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High Moments ~ Freya Swimwear

May 16, 2017

By ELLEN LEWIS

Freya Swimwear on Lingerie Briefs

Writing today’s blog presented me with a challenge. I really wanted to due diligence on the Freya Spring 17 swim collection. But since the Eveden brands, of which Freya claims a robust residency, deliver every month; and because I have a personal obsession with visual merchandising, even on-line, I found myself with a choice dilemma. I had to make a decision on what to showcase here, their sleek, solid and stripe swimsuits that appeal to my east coast (New York) taste for black and blue, or the explosion of colors and prints that fit right into the Cabo San Lucas seascape. Medano Beach, one mile from my house, is a destination for families, food, water sports, music, shopping and a modicum of mayhem. Cruise ships, sometimes 2 or 3 at a time anchor in the harbor, tourist tenders running back and forth to the world renowned Marina. People watching is part of the process. Life flows, sometimes enhanced by the all-day happy hours that punctuate the shoreline.  The sun shines brighter here, the air is hotter and the attitude more relaxed. Everyone is in the moment. These bathing suits, a juxtaposition of pattern, hue and comfortable fit segue flawlessly into this seductive culture. Available up to a K cup and XXL bottom, these styles are, for me, the best parable for this place in this time.

Freya Swimwear on Lingerie Briefs

Freya Swimwear on Lingerie Briefs

Freya Swimwear on Lingerie Briefs

Freya Swimwear on Lingerie Briefs

Freya Swimwear on Lingerie Briefs

Freya Swimwear on Lingerie Briefs

Freya Swimwear on Lingerie Briefs

“Why Not Just Live In the Moment, Especially If It Has a Good Beat?” ~Goldie Hawn

 

 
COMMENTS
1
  1. Bob Foster Tuesday - 16 / 05 / 2017 Reply
    Ellen, Excellent article ...Beautiful presentation... Bob

Swim Briefs

 
 

SWIM BRIEFS
Contributing Authors

 
ELLEN LEWIS
 
KIMBERLY BERGER
 
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.