Swimwear’s an interesting kettle of fish. Like lingerie, it can be done so tragically. So, so tragically. I, for one, am completely biased (though I’m sure most of you would agree) in my thinking that Australian swimwear labels rule the world in terms of strong branding, support, fabrication, and beautiful design. Zimmermann is an obvious one. Triangl, another. Duskii, Bec & Bridge, Seafolly, Ephemera, We Are Handsome the list goes on – and for this strength alone, I’m glad that Australian Fashion Week has shifted its time on the global schedule to own the Resort season. There are few strong American bikinis and wetsuits here and there by way of Lisa Marie Fernandez, Static, Mikoh, and Marysia, say, but on the most part, beyond Aussie shores, there’s too much blingy hardware, too many tassels, clashing prints, metallic (lurex – lurex), creepy crochet monokinis of yesteryear, and can we seriously be done with that 2000s halter-neck?
In the grand scheme of bikini babes from Down Under, her. is a relatively new kid on the block. And yet, I guess that their strength plays to the fact that their pieces are not really about bikini babes at all. It’s just your baseline one pieces and two pieces that are foolproof, timeless, well cut, well coloured, and every magazine/e-commerce newsletter’s dream incarnation of ‘Summer Essential’. That’s what it is, really – the white-tees and easy jeans of the swim world.
I really enjoyed shooting their first collection campaign down at Clovelly last season, so it was great to take a slightly different, more muted, slightly 70s direction in a dreamy home somewhere on the North Shore, one sunny September day when it was probably still too cold for poor Louise to be in a bikini – and yet, here she is: a big-haired, big-eyed, mimosa-in-the-backyard-for-breakfast babe, staring into your soul, and photosynthesising the long Summer days away.
I need to be doing that. Teach me your ways, LVdV.
SOURCE: Shine By Three – Read entire story here.