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Shoshanna Lonstein Gruss is really into partnerships, and this time, she’s teamed with another childhood friend — Charlotte Ronson.
This story first appeared in the August 14, 2008 issue of WWD. Subscribe Today.
The two, who attended high school together at the The Nightingale-Bamford School, have joined forces on a beach line called Made With Love. Launching at retail in February, the collection includes printed women’s and girls’ bathing suits — a one-piece and several bikini styles — and matching printed beach towels and cover-ups.
“Charlotte sells my swim line in her store and I always thought it would be cute to do some of her prints on the swim,” Lonstein Gruss said.
Together, Lonstein Gruss and Ronson came up with a color story and designed new prints for the collection. The result is a tiny pink floral-printed halter bikini top (with a little girl’s version to match); a blue, pink and black bohemian floral-printed bandeau-top bikini and a multicolor ikat printed triangle-top bikini. Bikini bottoms are all sold separately, to make for easy mixing and matching. Each print also comes in a beach towel and an array of cover-ups — a tunic with crochet trim, a smocked sundress or a deep V-neck dress.
“We both love the same colors, but we have different ways to interpret them,” Ronson said. “So we are both really happy with the end result.”
Lonstein Gruss said they are targeting high-end department and specialty retailers to carry the line. Both of the designers’ logos will appear on the hangtags for the collection. Based in New York, the collection wholesales from $31 for a bikini bottom to $100 for a towel.
In addition to wholesaling the collection, Ronson said she plans to carry the line in her store in New York’s SoHo as well as in her 14 Charlotte Ronson stores in Japan. Eventually, the designers said they want to expand the collection to include other beach-appropriate items such as shoes (for which Ronson has already become well known) and beach bags.
Lonstein Gruss, who owns and operates her Shoshanna contemporary sportswear and swim line, is also a partner designer in the new Supergirl brand, which will launch for resort selling. In addition, she has an ongoing partnership with Best & Co., for which she designs a line of girls’ and boys’ swimwear.