience our products. While Become as an online domain catering to many parts of the world, including North America, provides a host of menopause clothing to choose from, the brand has also garnered a significant amount of independently verified reviews on Trustpilot and an overall rating of 4.3 out of 5 highlighting customer satisfaction and product reliability.”
- The fashion industry has always been seen as a powerful influencer. How does Femography envision leveraging its position in the industry to continue breaking barriers, setting trends, and leading discussions about women’s health, especially menopause, in the future?
Pilar Diaz: “Femography will continue to revolutionize the FemTech industry with innovative and discreet lifestyle solutions that address the unmet needs and challenges faced by women. As pioneers in feminine health apparel, with the backing of South Asia’s largest apparel tech company, MAS Holdings, we’re committed to active expansion across the world to partner with leading brands that can carry our innovations to consumers. Our B2C Menopause Brand, Become, is actively expanding to North American and Asian regions, to drive this movement and make our products accessible to women as we educate and empower them.
We look forward to a brighter and healthier future for women worldwide with a strong foundation led by innovation and industry expertise. As we challenge taboos and champion inclusivity, we continue to embrace the true potential of women, taking charge of their well-being with confidence and sustainability.”
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In the ever-evolving landscape of fashion, Femography is not just setting trends; it’s reshaping narratives. With its unique approach to addressing feminine health and its place in the fashion world, the brand is poised to influence, inspire, and innovate for generations to come.