Amphibious dressing: how swimwear became daywear

First of all, it is underwear as a coat. It’s time to wear your swimming cossie to work because the heat waves are back.
Amphibious … Topshop, Zara and Tooshie swimwear
 Amphibious … Topshop, Zara and Tooshie swimwear. Photograph: Guardian design team/Guardian

Fashion likes to wear old things in new ways. This is where the coach is in the front row, how the Ikea Frakta bag goes from the racing boots to the T-stage, and how to wear a dress to slide into the Céline Spring 2016 collection.

But it rarely encourages you to prolong the wear and tear of what you already have. However, these are moments of despair. We cannot and should not continue to buy new clothes just because of the weather. If last weekend’s rains brought mixed floods and respite, it also gave us time to prepare for the second wave. Because the new rule of hot horror is coming soon! And this time we need to be prepared – so get ready to wear a swimsuit as a day wear.

Julie Pelipas in swimwear in Paris.
 Julie Pelipas wearing a swimsuit in Paris this summer. Photograph: Melodie Jeng/Getty Images

Unlock this trend, if you are on vacation, you may be doing it, it sounds simpler than it sounds. On the one hand, the design of the swimsuit is both wet and hot, because most of the sweat does not appear. While this is not an office trend, the title is misleading stupidity: fashion writers talk a lot about day and night wearing (how to wear a temperature drop instead of bringing a whole set of extra work). The amphibious dress is only worn from the street to the street.

The scrolling of evidence has been very convincing. Topshop recommends wearing a textured swimsuit that goes beyond the beach. Cossie + Co is a newly established brand that sells a fitted one-piece swimsuit in adult colors and is also “not suitable for the beach.” At the same time, Zara’s white swimsuit is designed with a pencil skirt and is suitable for meeting rooms.

The latest fashion blog Man Repeller claims that Vogue Ukrainian fashion director Julie Pelipas wears a “swimsuit-like top” and loose pants called “the perfect dress for the summer.” In a recent article, the New York Times recommended a new collaboration between Staud and Solid & Striped and Levi’s jeans with the best-selling swimsuit. Then came Alexa Chung, who posted a swimsuit and denim skirt on Instagram Stories last Friday. The title was: “Swimwear is the only choice for work clothes.” When Chung is normalized, it usually stays.

Marni spring 2018, at Milan fashion week 2017.
 Marni’s spring 2018 collection, at Milan fashion week 2017. Photograph: REX/Shutterstock

Maybe we can see it appear after Marni “overlays” the shape of the swimsuit on the dress in its current collection. We’ve seen a version of underwear before, underwear is worn as a coat, and the trend of exploration by Rihanna and Beyoncé has become so common that it now has its own Wikipedia page. Wearing a swimsuit as a top may be an extension of this.

If the idea of wearing a swimsuit to the store sounds ridiculous, then you may want to reconsider your swimsuit. There is no reason why you can’t wear a bra under certain brands, although many have some built-in support. Many swimwear – including this week’s popular Topshop orange-red ribbed pieces and Hunza G’s – are made from thick chiffon fabric. Hungza G’s creative director, Georgiana Huddart, said that this is “more durable than some of the basics you have on the street.”

Cossieco, Poppy in midnight blue
 Cossieco’s Poppy in midnight blue

Huddart said she has seen the company’s swimsuit “taking on a diverse new role – wearing as much as possible on the beach.” Natascha Wittgenstein, the founder of the new Swedish brand Tooshie, agreed (although she prefers the term “multitasking” when she talks about wearing her at night). Still, they still think this is an era of textured swimsuits. As Huddart said: “Swimwear doesn’t just mean that.”

These are the strange moments of the swimsuit. Although Love Island has ruined their essence (this year’s swimmers have enough silhouettes to trigger repeated phobias), after the Miss America beauty contest announced that it would eliminate the most controversial aspects of the game, the most recent work was Review. : Swimsuit round.

If underwear continues to be a battleground for primitive sexual behavior, it is time to let swimwear take on a new role.

The Fight for the One-Piece Swimsuit Emoji

CreditIllustration by The New York Times

New York Times’ CreditIllustration
The Miss America beauty pageant is not the only institution that rethinks its swimwear segment.

Unicode Alliance – the ideogram of the overlord (or, more formally, a non-profit organization dedicated to developing, maintaining and promoting software internationalization standards and data) – is deciding whether to allow a very simple pink maillot or a one-piece swimsuit , add this small, youthful yellow polka dot bikini in the emoji.

