InvestigationNew materials, responsible and comfortable, scalloped cuts but not too much … the swimsuit is getting a makeover. And break the thread-like codes.
Catherine Delzenne is 64 years old. A frank smile, graying hair and a firm, loose body that elegantly reveals the passage of time. She is one of the models that Alix de Moussac, founder of the lingerie and swimwear brand La Nouvelle, founded in Marseille in 2014, has chosen to embody her spring-summer 2021 collection dedicated to the beach. Thus, she proudly strikes the pose in a red one-piece model with a golden border or in an almond green bikini. She is accompanied by Alizée Priso, a young woman breaking the filiform codes to which fashion has too long accustomed us, dressed in an electric blue two-piece.
“It is important today to have a true representation of the diversity of ages and morphologies, explains Alix de Moussac. This is true both in the choice of our mannequins, and of course in the sizes that we offer. Our customers have asked us to offer more large sizes and it is now something natural for us. “
This position is part of the “body positivism” movement that has emerged in recent years, especially on social networks. A way of claiming the fact of being well in the body, whatever its morphology. And the choice of your swimsuit, a moment often experienced as an ordeal, obviously has its role to play. The young generation of designers has more often than not incorporated it into their business model.
Aimée Morand de Jouffrey, 23, launched her line of women’s swimwear in 2020, with her friend Emma Macioce, under the name of Aimante Paris. On their racks, models intended for all women, from size 34 to size 44. « We wanted our brand to be inclusive. We both have very different body types. We surveyed our mothers and our friends on Facebook to collect all the issues related to the choice of your swimsuit ”, details Aimée Morand de Jouffrey. Supported chest, indented cuts in the right place, comfortable materials, so many questions raised.
The choice of material is indeed at the heart of the renewal of the jersey. The latter must be absolutely responsible. “We mainly use recycled polyamide made from fishing nets collected from the oceans. Our packaging is also recycled and recyclable ”, specifies Aimée Morand de Jouffrey. Cleaning the oceans while manufacturing a responsible raw material, an increasingly developed practice: « Our suppliers have all got into it, in Italy and Spain in particular. They have partnerships with boats that crisscross the Mediterranean ”, details Alix de Moussac. A trend made to last according to Atika Khireddine, woman and bath buyer for Galeries Lafayette and BHV: “In one year, our offer of brands offering swimsuits made from responsible materials has almost doubled, and the phenomenon will grow. “
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