By ASI EFROS
In an exclusive interview with Lingerie Briefs Magazine, Alexandra Classen, founder of GirlsMustHave Swimwear, shares the inspiring story behind her brand and its unique approach to empowering women through thoughtful design.
Q: Can you please share a few words about yourself?
I’m half Swiss, half Mexican, born in New York, and currently living in Switzerland. I love Europe very much, but I also love returning to the States, to be honest. I studied art and photography in Zurich but pivoted into modeling, working in Paris and Milan for almost 10 years. I got married at the age of 25, and at the time, my husband was working in Singapore. I continued my modeling career in Hong Kong and Singapore, traveling the world with him.
Q: When was the brand founded?
GirlsMustHave Swimwear was launched in 2023! We wanted to create a stylish swimwear line that not only looks great but also features a special pocket design to accommodate prostheses for those who need it.
Q: Was there an event that prompted you to launch your brand?
I never woke up thinking I was going to design bathing suits. After my breast surgery to remove a cyst, something went wrong. I developed an infection and had to have one breast removed. After spending a month in the hospital, I remember it was summer, and we had rented a house. I realized that if I had to wear a medical bathing suit, everyone would be wondering why, and I didn’t want to talk about it. I was already going through a traumatic experience. So I came up with a solution for myself using a prosthesis. Most people don’t realize how large a prosthesis is — it’s the size of a breast and has a certain weight. It’s not just normal padding. During that time, I realized there was nothing on the market, so I had to create something myself. And that’s how the idea was born.
Q: Can you define the core values of your brand?
It’s a passion for fashion with compassion. Our collection is elegant and very feminine. I’m fortunate now to have a great team of experienced people. My commercial director comes with 17 years of experience working for luxury brands like Eres and she knows a lot of people. I think there are so many brands on the market but not many brands like my brand, which has a purpose.
Q: Where do you find inspiration for your creative process?
As I travel to different places, I can’t help but admire the beauty of women all around me. I also think it has to do with my age — I’m 54 now. With more life experience, we gain more friends, responsibilities, and wisdom. I think everyone knows someone who has been touched by breast cancer.
Q: Where is the collection crafted?
It’s lovingly made by a well-known family-owned company in Como, Italy. I was fortunate to find a producer in Italy who understood and believed in my story. He works for big brands like Max Mara and Saint Laurent, so it was really special that he took the time to bring my vision to life, something I had been working on that summer 3 years earlier.
Q: What materials are used and why?
We use only high-quality Italian fabrics that stretch to fit perfectly on every woman. All models come with double lining, and none of our bathing suits have wires to protect sensitive skin.
Q: What are your bestsellers, and what do your customers love about them?
Our must-have styles include Angela, a ruffle-trimmed bustier one-piece swimsuit, and Raquel, a bandeau swimsuit with a stunning bow detail, available in black, green, pink hues, and a metallic stripe pattern. These iconic models exude elegance and sophistication. All styles range from XS to XXL.
Q: What have been your major learnings since the inception of the brand?
Every single day brings new opportunities for growth and learning, especially in design, logistics, and e-commerce. However, the most rewarding challenge has been finding like-minded individuals who share my passion and drive.
Q: Can you say a few words about the GirlsMustHave customers?
Our customers are sophisticated individuals between the ages of 25 and 55, seeking unique shapes and designs in their swimsuits.
Q: Where can customers buy your collection?
Starting next year, we’ll be available at Le Bon Marché in Paris and KaDeWe in Berlin. Many stores are showing interest in carrying our collection for Spring/Summer 2025. Our styles are also available on our website girlsmusthave.com.
Q: What is working for the brand at the moment, and where do you see GirlsMustHave in the future?
I think we’re going to continue pushing in the direction of elegant swimwear designed for all women, especially those who’ve undergone breast surgery and want to remain fashionable. Our focus is clear, and we see GirlsMustHave becoming one of the top brands in the high-end swimwear market.
For more on this inspiring brand and to explore swim must-haves that elevate your style and spirit, visit https://girlsmusthave.com or follow @girlsmusthave_swimwear.
Contact:
Alexandra Classen, Founder GirlsMustHave
Email: alexandra@girlsmusthave.com
