The Aussie swimsuit brand caused a major splash in Paris this week – and Rescu. is here to bring you all the news from its success…
If you’re a swimsuit buyer in world fashion, you’ll have heard of Mode City – but most other fashionistas haven’t.
It’s the big lingerie and swimwear commercial fashion showcase held immediately after the Couture Shows in Paris every year. And this year, its starring act was Seafolly, the Aussie swimwear brand.
This wasn’t the same seven-minute-long, blink-and-it’s-over Paris show we’re all used to. Instead, Seafolly finished every single one of the seven parades at Mode City, one per day, with a ten-minute presentation of its best bikinis.
The reaction shocked even seasoned buyers – the Parisians went mad for the collection, which plays on classic shapes with modern twists like fringing and 1940s floral prints. Maillots were big, as were bright shades of purple and neon.
There were standing ovations – unheard of at a commercial show – and the world’s buyers descended in droves. Seafolly’s astonished chief executive reported that after the week they had 40 new distributors all over the world, from China to Russia.
Seafolly already has 800 stockists worldwide, but it’s now looking to make itself a worldwide force in swimwear, the go-to brand for international fashionistas in need of a bikini. It’s had further attention worldwide by snagging Namibian model Behati Prinsloo, the Victoria’s Secret star, for the latest campaign.
Seafolly also caused a stir in promoting the show, by sending models to pose on Pont Neuf in Paris as an attention-seeking strategy. Thank heavens for European summer.
Rescu. is loving the butterfly themes of the Seafolly shows- and the slick plastic visors, which we predict we’ll be seeing all over Vogue editorials come the summer issues.
Image: Seafolly’s 2012 Mode City collections.