Gottex will launch a contemporary swimwear brand for spring called Profile Blush by Gottex.
Designed by Michal Weinberg, the new lifestyle label is aimed at Millennials who want contemporary, fashion-forward swimwear in the D, E and F cup range. Similar to Gottex’s hallmark collections, the new brand will focus on striking signature prints, a bold color palette, and details such as shirring, ruffles, and crochet, rope trim and flutter effects. A variety of support options include underwire, removable cups bra tops, and double-tunnel, cross-back treatments.
The collection will feature a range of separates including classic bandeau and tankini tops, flyaway flutter tops, bustiers, triangle-shape bras tops, Lycra-layered skirts, banded pants and rompers, as well as a range of bikini bottoms.
“For more than 50 years, Gottex has been synonymous with high-fashion swimwear. Now fit-conscious women with a fuller cup can wear fashionable swimwear as well,” said Linda Sassoon, president of Gottex North America.
Sassoon would not give a first-year wholesale sales projection, but said “100,000 units have been cut for spring.” Suggested retail will be $68 to $88 for tops, $38 to $58 for bottoms and cover-ups will be priced from $88 to $98.
“Retailers came to me saying this [larger cup size] area for consumers who have a contemporary taste level was not being addressed. A lot of stores are on board including Anything but Water, Aqua Beach, Nordstrom and Lord & Taylor,” said Sassoon.
The number-one booking group is Anastasia, rendered in a Provencal-inspired print of bright pink and coral.