Maxim, the men’s magazine known for featuring bikini-clad women on its cover, is launching a women’s swimwear line. Conceived by editor in chief Kate Lanphear, who teamed with New York-based Onis Design Group to design the collection, the swim venture underscores the title’s recent focus on a more refined approach to sexiness and an emphasis on fashion and storytelling.

This story first appeared in the July 15, 2015 issue of WWD. Subscribe Today.

Inspired by Brigitte Bardot, the line features both boho looks with fringe, crochet and paisley details, and playful girl-next-door styles in solids, seersucker and gingham. More than 40 suits will hit the runway at Funkshion Miami Swim Week, part of the four-day swimwear event across South Beach, this Sat., July 18 at 9:30 p.m. at the SLS South Beach.

Delivering for cruise, suits will retail from $76 for separates to $320 for one-pieces and cover-ups. “We set out to create a product that is not only beautiful but will inspire confidence, which is the ultimate definition of sexiness,” Lanphear said.

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