Its purpose is to provide users with another less sexy option. These users may not think that the two-piece Barbie wardrobe does convey who they are or what they want to say. Or the most relevant choice in the current cultural climate.

“I have no objections to bikinis,” said Florie Hutchinson, a 38-year-old independent art propagandist. He is the mother of three (and soon four) girls, she and former New York Times reporter Jennifer 8. Lee, together with the co-founder of Emojination, proposed a supplement to maillot. “I walk through them. But not every woman or girl wants to wear one, and they should be able to make another choice,” Ms. Hutchinson said. “I want my girls, when they grow up to have their own smartphones, they can see both side by side.”


In fact, she also started a year ago to convince the Union to add a flat shoe emoji to an existing red high heel. It turns out that not every woman dreams of skyscrapers with high heels faltering.

That proposal became a feminist career célèbre. “I am really surprised,” Ms. Hutchinson said. “I know what this means to me, but I don’t think it means anything to so many people.” The shoe was officially adopted earlier this year; it should appear in the emoji dictionary this month or next place. .


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Ms. Hutchinson has changed the choice of women’s wardrobes and is ready to do it again. Ms. Li’s mission is to modernize the emoji vocabulary to reflect contemporary culture in an inclusive manner and to expose her to the collaboration on swimsuits. Ms. Hutchinson invited artist Aphee Messer, who created her shoes, to come up with a design



This new swimsuit emoji can represent you.
CreditAphee Messer / Emojination
Ms. Hutchinson said: “We want some very basic content to read under the microscope.” The style of the suit – the legs of the thigh cut, the round neck – more sporty than the sexy, the curve of the ideal body is better than the Playboy Less hints. The one-piece design is designed to appeal to those who swim, pool and beaches to focus more on activities, such as hooks, or to identify temptations more than strength and function (or discretion).


Also children.

Ms. Hutchinson and Ms. Lee are not, as it happens, the only emoji users who have taken note of the limited bathing suit options available to those who like to send messages via pictograms.

Darlin’ Darla@Darlainky

The fact there’s no one-piece swimsuit emoji tells me there’s not many 40 women designing emojis.

Twitter Ads info and privacy

Lauren Hope Ondercin@blondercin

It’s really frustrating that there’s a bikini emoji instead of a one-piece swimsuit emoji… #moddestishottest

Twitter Ads info and privacy

However, not everyone believes. Now, swimwear emoji is shortlisted for the 2019 dictionary and is awaiting verdict, Michael Iverson and Andrew West, members of the International Organization for Standardization (and two printers known for their opposition to last year’s frowning expression) Do you need extra swimwear?

“Why? Mr. Everson asked in a comment to the Emoji Subcommittee. “Would you like to show that people using swimwear can’t use the existing BIKINI? Is this really necessary? How about Victorian swimsuits? Still wet clothes? Or a hydrofoil? ”

“Don’t code,” is his suggestion. Mr. West simply wrote that he thought “no need”.

Ms. Hutchinson said: “I was shocked. This seems to me to be a very old response.” She said that one of them reflects the “domestic position of male coders, male feedback providers, and men participating in the committee.”

This New Swimwear Is Inspired by Donatella Versace and Sharon Stone in Casino

Annoying fashion clothing is popular at the moment, especially if we are talking about the 2018 fall fashion show of the 1980s. Think of Tom Ford’s Rodeo Drive babes, Technicolor leopard prints, Marc Jacobs’s large shoulder strap zoot suit, Isabel Marant’s sequined metal mini skirt, and other styles. Fashion is returning to the era of supermodels and material girls, proud of its fabulous, apologetic excess. In addition to these major brands, there is also a new brand that has injected a bit of glitz into the swimwear market. Oceanus swimwear was launched this spring by best friend Hannah Attalah, former designer of Jenna Packham and Donna Karan, and Alexia Frangakis, who has held various positions in the fashion industry for the past three years. The swimsuit was inspired by the common details of the evening dresses of the 80s, including the embroidery of crystal and gold bars. The Oceanus mix includes premium one-piece neon green leopard prints and coral high-waist bikinis, waterproof velvet and metal details. As the designer pointed out, some people should wear tops or tights.

