Swim Briefs

Maison Lejaby Spring 2020 Swimwear Collection as featured on Lingerie Briefs

In our continuing effort to share the best beach and pool wear with our readers, Maison Lejaby’s expertise in lingerie fit and development is on display here. Harking back to the golden years in Hollywood and the eternal allure of the west coast lifestyle, Maison Lejaby has created a modern swimwear collection saturated with the colors of the California landscape. Styled to capture the sleek, chic style that defines the brand’s unique French signature, these seven collections embody a timeless design ethos. One piece and two-piece bathing suits, covering sizes 32-40, B-F cups and XS-XL are previewed here for Spring 2020.

Maison Lejaby Spring 2020 Swimwear Collection as featured on Lingerie BriefsNorma Jean

Maison Lejaby Spring 2020 Swimwear Collection as featured on Lingerie BriefsSmoking

Maison Lejaby Spring 2020 Swimwear Collection as featured on Lingerie BriefsSmoking

Maison Lejaby Spring 2020 Swimwear Collection as featured on Lingerie BriefsDrape

Maison Lejaby Spring 2020 Swimwear Collection as featured on Lingerie BriefsDrape & Bayadère

Maison Lejaby Spring 2020 Swimwear Collection as featured on Lingerie Briefs

Maison Lejaby Spring 2020 Swimwear Collection as featured on Lingerie BriefsSculpt

Maison Lejaby Spring 2020 Swimwear Collection as featured on Lingerie BriefsSculpt

Norma Jean

 

 

 

 

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Spotlight On …

By ELLEN LEWIS

Anita Swimwear using Econyl fabric made from plastics as featured on Lingerie BriefsRosa Faia (with Econyl® fabric)

The retail swim season takes off this month as winter sets in and the big escape begins. I confess that I am no swimwear maven, but I have been exposed to the category during my entire Lingerie career. Swimwear shares many of the fit and function issues as innerwear, particularly bras, panties and shapewear. It’s an important category for many Intimate Apparel boutiques, because it shares the same concerns with body issues with which women often struggle. Most of the brands featured here are experts in foundations engineering and are already ensconced in a retailer’s inventory. If a store’s Open to Buy can handle this category, it provides an excellent channel of business as they build brand equity in their shops. Boutiques such as Sylenes in Washington, Town Shop in New York and Lions’ Lair in Florida prove my point.… ...Read more


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Parfait Swimwear, Vivien to piece bathing suit as featured on Lingerie Briefs

One thing I really appreciate about the Parfait brand is the intensity of due diligence they have done since they launched in 2010. A successful foray into large cup, plus size intimates (up to a K cup, UK sizing) in which construction details and fit issues can make or break a business, has enabled their new Aqua Swimwear initiative. The swimsuits and cover-ups are trendy statements engineered for a curvy woman who needs bathing suits with full on bra support and comfort. Launching at retail for Spring 2020 four star turning collections: Rita, Vivian, Lauren and Brigitte offer styles available from S-4XL and 32-42, C-G cups (UK sizing). Luscious color palettes, effective detailing and subtle shaping result in beachwear worthy of any sea or pool side resort.

Rita is a vintage inspired statement channeling old Hollywood fitting 32-40, D-G, S-4XL in dream blue, cherry and black.… ...Read more


Spotlight On …

By KIMBERLY BERGER

Elomi swimwear as featured on Lingerie BriefsElomi

It’s buying season for the swimwear industry and I have been on the go since July. The Swim Show in Miami, MAGIC and Curve in Las Vegas and Surf Expo in Orlando all provide an opportunity to preview what is new for the coming season and I attend them all. The swimwear trends for 2020 are a celebration of the natural beauty of Mother Nature and make promises to lessen our impact on the environment.

Fantasie swimwear as featured on Lingerie BriefsFantasie

Fabrics created with recycled plastics are trending in the industry. Fantasie’s Manila collection is crafted using Q-NOVA yarn that is spun from waste materials produced by Italy’s textile industry, while their Bonito collection features a fabric by SEAQUAL that collaborates with fisherman to remove and recycle plastics from our oceans.  Rosa Faia introduces two new models to the Eco Rosa line.… ...Read more


Spotlight On …

By ELLEN LEWIS

Skin Swimwear 2020 as featured at Curve NY on Lingerie BriefsSkin

In the past, I have interlaced swimwear impressions in the Intimate overview I post following the CurveNY show. But this market there seemed to be more brands showing beachwear warranting more discussion about the category. Swimwear is a natural segue from the lingerie channel: there are similarities in fabrics, fit, and now function. Swimwear is experiencing the same crossover effect as Intimate Apparel, not only in women’s wardrobes but also in the talent that creates it.  Considered a predominantly seasonal business, its lifespan has expanded in recent years, occupying floor space year round in some retail stores. I, for one, am floored by the number of swim and beachwear stores as compared to lingerie shops in warm weather climates. Beach design has always been a source of lingerie inspiration.

Maison Lejaby Swimwear 2020 as featured at Curve NY on Lingerie BriefsMaison Lejaby

There were some definite statements, parallel messages to those revealed in the Lingerie selections: the intention of yellow, spicy shades  touched by brights, of course black and pale pastels as a counterbalance.… ...Read more


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