Swim Briefs


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.… Read More

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).… Read More


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.… Read More


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.… Read More


Alawa Swim and Beachwear on Lingerie Briefs

It truly is a pleasure to discover a brand run by a team that is filled with passion for what they create and who they create for.  I immediately felt this way when learning more about Madrid-based swimwear label Alawa.  Creating elegant swimwear is at the heart of this label’s essence, following Dostoyevsky’s concept of “beauty that will save the world” as their mantra.

There is no shortage of elegant details in Alawa’s current Spring/Summer 2019 season.  Haute couture elements are intentionally incorporated into many of the designs with the goal of inserting elegance into the everyday. … Read More


Marysia Swmwear & Beachwear as featured on Lingerie Briefs

I’ve been a fan of Marysia Swimwear for several years, and with beach/pool season in full-swing, it is the perfect time to finally feature the brand in our Gallery.

The current Summer 2019 collection has a dominant red, white & blue color scheme that happens to be right on theme with this week’s July 4th celebration.  When you take those colors, and mix in gingham print and scallop trims, we’re seeing something quite fun and quite frankly, all-American!

The collection featured here was actually inspired by designer Marysia Reeves’ month-long stay on Shelter Island (Long Island, NY). … Read More


Patriotism: It’s a loaded word now a day in the USA. And that’s unfortunate. Nonetheless, I have absolutely no doubt that when push comes to shove, Americans are all in. We honor our troops, respect the sacrifices and pay homage to their victories. This weekend we will celebrate a national holiday specifically named for those lost in service, Memorial Day. For our citizens, it’s the official beginning of summer and will be commemorated with parades, barbecues, boats, beaches and other family events. Sometimes, in the midst of our tendency for hype, we lose sight of purpose in our quest for pleasure.… Read More

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