Attalah and Frangakis cited a tanned Donatella Versace and Sharon Stone as Ginser McKenna’s debut as a debut in the casino. “The 1980s was a dramatic period,” said Atra. “It is full of excess, self-expression and rapid change. Considering the combination of current political and cultural events, we should have expected this comeback, which naturally leads our ideas to that statement era.” Attalah and Frangakis also believe in a new generation. Coming soon “Huging” is more of a ‘spiritual and excessive personality.’ Therefore, the designer believes that despite the popularity of the 1980s on the runway, there is a lack of such prospects in the swimwear market. “I think We have found ways to bridge the gap between luxury eveningwear and swimwear through a rich mix of basic fabrics and embroidery,” Frangakis pointed out. “At the time, people were eager to experiment. There are no equipment or hairstyles there. ”

At a glance at the appearance of the Oceanus, it is clear that Attalah and Frangakis are not afraid to take fashion risks. This photo was taken in a modernist villa in Palm Springs, which includes two sunny bleached blondes with strollers, toy babies and a bag of groceries in the backyard. Can the wild swimwear from the pool to the house to the grocery store go to the wild night? What time is alive.

Life’s a beach; the swimwear market has never looked more chic

For the first time, Kornit Digital specifically discussed the advantages of digital and direct fabric printing for the WishPLM, using a popular example: swimwear. Kornit Digital develops, manufactures and markets industrial and commercial printing solutions for the apparel, apparel and textile industries.

So, you are a rock star swimwear designer. Your thoughts are full of ideas, and your brain is full of creativity. You are ready to make a strong fashion statement. In every corner of your life, it will hit you, sometimes from the most unexpected sources: the magazines you read at the barbershop, the high-quality patterns you just saw in the clothing store, and even your favorite lunch plate. Bright color restaurant. When you live in textile and fashion life, inspiration is everywhere.

Until recently, your inspiration was influenced by several well-known fashionistas who led the market and decided today, with social media making fashion easy to open and open to everyone, no specific Limited fashion tone makers. Anyone can become an icon and influence your design. A famous actress who spreads his ideas to millions of online bloggers or a newest stylist who shares her latest look on Instagram can have a greater impact on today’s designs. When we consume our fashion in new ways, technology needs to adapt. Although digital printing technology is not new, it is so useful and adaptable to the new fast fashion market. Fashion used to be controlled by the long print cycle specified by the printing manufacturer. The typical cycle from start to finish takes an average of 8 months! It may take only 8 days or less today!

Every summer, swimwear designs and trends are determined in the winter and even in the fall of the previous year. Designers must “guess” fashion trends, colors, patterns and fabrics one year in advance. How do you know ahead of time what can dominate swimwear fashion? Are your assumptions this year still relevant or outdated this year?

Fortunately, you no longer have to worry about these dilemmas. The times have changed. Technology, cultural change and social media have had a huge impact on the swimwear market, making your wildest designs instantly a reality.

[Swimwear design by Magrafti Odelia, student, Shenkar – Engineering, Design, Art.  Printed by: Kornit Digital]

First, let’s take a look at the life cycle of the swimwear collection. The biggest challenge in providing fashion trends is to transform printing technology from mass production to mass customization, a challenge that will not be outdated until it emerges. This move has greatly shortened the production cycle, shortening from 6-12 months to just a few days, and small batch printing and even personalized design are becoming more and more popular. Design, production and final garments are all completed in the country, eliminating the need to pre-plan inventory at overseas sites. Inventory and shipping costs are cut. With a direct fabric printer on site, you can print fabrics on the same day you cut them. You can even print patterns directly on the fabric. There is no need to predict trends or risk falling into a multi-billion dollar backlog. Limited editions and even single prints enable fashionistas, designers, retailers and print manufacturers to respond to the most insane real-time needs.

Start to feel the infinite possibilities? What is the unique palette combination you want to express in the new collection? sunset? Ocean tones? Tropical flowers? Or how about a flamingo bikini and a pineapple swimsuit? With digital printing you can combine them all together!

Culture plays an important role in the swimwear fashion revolution. First of all, people no longer wait for the summer to wear a swimsuit. There is no such thing as a “swimwear season.” The year is “swimwear season” because consumers’ holiday habits are no longer limited to one season. When people buy swimwear all year round, can you really plan ahead? This “habit change” and usability expansion – you can now buy swimwear at any clothing store – has contributed to the steady growth of this market. When people consume culture through social media, we enter an era where people pay more attention to their appearance and demand more style and fast fashion.

[Swimwear design by Sharaby Itamar, student, Shenkar – Engineering, Design, Art.  Printed by: Kornit Digital]


Social media has changed the way we consume fashion. Retailers focus on fashion leaders on social media to get inspiration from their product lines and maintain ongoing dialogue with their customers, especially on Instagram – a forum where brands can motivate customers and customers to motivate brands. This truly reflects how much fashion industry has been shaken by social media, and we are seeing a reshaping of the entire industry.

