Picture Organic Clothing S/S 2022 Women’s Swimwear Preview
Retail Buyers Guide: Women’s Swimwear S/S 2022 Retail Buyer’s Guide
Brand: Picture Organic Clothing
Interviewee: Marion Bertrand, Outerwear, Activewear and Surfwear Product Manager
What are the key industry trends in women’s swimwear and how are you implementing them in your SS22 collection?
For the SS22 season, we are launching a complete line of one-pieces, bikinis, boardshorts and long sleeves one-piece swimsuits for active days in the water. The key trends in women’s swimwear that we have chosen to develop are mix & match, retro styles and terracotta colours and bright prints inspired by nature.
What were your best sellers in SS21?
The CURVING SWIMSUIT is our SS21 best seller. Made of Econyl® recycled nylon, the Curving Swimsuit offers stretch, comfort and excellent coverage during long surf sessions. Swell enthusiasts appreciate the anti-irritation seams and lycra zones where needed for unsurpassed freedom of movement when paddling. This one-piece is chlorine, sun cream and oil resistant and benefits from an anti-UVPF 50. And what makes the success of this swimsuit is its retro look, its high waist and its modern and colourful print-block design.
What have been the major inspirations behind the designs in the SS22 range?
Our SS22 swim range is entirely eco-designed and the new colours and prints have been inspired by the natural elements that we must preserve and have “survival” connotations. The details have been designed to make the practice of sports in the water as comfortable as possible.
What colour palettes and prints will we find in your SS22 range? Any crossovers from other brand product categories?
A terracotta palette with a feminine faded rose and 2 strings picture, our brand DNA: Chamarel a watercolour landscape inspired by the Chamarel region in Mauritius and Algae – as a part of our surroundings, Algae being an endless source of inspiration that we need to preserve.
These colours and prints are shared on several ranges of our SS22 collection, from streetwear, activewear to accessories for effective and impactful cross-merchandising.
What silhouettes are you featuring in your SS22 collection?
DYANE SWIMSUIT – Dark blue: a printed long sleeve UPF 50 One Piece Swimsuit
NANOE SWIMSUIT – Chamarel: a new printed one-piece swimsuit
CLOVE BRALETTE TOP – Chamarel: a new printed bralette bikini to
ANISE BOTTOMS – Faded rose: a new regular bikini bottoms
In terms of performance, what materials and construction techniques are you using? Are you implementing new ones in the SS22 range?
The full SS22 swimwear range is using Vita fabric by Carvico, a sustainable techno-fabric, made of a ECONYL® regenerated Nylon, hyper-resistant fabric, thin, elegant, stretch, soft and breathable. It is twice as resistant to chlorine, sun creams and oils as competitors’ fabrics. Our swimsuits are lined with a soft and sheathing lining, they have removable cups, the cutlines have been worked for perfect freedom of movement and all our seams are anti-irritation.
What efforts are you making towards sustainability?
Our entire SURF range is designed with sustainability at the heart of our development. We choose recycled, bio-sourced, renewable materials and work with Fair Trade factories to keep our environmental impact low, and to fight against global warming
Any exciting marketing campaigns for your SS22 collection? When will it be launched?
The marketing campaign is being shot in a beautiful, summery and preserved place. And under the main theme of survival. More to come… We plan to launch the collection in March 2022.
What kind of support are you offering your retailers for your SS22 collection?
We will offer a dedicated POP and packaging to our retailers to support our new swimwear launch (as well as video and photo action + lifestyle content).
Have your retailers suffered the loss of sales due to the pandemic? How have you addressed this issue?
The period is really complicated by lack of visibility, we are facing a lack of stock turn over and this is affecting sell in orders. Brands manage small product takeovers to implement novelty. The global destock market is exploding. It will take several years to clear the stocks. The majors estimate a return to normal in 2023/2024.
NANOE SWIMSUIT Chamarel: While minimal, girls will love the support and feminine fit of the NANOE one-piece swimsuit. It is made of the technical and sustainable fabric Carvico Vita that ensures an excellent stretch, softness, durability and resistance to creams and sun oils while offering UPF50 protection. This printed swimsuit is fully lined with a soft stretch lining and has removable cups. Its elegant cut with high leg line and a scooped neckline with press studs make it a fashionable piece.
CLOVE BRALETTE TOP Chamarel: Step out in confidence and style this summer with the new CLOVE bralette bikini top. Whether you’re looking for comfort or coverage, the CLOVE bralette will suit your shape and style making it the perfect choice for more active days by the water. It is made of the technical and sustainable fabric Carvico Vita that ensures an excellent stretch, softness, durability and resistance to creams and sun oils while offering UPF50 protection. This printed bikini top is fully lined with a soft stretch lining, has removable cups and a back closure.
ANISE BOTTOMS Faded rose: ANISE bikini bottoms are a must-have swimwear piece featuring minimal styling crafted from sustainable fabric Carvico Vita made with Econyl recycled nylon. The fabric ensures an excellent stretch, softness, durability and resistance to creams and sun oils while offering UPF50 protection. This bikini bottom offers classic shape and coverage, and match perfectly with the CLOVE bralette bikini top in Chamarel print.