Interviewee: Marie Azam, Brand Manager Rhythm Europe
What are the key industry trends in women’s swimwear for SS21 and how are you implementing them in your SS21 collection?
One pieces are still a major trend for all kinds of girls and bodies. Rhythm plays with versatility for our one pieces, designed as a swimsuit but also to be upstyled as a body suit when paired back with relaxed bottoms or denim.
More and more girls are enjoying water sports so sporty shapes for surf, stand-up paddle, swimming etc. are increasing in the majority of ranges. Rhythm offers a long sleeve onepiece with backside zip and a boyleg Surf short designed for the activity-based beach goers, for the lady sliders.
With a global trend of bodypositivy, Rhythm offers a large range of shapes, we’ve increased the styles suitable for larger cups up to DD cups. From the high-cut or hipster for the sun lovers to the high waist or regular bottom, all girls can find a bikini or a one piece that suits their body type and makes them feel great!
What have been the major inspirations behind the designs in the SS21 range?
With its relaxed approach to everyday life, the Rhythm Spring 21 collection intends to encapsulate the idyllic coastal lifestyle craved by our Rhythm Girls, with a range of diverse effortless silhouettes in new and exciting colour ways. Our collection has 3 key merchandise stories:
For the fashionable natural born entertainer, who participates regularly in ocean-side social activities: a range of feminine shapes, elegant details in peachy corals, tonal sand and white prints.
For the the adventurer, a free spirited girl who dresses to be noticed. This capsule takes you on a journey through terracotta buildings and Moroccan spice markets with trendy shapes, powerfull prints in rich spicy colours of plums and bold oranges.
For the dreamers and the old souls, dreaming of mid week escapes with quiet coastlines, a car full of friends and her film camera. A line full of feminine silhouette, in an eclectic mix of soft pastel hues and delicate jacquard fabrics.
How has Covid-19 affected your SS21 sell-in plans?(Delays, Range cancellations, carry-over)
We suffered as many brands did from some delays in the samples delivery. The range has been resized a little to focus on strong product, balancing commercial and fresh and bold new items.
The big highlight of the season is the introduction of a Classics collection in the range with classic style, timeless design and authentic to Rhythm
What style/shape of swimwear is most popular in your range?
One pieces are winning the top of the ranking, but two-piece bikinis still remain very strong, especially our bralettes that are strong sellers season after season. We’ve increased the offer of underwire pieces, in both bikini tops and one-pieces, following the strong trend of the 90’s beachwear and enabling larger cups to find a good support even in very trendy and stylish swimwear.
In terms of performance, what materials and construction techniques are you working? Are you implementing new ones in the SS21 range?
Our main material is our nylon/spandex, in plain or textured fabrics. In terms of technical details, all of our straps and padding are removable. We also add a hidden underwire bandeau top for a seamless finish.
What colour palettes and prints will we find in your SS21 range? Any crossovers from other brand product categories?
The merchandise stories and color palette (in question 2) are aligned with the apparel line.
What efforts are you making towards sustainability?
If there’s a more considered way that contributes to a better world then Rhythm is committed to taking the right steps such as an eco-friendly swimwear offering, designed using Econyl®, a breakthrough material gathered from waste found in our oceans such as fishing nets, fabric scraps and industrial plastics.
We ensure a considered experience for the earth from start to finish with our new biodegradable packaging sold with each of our eco-friendly garments.
What kind of support are you offering your retailers?
Seasonal POP, gift for purchase program, share communication on social media etc..