The new consumer-oriented market has forced manufacturers to move from pre-planned mass production to demand-driven mass customization and has succeeded in all areas of the textile market. Designers are now free to develop a limited edition swimwear collection inspired by the colors and patterns of the surrounding beaches, landmarks and wildlife. In addition, as the emergence of e-commerce into the printing world, online swimwear companies are becoming more and more popular. As designers continue to expand their product choices, the entire buying experience has changed, and customers can now choose a clothing design with the click of a button.

Chic, colorful and infinite design expressions and simple instant production possibilities have an impact on the swimwear market.

Think of the swimsuit business? When you enter this path, digital printing directly to the fabric can simplify your approach. A cost-effective production process with short runs, you can quickly respond to any real-time trends and create any number of styles you want to design!

You can upload your colored flamingo swimsuit to your online store so that your customers can choose and order their flamingos to reach their door the next day?

[Header image designed and printed by Kornit Digital.]

Five Minimalist Swimwear Brands to Know

A wave of new European labels is making the search for the perfect, simple swimsuit that much easier.

Épi Swim

Earlier this year, it was launched by Parisian friends Julie Lansom and Mathilde Hamart. The French brand ÉpiSwim made a monochrome swimsuit in Brittany, a family factory that works with a number of European luxury brands. Each of the small series is limited to 50 pieces. “We like people who don’t find the same swimsuit on the beach,” Lansom said. Designers cut thin one-piece and high-waist bikinis in a simple style and use “timeless” colors – such as olive green, navy and burgundy. Regarding the trend, the designer focuses on the body. “Our clothing is not as small as many swimwear brands. We are working hard to make inclusive swimwear,” Lansom said. “Mathilde and I are different shapes, we will never stop until everything fits us.” Their appearance books are equally diverse, with non-models of various body types – no images are modified. “We just shaped the girls we think are beautiful in very different ways,” Lansom said.


Discover the beaches along the coast of Lido, Venice, Italy – Ernest Hemingway and Orson Wells’ 8-mile long sandbank in the past – inspired designer Daria Stankiewicz to create his own swimsuit when moving from Rome to Venice in 2016 The brand Lido, a self-taught designer, wants to support Italian craftsmanship with her low-key work made by environmentally friendly Italian Lycra. She also hopes to provide a loud color and pattern that is often sold in place of the swimwear label. “I chose my holiday outfit in the same way that I choose everyday clothes – simple and quality clothing,” she explains. As Stankiewicz said, Lido’s cleaning items are also the same, it does not have any “unnecessary details, to achieve the purity of the clothing.” She currently publishes her collection every year and says her customers share her interest in slow fashion methods. “Excellent designs last longer than seasonal fashion, and people choose products that last longer,” she said. Next year, she will launch Lido’s first vacation apparel collection.


Suro’s minimalist multi-purpose swimsuit reflects Mallorca’s beach lifestyle, said Margarita Payeras, founder of the brand, in Parma, the capital of the Spanish Balearic Islands. Her open-toe bikini and race-fitting swimsuit combine the power of sportswear, making the suit more practical than the beach. Payeras explained: “You always have the possibility to swim in the sea or swim in the city.” “Details like fixed straps and wireless and padless tops help us create multiple uses. Today women are looking to give them freedom. Active swimwear. “Payeras worked for Cristelmare, one of Mallorca’s largest swimwear companies, and then founded Suro in 2016 to create an environmentally friendly brand. Most of the Lycra used in the Suro range is made from recycled Italian nylon, each lined with Spanish Lycra and contains no toxic substances. “The more we use recycled materials, the more we help clean and protect the ocean,” Payeras said.

Three Graces

London-based designer Catherine Johnson never planned to launch a swimwear collection. But since she founded Three Graces as a pajamas brand in 2015, her brand – named after the charm, beauty and creativity of the ancient Greek goddess – has developed in an unpredictable way: after customers start wearing lines of refreshing cotton pajamas to the beach Johnson expanded the holiday apparel into 2017. The swimming series is the natural next step. “We have received a lot of requests from buyers and customers who can offer items that can be paired with beach and casual wear,” explains Johnson. Tips Six-piece classic tailored swimsuits and wireless bikinis are designed to lie flat under the scoop of “exquisite beachwear for cotton, linen or silk,” she said. Launched last summer, the collection is made from Italian fabrics, woven from Lycra yarns, with a two-way stretch design and invisible knit technology for added comfort. To ensure fit, Johnson collaborates with underwear experts and shapes each streamlined work into a variety of sizes and sizes at least five times. “Swimwear is more precise than pajamas,” she said.

