retail buyer’s guide
RETAIL BUYER’S GUIDE
W O M E N ’ S S W I M W E A R S S 22
HURLEY
Water sports fandom has increased by the day since the pandemic started. Many are women who need reliable yet feminine swimwear to dress their adventures. If there ever was a time for surf swimwear brands to reach further, this is it. By Rocio Enriquez.
Yes, women are hitting the beaches in numbers, and not to sunbathe and splash around. They are surfing or paddle boarding, amongst other activities, and they want to do it with comfort and peace of mind. There is also increased empathy towards other women and the environment that pushes body inclusivity and sustainability. This mentality is driving the product development of women’s swimwear brands. Most brands report shaping one-pieces and sporty styles as their most popular shapes last summer. Reversibility and the possibility to mix & match proved to be successful practices too. It is in these styles that brands expect the biggest growth next summer. SS22 will bring about performance focused collections with shapes to 88
‘‘Customers want to feel good, supported and sexy at the same time” Caroline Lacroix, Roxy suit all body types. We will see a lot of reversible and adjustable pieces mostly made of recycled materials. All served in looks that celebrate the ocean and the fun to be had in it. SHAPES The aim to suit every woman’s body has resulted in a very ample offering in shapes. This applies to bottoms and tops, but also to one-pieces, offered in different fit
