LONDON — Evarae, a new resortwear label, is entering the market with the launch of an e-commerce site.
Founded by Georgia Thompson, the brand aims to tap into the luxury end of the swim and resortwear markets by focusing on craftsmanship and fit.
The collection, which includes a range of bikinis, one-piece swimsuits and holiday wear such as printed jumpsuits, silk caftans or palazzo pants, is made in Como, Italy, using Italian or French fabrics. Thompson paid attention to details — making sure the hardware she uses is heat- and water-resistant — and creating flattering silhouettes.
“Our pieces are not just designed for young women or women who are a size ‘small’ so we made sure to include details like adjustable straps and removable cups in all our swimwear, to fit different body types,” said Thompson, who spent much of her childhood traveling with her stepfather, a yacht designer, on his work trips.
“Much of my inspiration and my love for summer comes from those trips. But the underlying message across the different collections is always craftsmanship — from the quilting, to the print placements and the metallic detailing,” added the designer, highlighting that each piece in the collection is embroidered by hand, while all caftans are made using pure silk.
“There was a time in fashion where clothes were seen as disposable, but I think that shoppers now prefer to invest in something that wouldn’t go out of style and wouldn’t fall apart.”
Prices for the new collection range from 150 pounds, or $190, for a bikini top to 730 pounds, or $929, for an embellished caftan. Thompson said the brand is aligned with other resortwear labels at the top end of the market, such as Lisa Marie Fernandez and Camilla. It also offers more accessible entry-level prices.
Highlights in the collection include bikinis with metal-embellished cutouts, monochrome one-pieces with quilted panels and maxidresses in tropical prints. Thompson said the collection also focuses on holiday packing solutions, with pieces that can be worn from day to evening, such as bikini tops that can double as crop tops or sheer dresses that can be worn over a bikini at the beach and updated with a slip in the evening.
The one-piece swimsuits are among the brand’s bestsellers so far.
Thompson, a Central Saint Martins design graduate, drew from her experience working for other resortwear brands such as Heidi Klein when launching her own label. She also wanted to capitalize on the growing popularity for travel.
“I could foresee a great business model built around the wanderlust experience, everybody wants to travel nowadays and everything is Instagrammed,” Thompson said.
She plans to expand the brand to include travel goods and leisurewear in the next year, and later plans to add ready-to-wear to her offer.
The brand was introduced to wholesale during Miami Swim Week earlier this year, where it quickly garnered a range of stockists including Avenue 32, Four Seasons Resorts and Moda Operandi, where it was stocked as part of a resortwear-focused trunk show.
The official launch alongside that of e-commerce was timed to coincide with the period running up to Christmas, when demand for resortwear is particularly high, with customers traveling to warm climates for the holiday season.
Thompson said that as the brand grows she aims to maintain a balance between working with retailers and selling through the company’s own channels.
“There’s constant growth in e-commerce, year-on-year more people are shopping online and they expect things quickly. Also for us as a business it’s a more financially viable option, as we lose margins when we sell at wholesale,” the designer said. “But people still want to see things up close and having presence in key retailers is important for brand awareness and credibility.”
Among the brand’s immediate plans is to start working with digital influencers to increase awareness and a project with London-based luxury property developers Embassy Gardens.