Now Then

Before creating her swimwear brand, then in 2016, Spanish designer Andrea Salinas became a buyer of a brand that partnered with the Asian Fast Fashion Factory. To her shock, “the fanatic rhythm of clothing”, she decided to create her own brand and do things in different ways. Now fully sustainable, hand-made simple one-piece and sporty surf protection in Spain. The swimsuit is made from reclaimed fishing nets and seamlessly stitched to make it feel like a second layer of skin. “Diving is my greatest passion, and working in the second largest polluting industry on the planet has made me more sensitive to the impact of each garment,” said Salinas, referring to the poor environmental record of the fashion industry. In order to reduce the footprint of her brand, she collaborated with the Italian marine waste collection program to create eco-neoprene fabrics in which natural limestone replaces petroleum as the main fiber. Each swimsuit will reuse up to 300 grams of recycled marine litter, which can be reused indefinitely. “Our work is designed to be worn forever,” Salinas said.

Fashion Designer Silvia Ulson Accused Of Plagiarizing Latest Swimwear Collection

Swimwear brand Bfyne accused Brazilian fashion designer Silvia Ulson of plagiarism after showing her latest swimwear collection at Miami Swimming Week on July 12.

A Bfyne representative told HuffPost in a statement that Ulson’s latest collection has striking similarities to its 2017 “Sahara” collection, inspired by the brand’s Nigerian culture.

“This is very important to us. We want to bring sexy to dashiki prints and change the way prints are printed, eventually turning them into something we have never seen before,” said the representative of Bfyne.

According to OkayAfrica, a loose pullover originated in West Africa and is a comfortable work top for men. According to the website, it is “recognized as a unique and unique African.”

“We live and breathe our culture, and our mission is to showcase through our design and instrument printing,” adds Bfyne’s representative.

For reference, you can see one of Bfyne’s suits on the right and Ulson’s – with feather headdresses – :

We must admit that the case against Ulsen is very strong. The prints are not only almost identical, but the cuts look the same. Here are a few comparisons:

“We were surprised to find out how another designer showed replicas during the Miami swimming week and called it her work,” said the Bfyne representative, adding that she and her team were “completely fussed”.

The representative also called on Ulson to wear a feathered headwear on the model at the fashion show, which suggests that the accessories are designed to “[spoof] people think that printing and design are the inspiration of Native Americans.”

At the end of her presentation, Ulson shared inspirational images of the collections on Instagram, which have been deleted. These photos show a variety of color samples, beadwork details and images of Brazilian natives wearing traditional headwear.

“Brazilianness. Indians use body painting as a way of expressing expressions related to different cultural expressions in society.” According to HuffPost’s translation, Ulson wrote the title in Portuguese. “For each event, there is a specific type of painting: mourning, hunting, marriage, death. All the earthen rituals are represented in their bodies in the form of paintings, which is the strongest artistic expression of the Indians. Paint Made of urucum [achiote, red plant], jenipapo [brown fruit] or babaçu [Brazil palm]. Art of living!!!”

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Ulson’s account also shows images of her personal meetings with the Krukutu tribe.

A representative of Bfyne said they found out about Ulson’s collection on Instagram, and the models who worked for them and attended the Ulson show reminded them. The representative also said that another member of the Bfyne team flew to Miami to meet with Ulson, who claimed that the design was her own original work and did not apologize.

In terms of Bfyne’s allegations, HuffPost has contacted Ulson’s team, but did not receive a response as of press time.

The whole situation only reminds people that there are still plagiarism and misappropriation in the fashion world. Ulson is not the first brand or designer to be accused of being one (or two). Remember when Marc Jacobs sent most of the white models to the runway, their hairstyles were designed locally? Or, when Victoria’s secret sent Karlie Kloss to the runway, wearing a feathered headdress, is it different from Ulson’s? Those fast fashion brands that completely tear off those fashionable Balenciaga boots, “those who look like socks?”

As we have written before, designers need to be more transparent about their inspiration and take on their mistakes.

LeRhonda Manigault-Bryant, Associate Professor of African Studies at Williams College, told HuffPost in February, “We are definitely inspired by others – including scholars… we should not plagiarize intellectually or culturally. We should really pay for honors. And a tribute to the cause.”

The Bfyne team will agree. When asked what they hope others can learn from their situation, the representative said: “Encourage, but don’t copy.”

The story has been updated since Ulson deleted an image from her Instagram account.

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Swimwear industry ‘on fire’ as Instagram’s year-round summers fill feeds with string bikinis and exotic beach posts

After the British model Iskra Lawrence released her own photos to her millions of Instagram fans, Aerie’s pink super scoop one-piece swimsuit sold the “high cut clumsy trophy” in less than two weeks.

