With Swim Fashion Week at Sanctuary Cove cancelled this year, Melinda Oliver and Erin O’Loughlin find out what buyers want and what they will find from Australian swimwear brands in the imminent selling season for summer 2010/11.
Watersun
Selling: From March.
Buyers searching for larger-sized swimwear will appreciate the new collection from Watersun. While the label will continue to cater for A to C cups, head of creative Craig Mahoney says it has new designs for D to F cup customers.
One-piece swimsuits have become more structured and the design team has refined fits. “Also, we’ve selected a new fabrication we believe is the best swimwear fabric on the market, with square stretch and brilliant print definition,” he says.
Vivid blue and coral tones pop up against base colours of black, white and charcoal, while stripes make a return, complemented by digital floral prints. Price points for the collection are $49 for separates, $99 for tankinis and $149 for one-pieces. Buyers can expect more mesh kaftans and sarongs from the Melbourne-based label, along with cotton dresses, tunics and shirts in block colours and prints.
Competition in the Australian swimwear industry is fierce, with established brands facing continual threat from new independent labels season upon season. From classic, fit-focused swimwear, to hip, fashion-oriented styles, designers are fighting for a niche so retail buyers order.
The selling season for summer 2010/11 has begun for some brands, with others due to start in March. Owner of Indianic Boutique in Rottnest Island, Kerilee Brindle is hoping there will be enough scope to satisfy a broad spectrum of customers.
“I am looking for fit, with labels like Jets and Seafolly, that are tried and tested for fit,” she says. “For the fashion girl looking for magazine trends, they will go for the one-pieces with cut-outs; I think frills will continue to be big as they sold well last season.”
Brindle is interested to see if digital prints will be offered. “These are quite expensive, so I didn’t buy a lot last season – but I can see it working in swimwear.”
For Active Bodies boutique in Hampton, Melbourne, co-buyer Christina Levacsics says fit and function are prime. A vast array of sizes, including larger cups, cleavage support and adaptable styles are crucial. Levacsics says separates always sell well, along with tankini styles, one-pieces with bandeau cuts, moulded singlets and bottoms that offer coverage.
“Rash vests are increasingly popular across all age groups. We are looking for slightly longer kaftans, perhaps with a split up the sides.”
For The Palms Boutique in Cronulla, Sydney, owner Anna Lutkajtis will be looking to buy one-piece fashion swimwear that can be worn as bodywear off the beach. “Last season Seventh Wonderland did a great one piece called Romance, which was a sell out. I hope to see more original prints and colours that are good against the skin.” Now let’s see what the designers have planned for the season...
2 Chillies
Selling: From mid-February to April.
1950s holiday destinations including Palm Springs, Kokomo and Vegas are the inspiration behind the 2 Chillies collection. Head designer Suzanne Christie says vintage styles feature tropical Hawaiian, animal and Pucci-like prints. Bright pink, purple, green and blue tones are mixed in with neutrals.
“We’ve worked really hard on developing a laser cut and we’ve trimmed it with laser-cut frills,” she says. “It’s really pretty and feminine.” New shapes in the collection include a balconette underwire bra top and Brazilian pant, as well as banded, frilled bottoms. New trims include lycra broderie anglaise and glass beading.
2 Chillies staples such as bandeau tops, frilled separates and one-pieces are always offered. Price points range from $39 to $90. Beach apparel includes kaftans, maxi dresses, shorts and tops, available in sizes eight to 14.
Flamingo Sands
Selling: From mid-February to April.
In its sixth year, Flamingo Sands has created 13 new print options for the coming season. Nautical, lollies, flamingo sunsets, paisleys, tropical flowers, sea shells, checkerboards, butterflies and ditsy florals are all offered. Purple, jade green, hot pink and mint are key colours. For the first time co-designers Nicky Roswell and Jane Hages have added separates to the range, along with skirted bottoms, fringed one-pieces, unusual frill detailing and fixed halter tops.
“Our signature triangle bikini is always a winner,” says Roswell. Glamour is injected with jewel-embellished silk kaftans, while practical style comes from oversized rayon beach cover-ups. Price points start at $100 for a bikini to $400 for resort wear. The Melbourne-based brand is stocked in 120 stores.
Seventh Wonderland
Selling: From March.
One-piece swimsuits with delicate cut-outs are signature to Seventh Wonderland’s collection, along with underwear-inspired styles. Directors Carlos Aviles and Bonnie Coumbe have also introduced separates for the season and have grown the apparel offer. “Strengthening our beach-to-bar styling is something we feel is important,” says Aviles.
