Jul 16, 2018 | By Louise Squire
Given the relatively mild winter-to-spring-to-summer transition in New York City, swim season seemed to sneak up on us when temperatures and humidity levels soared over Memorial Day weekend. So excuse us while we play a little catch-up on all the swim goings-on around the world.
First up: Sydney. The first major swim event of the year, Sydney Fashion Week brings a youthful energy to the scene, particularly providing key direction for Juniors and Contemporary. This season, buzz brands We Are Handsome and Oroton showed for the first time, invigorating the category with vibrant prints and inventive styling. Discover the key swim trends here and our “best of” picks here.
Brazil’s fashion weeks are among the most forward, original and underrated in the world. Fashion Rio just wrapped up, setting the stage for São Paulo Fashion Week next week. Before that happens, we’ll also be covering the big trade show for swim and intimates, Salão Moda Brasil. The region is already off to a roaring start for swimwear, with brands like Salinas, Victor Dzenk and Cia Maritima exhibiting a great deal of innovation on the runways. The standout of the week, however, was Blue Man, who celebrated their 40-year anniversary. In four decades, the brand has not missed a step, continually pushing the category with their bold, out-of-the-box designs. To celebrate, Blue Man revisited their formative years (or decades) with 80s-inspired silhouettes and kitschy prints of 70s-era celebrities. Watch out, São Paulo!
Next stop: Saint-Tropez. The Stylesight team is gearing up for our annual trip to the glamorous resort environs of the French Riviera to snap the best of beach glitteratti and retail. High on our must-see list is the Pantone Beachwear shop, which is set to open later this month. The collection is comprised of four styles for men and one for women, in 34 color combinations, including color of the year Tangerine Tango. The interiors designed by Humbert & Poyer will be appropriately modeled after the iconic Rubik’s Cube. We cannot wait to figure this color-coded puzzle out.
In other swim-related news, our compilation of the coolest swimwear ad campaigns of the season recently went live. From the Zen minimalism of Hermès to the jet-set hedonism of American Apparel, our picks perfectly conveyed the relaxed, freewheeling ethos of the season in their own way and thoroughly whetted our appetites for some wet, hot summer fun.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.