“Back to New York, missed the sun,” Lawrence wrote in a March 2017 post, marking her comments with sun emoji. “Still too addicted to this @ aerie #onepiece tho.”

This super-exclusive is described on Aerie’s website as “comfortable, cute, with the right amount of exclusive news” and remains one of the brand’s best-selling suits. Aerie’s marketing director, owned by American Eagle Outfitters, said they can track the dramatic increase in sales to specific posts.

Swimwear sales have taken off in recent years, not just in the summer. Instagram is an increasingly effective way for retailers to showcase and sell their latest trends. This photo sharing platform provides users with a casual, fun forum to showcase their best beach shots with the #vibe they feel or the #inpirationalquote they want to share.

The company said in June that the platform currently has 1 billion monthly active users, up from 800 million users in September 2017. Executives say digital sales have become one of the fastest growing segments of the retail industry, with many buying behaviors coming directly from Instagram.

According to NPD Group’s consumer tracking service, when the Instagram was launched in 2010, the US retail sales of swimwear was about $3.6 billion. Last year, their average annual growth rate reached about 46%, reaching $4.6 billion. According to NPD data, in the past few months, the growth rate of US swimwear sales has increased at an average annual growth rate of 10% in May, which is the latest data.

Marketing executives and analysts say social media is increasingly driving purchases, especially in the off-season, where swimwear sales typically slow down. Summertime broadcasts on Instagram all year round, when most parts of the US are caught in deep freezes. Beach mail from Australia, South America and Africa will receive news. Analysts say the purchase can easily come from the company’s official account or the customer’s Instagram feed.

Jefferies analyst Janine Stichter said, “People go on vacation and they will return it.” He also attributed the growth of swimwear to social media. “They want to have a trendy swimsuit. Although it used to be something, you might have only bought one of them, it doesn’t seem to matter.”

After the British model Iskra Lawrence released her own photos to her millions of Instagram fans, Aerie’s pink super scoop one-piece swimsuit sold the “high cut clumsy trophy” in less than two weeks.

“Back to New York, missed the sun,” Lawrence wrote in a March 2017 post, marking her comments with sun emoji. “Still too addicted to this @ aerie #onepiece tho.”

This super-exclusive is described on Aerie’s website as “comfortable, cute, with the right amount of exclusive news” and remains one of the brand’s best-selling suits. Aerie’s marketing director, owned by American Eagle Outfitters, said they can trace the violent peaks of their sales back to specific posts.


Swimwear sales have taken off in recent years, not just in the summer. Instagram is an increasingly effective way for retailers to showcase and sell their latest trends. This photo sharing platform provides users with a casual, fun forum to show their best beach shots with the #vibe they feel or the #inpirationalquote they want to share.

The company said in June that the platform currently has 1 billion monthly active users, up from 800 million users in September 2017. Digital sales have become one of the fastest growing segments of the retail industry, with most of the purchases directly benefiting from Instagram, executives said.

According to NPD Group’s consumer tracking service, when the Instagram was launched in 2010, the US retail sales of swimwear was about $3.6 billion. Last year, their average annual growth rate was about 3.2%, reaching $4.6 billion. According to NPD data, the average annual growth rate of the US swimwear retail industry has reached 10% in the past few months, which is the latest data.


Marketing executives and analysts say social media is attractive for buying products, especially in the off-season, where swimwear sales typically slow. Broadcasting on Instagram throughout the summer, when most parts of the US are caught in a deep freeze, beach mail from Australia, South America and Africa will receive news. Analysts say the purchase can easily come from the company’s official account or the customer’s Instagram feed.

Jefferies analyst Janine Stichter said, “People go on vacation and they will return it.” He also attributed the growth of swimwear to social media. “They want to have a trendy swimsuit. Although it used to be something, you just bought it, but it doesn’t seem to matter.”


American Eagle Outfitters, Abercrombie & Fitch and Lululemon take social media advertising to the next level, including a team of managers who manage their accounts, each with more than 2.5 million Instagram fans. They paid for the celebrity endorsements and set up an official brand ambassador program for social media “influencers” who would give users free stolen goods, sometimes even cash, if they posted photos on their clothes.

Small brands with a limited brand range have also paid off. According to co-founder Sofia Garreton, in Lumahai Swimwear, about 75% of sales traffic comes from the company’s Instagram account. California startups have more than 23,000 fans on Instagram.

According to Jennifer Foyle, president of Aerie Global Brands, Aerie’s swimwear is “fired”. In the past two years, sales in the company’s swimming category have more than doubled.

