NEW YORK — Club Med has tapped Brazilian designer Amir Slama of Rosa Cha to create a cobranded swim and resort collection, the first time the resort giant has teamed with a fashion firm.
The looks will include a variety of swimwear and cover-ups for men and women, as well as flip-flops and sarongs. Some of the styles incorporate Club Med’s logo, while others have bold prints and bright colors inspired by tropical locales.
“Rosa Cha is well known for its use of fun and color, and the brand embodies the spirit of Club Med,” said Mark Wiser, vice president of marketing for Club Med. He added that the collaboration is a “big initiative” for the company, and may be the start for other licensing deals with fashion firms.
The line, called Rosa Cha for Club Med, will be feted at an event tonight at the Boylan Studios in New York.
Prices are being determined, but the products will likely sell for less than $100, Wiser said.
The French company operates more than 100 resorts and plans to test the swimwear in some of its retail locations this winter, with plans to roll it out to more resorts and also potentially wholesale the line, Wiser said.
While Club Med is known for its all-inclusive packages that cover the costs of food, drinks and activities, the items sold at its on-site stores are purchased with cash or a credit card. In addition to sundries and Club Med merchandise, the stores also sell a selection of branded products from labels such as Puma and Quiksilver, Wiser said.
Slama, meanwhile, has been busy these days. The designer, known for his sexy but well-crafted suits, staged a runway presentation in New York last week with a catwalk turn by Naomi Campbell and a last-minute entrance from Usher. Included in the presentation were looks from his line with Speedo, which is in its second season.
“Beachwear now is for more than a swimming pool or a beach,” Slama said in an interview. “People like to dress relaxed wherever they are.”