Jordan Taylor Inc. will launch a new high-end swimwear label, Caitlin Kelly, in July at the Miami Swim Show. The collection is slated to hit stores in 2013.
This story first appeared in the March 20, 2012 issue of WWD. Subscribe Today.
Designed by Caitlin Kelly, the collection will feature one-pieces, bikinis and monokinis. Working with asymmetric and figure-flattering silhouettes, Kelly uses fabrics from Italy and Canada and will manufacture in New York.
Styles range from nautical stripes with gold Lurex lining to earthy taupe open crochet over soft black Lycra, and solids such as black, turquoise and purple with gold Lurex lining. Details include Italian grommets, lacing and gold hardware. All styles will have the logo name bar placed on the suit.
“My first season, I knew I did not want to include prints. They are very subjective and personal. I want a woman to be drawn in by the fabrics and styles, not turned off by a hot pink flower or a print that’s too daring,” said Kelly. Cover-ups range from asymmetric dresses to halter jumpers and skirted looks.
Wholesale prices will range from $150 to $250, said Kelly, who is targeting such stores as Bergdorf Goodman, Saks Fifth Avenue, Barneys New York, Henri Bendel, The Wynn Las Vegas and The Breakers in Palm Beach, Fla.
Kelly has been a swimwear designer for six years. She started her career at A.H. Schreiber Co., where she designed the swimwear line for Badgley Mischka. She then joined Aerin Rose Swimwear, a division of Jordan Taylor Resort, as head designer. At Aerin Rose, she revamped the styles and fit and developed her junior line Signature by Aerin Rose, which launched in July in Miami. After Rose left the firm, Kelly was given the opportunity to become the firm’s creative director of swimwear and then to launch her own line.
In its inaugural season, Kelly projects first-year sales of between $250,000 and $500,000. The line is being shown at 570 Fashion Avenue, Suite 404, in New York.
Jordan Taylor Inc., a resortwear company, produces several lines, including the Jordan Taylor swim collection, Elif and Elif for Jordan Taylor.