Foyle said that organic drive sales on Instagram increased by 168% year-on-year.

Marshal Cohen, chief industry consultant for NPD Group’s retail industry, said: “This has a lot of communication with consumers.

“Consumers are leaning towards it, frankly, where are you going?” Cohen said. People rely on social media to do this. “” Unless you go to a swimwear store, you can’t get services anywhere to help educate you. ”

Abercrombie & Fitch CEO Fran Horowitz said that Instagram has established a dialogue between the company and its customers, who often respond to the products they buy. The company, including subsidiary Hollister, has already achieved similar success results from Instagram. Horowitz said, “In the past year, they are swimming,” Horowitz said.

Horowitz said, “Two gender brands are double-digit in swimming, and so far.”

Brand ambassadors – from professional models like Lawrence to social media influencers like Julia Nell – are looking at the swimwear industry and turning it into a virtual catalog.

Nell’s Instagram account @jem_touchdown is littered with exotic beaches and pool photos. A bikini in the pool at the Icon Hotel in Hong Kong, a one-piece thong at Hotel de Crillon in Paris, and bikini bottoms on Tulum Beach, Mexico (two coconuts cover other important parts).

“This is my show,” she talks about her Instagram account, which has more than 88,000 fans. She sometimes writes down the clothes she wears. One day it might be a San Lorenzo bikini. Next she wore Quintsoul thongs. Then came the top player of Calvin Klein.

App developers in Venice Beach, California began recording her travels on the site in 2011, primarily for her daily work.

“Then people started to contact me,” Nell recalls, including Nike in 2013. “I realized that I can get things for free.” Free gifts include swimwear, dermatology appointments, hotel discounts, and $500 to $2,500 for posting photos on Instagram. Although Nell does not explain the amount paid by each brand, she said that the amount of clothing and cosmetics she saved through Instagram is “priceless.”

Kristen Curtis of Chandler, Arizona, on the outskirts of Phoenix, used her account @ipackedlite to discount. If she posts a photo of the product, the company will give her a 30% to 50% discount.

Donna Calin is the manager of a recycling plant in Chicago, using Instagram as an idea. She rotates between about 20 different swimsuits every season.

“I didn’t stay on any of the brands. I use Instagram to get inspiration and see different costume collections,” says Calin, who uses the @blow_them_away handle on Instagram.

Companies are more likely to buy their products and provide links in their accounts to allow customers to shop on their phones. It also provides retailers with accurate data about where to buy.

The fastest-growing part of Aerie’s digital business stems from mobile purchases, and they are not all spokespersons who pay for them. Ordinary consumers use the company’s promotional label #AerieReal to share nearly 50,000 posts that encourage women to post unfiltered photos on social media while wearing Aerie products.

The teen retailer has embraced a positive body image movement and avoided using traditional models. Lawrence is one of the four “examples” or paid spokespersons, and Aerie used to promote their clothing, including swimwear. In addition to Lawrence, an outspoken sports advocate, singer Rachel Platten, actress Yara Shahidi and gold gymnast Aly Raisman represent Aerie. They have over 9 million Instagram fans.

Lawrence has the most Instagram fans among the four women: 4.1 million. Her swimming positions each generate between 100,000 and 200,000 – with nearly 400,000. Women often ask her about the content in the comments section and how she wears it. She said her first Aerie post was “viralized” and added that she woke up with about 80,000 new fans.

Lawrence said that Instagram is “a very good way to find someone who has more connections with you, making you feel more diverse than what you find in magazines or online.” “You can find someone you like.” And the people you trust.”

Margherita Missoni Amos Collaborates With Mott50 for Sun-Protective Swimwear

Margherita Missoni Amos works with the sun protection clothing brand Mott50 to design for women’s and children’s swimwear.

The resort capsule collection will be launched in October and offers a variety of bold color options. Along with Mott50’s CEO and founder, Anne Reilly, Missoni has always dreamed of performance swimwear, including zipper neckline, ruffled skirt, polo collar and color blocks.

Missoni arrived in Europe on a family vacation, and he said that one of the challenges in designing this sunscreen series is the need to adequately cover the arms and neckline. “From a performance standpoint, performance-oriented sunscreen swimwear is usually very sporty. It’s very sporty and modern. What I’m trying to do is make it more retro,” she said. “Back to the day they used to hide themselves, so I chose some of them and mixed them with modern fabrics and techniques,” adding that these references cover the forties from the 1940s to the 1970s. .