Prime colours include bright to smoky blues, lilacs, apricots, warm skin tones and steely silvers. “We’ve been working with digital prints, so you’ll see a kaleidoscope of prints and colours,” says Coumbe. Prices range from $179 to $280.
It’s the second season for the Sydney-based brand and this year it has introduced a high summer option. It has secured 40 Australian stockists and 30 international boutiques. A US press and sales office has been appointed and the brand is also in talks with distributors in Europe.
Speedo
Selling: from February.
Designers for iconic swimwear brand Speedo have created three stories for the season. Outdoor water landscapes, updated retro designs and theatrical pastimes all make their mark for women, with retail price points ranging from $35 to $140. Separates have a 1950s influence, with high-waisted briefs and constructed bra tops.
Patterns are also vintage-inspired with the inclusion of polka dots, stripes and florals. The collection is underpinned by a black and soot palette, with muted highlights of coral, red, green and blue. Speedo also produces a range of beach apparel, with a tunic accessorised with pom poms a signature piece.
Lisa Blue
Selling: At the BusinessGC Swim 2010 in March.
Byron Bay swimwear designer Lisa Burke has embraced nature and Aboriginal art as inspiration, along with European glamour. Two key stories are inspired by artist Rosie Miller of the Mirning (Whale) Tribe. The first, ‘Mother Earth’, embraces earthy tones, white, ochre and turquoise shades. The second, ‘Dolphin Song’, resembles a dot dolphin painting with bright blues, pinks and greens. Other themes include ‘Sirens’, which draws on traditional European art and a ‘Princess of Whales’ story with French lace in black, white and magenta. Bikinis, one-pieces and cut-out styles are offered, which are made in Australia using Italian fabrics. Prices range from $140 to $200. The label has 23 stockists.
Kooey Swimwear Australia
Selling: From February.
Unique Aboriginal art prints are a key point of difference for Kooey’s collection. Director Nikki Silverthorne says the prints, by painter Anne Hanning Kngwarreye, reflect the colours and creatures of the Ningaloo Reef off Western Australia.
Oceanic blues, purples and greens stand out against white or black backgrounds. “With the one-piece making a big comeback we’ve introduced one-pieces that are classic cuts rather than the more edgy cut-outs we’ve previously used,” she says.
Frills offer a feminine touch, while board shorts have been introduced for men. Resort wear includes kaftans, beach pants, shorts and a handful of dresses. Retail prices start at $100 for a bikini to $180 for a detailed one-piece. The brand intends to expand into South America, Europe and the Middle East. It launched into the US last year and has 15 stockists.
White Sands
Selling: Rosemount Australian Fashion Week in May.
After picking up 30 new stockists over the past year, White Sands designer Leah Madden is optimistic about summer 2010/11. Brisbane-based Madden has created both high-waisted, low-legged vintage-inspired styles and 1980s skimpy high-cut looks to attract buyers’ eyes.
She says an aquatic theme features ‘Atlantis’-inspired looks alongside crisp, nautical pieces. Coral and aqua shades, delicate florals and rope prints are key. Boosting the offer are resort styles with glamorous silk dresses. Retail prices span from $189 for swimwear to $200 for resort wear. The label has recently appointed a public relations and sales agent in the US to facilitate international growth. “We will open a flagship store on the Gold Coast later this year,” she says.
April Marie Swimwear
Selling: From February at Fashion Exposed Trade Fair, Sydney.
Photographic prints of leopards, tigers, snakes, tropical fish, peacock feathers and giraffes all grace the new April Marie Swimwear collection. Imagery of Australian landscapes by artist Ken Duncan also appear, shown off on strapless one-piece suits with in-built cup support. Director April Hewat says princess-cut maillots and plunging necklines are offered, along with beach wear such as wraps, lycra skirts and strappy
tie-up tops.
Seafolly
Selling: From March.
Seafolly’s summer preview range captures multiple themes such as Carnaby, Portofino and Beatnik, with both high fashion and classic looks available. Head designer Genelle Walkom says bold colours, block shapes and strong patterns are all featured.
“Sultry Thai pink is this season’s top catwalk colour, with a splash of black and white,” she says. “Thai pink will continue through to summer with the introduction of a gelato palette.” Dramatic floral prints and retro bold stripes appear, while kaftans and block-coloured sarongs are livened up with pom pom edging. Prices range from $40 for bikini bottoms to over $100 for one-pieces. The 35-year-old brand has over 300 stockists.