Mara Hoffman Launches Swim

Mara Hoffman develops a full swimwear line.

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Appeared In
Special Issue
WWD Swim issue 07/07/2008

While past seasons have included a sampling of bikinis and maillots, designer Mara Hoffman hasn’t had the time to develop a full swimwear collection. But this year, instead of designing her usual holiday line Hoffman turned her focus toward things she could wear on holiday.

This story first appeared in the July 7, 2008 issue of WWD.  Subscribe Today.

“I think it’s more of a passion to do swim than satin dresses, for sure,” said Hoffman, who launched a full collection of swim, cover-ups and beach bags for resort. “That kind of exotic tropical feeling is much stronger for me.”

Hoffman hopes to capture a “traveled, Seventies Africa moment” with her eight bikinis and three five-piece styles, many of them done in exotic prints designed by Hoffman and Klee Van Schoonhoven.

Chiffon dashikis and vibrant cover-ups round out the theme. As for the suits, there’s definitely a sexy tribal vibe, but Hoffman hopes she’s provided enough structure and coverage via strong spandex and exacting fit to appeal to a broad customer base.

“We kept in mind everything from the young skimpy bikini girl to the woman who just had a baby and needs a little more support,” she said, naming her one-pieces as a prime example of something “sexy and cute, but doesn’t leave you hanging out all over the place.”

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