Although the average T-shirt offers 5 UPF, the Mott 50 garment claims to have 50+ UPF against UVA and UVB without the harmful toxins used in some sunscreens. The company’s goal is to reduce the estimated 50 million people who receive skin cancer treatment each year. Missoni is the mother of two children, and he and Mott50 have joined forces. To launch the collection in the US, Missoni plans to travel to Los Angeles, a city with a year-round pool and beach culture.

Missoni said she has been paying attention to the advancement of technology and performance-driven fabrics – a feature shared by her grandmother Rosita (the daughter of the Missoni brand). Mott50’s trademark sports fabric is known for its lightness and breathability. The retail price of the women’s collection ranges from $58 to $195, and the children’s collection starts at $32. (Missoni’s other collaborations include Splendid and luxury handbag manufacturer Ximena Kavalekas.) Margherita Missoni named the long-sleeve one-piece swimsuit “Margherita” and other styles such as “Angela” and “Lucia”.

10 ways for a girl in Paris to make a swimwear

Like retro Jeanne Damas, monochrome is like Lou Duvalon, or sports like Jos Jos morphine music tutor. When it comes to swimwear, Paris girl has trend coverage.

Jeanne Damas

An antique piece

Her interpretation: retro and multi flower printing


Caroline de Maigret

A tight corset

Her explanation is: everything is black — simple and unique.


Lou Doillon

The monochromatic color of the rainbow

She explained: with a big straw hat


Ana Girardot

All white

Her explanation: sports, there’s a back hat


Camille de charri re

Sixty lattices

Her explanation is: the acid yellow with a tie.


Louise Fran


Her explanation: sensory and stratified and transparent multiple


Lu Lu Robert

bear the breast

She explains: Au naturel – all you need is a black bikini.


Jos Le Tutour morphine


Her explanation is: super black bikini


Lolita Jacobs

Bohemian Crochet

She explained: long cardigan Crochet cream



Chek earth

She explained: waist high legs tied together, with a gold necklace and super large sunglasses.


Swimwear brand will like you if you really want to move (and look cute) in your suit.

There is a sea – no, a sea! – a new swimwear brand has emerged over the past few years. Yes, that’s a lot of exaggeration, but if you’re on Instagram, it’s hard not to feel like that, because you can’t help, but the discoverer, Hocking, has a budding label that blindly looks over your feed.

However, I find it hard to find out what is not Coachella. Adults should wear photos in their own clothes instead of wearing them once.

Alas, in rolling, rolling, rolling – I finally found a summersalt that offered all the brands I looked for: lovely clothes (mostly very beautiful pieces, plus some two pieces of sports) to block color array and fabric, with built-in UPF 50 + protection. In addition, they are designed for activities everywhere, that is to say, they don’t slip or pop when they are moving on the beach or diving into the swimming pool.

I have been hoarding two swimsuit swan dive and sidestroke and put them to the test. I’m glad I did it, because they soon sold out. “We can’t tell an inventor, founder Reshma Chamberlin. “They have come back since then.” “We really believe that women are sexy, and we attract our customers by creating sexy and wearable bathing suits.”

The following are some of the reasons for my obsession:

1. A pleasing combination of colors

The design of color blocking is surprisingly simple, but it is completely unique. I like a mixture of red and pink, called lava and pitaya (trend) and gold and Navy, named deep sea and mango. “We really believe in a unique way of color,” Chamberlin said. “I grew up in India, and there are unexpected colors everywhere. We like colors that you usually don’t put together.

2. The details like built-in compression make everything look smoother.

There are four levels of built-in compression. I cannot emphasize that this is a victory. Besides, no hardware can be heated in the sun or leave strange marks on the skin. Besides, UPF 50 + cloth gives me a little peace of mind when the sunshine hits me. In addition, they set up mobile: finally, I wore my side stroke to close the side of the ship’s dive, hiking to the beach, playing with my high-powered little nephew. No shoes have happened.

3. This price is worth investing.

Summersalt is a direct consumer – oriented brand, which basically means they are not responsible for a big mark like a normal store that they sell to you directly. That means that their suits can be easily sold for 200 dollars, 95 yuan per piece. Yes, compared with target shopping, it is still an investment. But when I bought a suit shop at a lower price, I noticed that summersalt only lasted longer. They also provide a home trial package, where you order four suits and have a six day window, trying everything at home for 15 dollars. You only pay your final deposit.)

Listen, the whole process of buying swimsuits is incredible. That’s why we try to help all our swimwear suggestions. But when we find a new brand, it will be good, will give you the confidence to support you, the summer arrival time is not too much or in the wardrobe malfunction risk, summersalt is worth seeing.