LOU Dives In ~2017 Swimwear Launch

April 14, 2017


Helmut Newton 1973 fashion photography on Lingerie BriefsHelmut Newton 1973

I love LOU Lingerie. To me this eponymous brand captures the rhapsody of French lingerie, each piece its own poetic melody. I am thrilled that the design direction has turned back to its heritage for creative inspiration. They have re-birthed their eccentric, modern intimates with their trademark design details. Now, for spring 2017, LOU  brings their unique aesthetic to the swimwear market, launching a collection of luxury bathing suits that are both casual as well as sleek. I chose stripes to tell their story because nothing says comfortable chic quite as well to me. They have been part of the nautical vernacular for time ad infinitum, a critical element of beach fashion. No matter where your swim destination: Palm Beach, Biarritz, South Hampton, the Caribbean, here in Cabo; one could go on, stripes make a bold, clean statement, worthy of these styles.

Ralph Lauren Home and Lou Lingerie Istres Swimsuit on Lingerie BRiefs

Back in my better swimwear days, it was the maillot that sang to me; a clean understatement that served its purpose at the beach, in the lake and swimming laps in a pool. These, shown here, are available in S-XXL, and remind me of those simple, beautifully cut suits in soft but resilient fabrics that supported my active water life.  I was never a two piece lover, but LOU’s halter and wired tops; 32-42, B-D cups combined with S-L bikinis or briefs are perfect for the sun seeking traveler.  A stroke of color, a pleasing shape and quiet technicalities; LOU floats back to the top.

Lou Lingerie Istres bikini and Palm Beach scene on Lingerie Briefs

Deauville Maillot bathing suit from Lou Lingerie on Lingerie Briefs

Lou Hayres swim maillot and striped beach tents on Lingerie Briefs



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Swim Briefs


Contributing Authors

Ellen Lewis, Publisher of Lingerie Briefs: My merchant’s curiosity has taken me on a swimwear journey from the Miami Swim show to many shops whose robust businesses claim between 10 – 20% generated from swimwear. We began this swim column in order to highlight this potential. My research has led me to a very interesting conclusion: Swimwear is a fit business parallel to Intimates, but Swim stores and Bra Fitting stores approach the process in very different ways. Fit is priority, absolutely, in both venues, but the similarity really stops there.
Kimberly Berger is the founder/owner of Lion’s Lair Boutique Located in Islamorada in the Florida Keys. Established in 1996, Lion’s Lair Boutique has become paradise for the well-endowed and hard to fit woman. Specializing in larger cup sizes and plus sizes, Lion’s Lair offers the largest selection of cup sized swimwear, lingerie and clothing in the United States, quite possibly the world. Kimberly and her staff were the first to introduce the ‘swim bra’, an underwire garment that is designed to be worn under a tankini shell. The ‘swim bra’ offers the larger cup customer the same support as a bra but is made out of fabrics designed to get wet. Kimberly shared the concept with the designers at Eveden and shortly thereafter Elomi Swimwear was born. Designers from all over the world come to visit and consult with Kimberly and her staff who have truly become the voice of the consumer. It has become a destination store to woman seeking hard to find sizes, and an exceptional shopping experience.