NEW YORK — The launch of swimwear from Michael Kors and Carmen Marc Valvo will likely heat up an already crowded sector that continues to see more designer entrants.
Both New York-based designers have shown a selection of swimwear in their runway shows over the years, but each of their first full swim collections will be unveiled this weekend in Miami at SwimShow 2006.
“My customer is always on her way to her next vacation,” said Michael Kors when asked why he wanted to start swimwear. “Many have second, even third homes, and they travel like crazy. What I do is sexy and sporty at the same time, and what could be a better category for that than swim?”
The Michael Kors swimwear line is produced under license by Warnaco Swim Group, a division of Warnaco Group. The first offerings are available under two labels: the signature Michael Kors collection brand and the better-priced Michael Michael Kors.
The collection line has decidedly sexy and sophisticated designs, and many pieces have jeweled attachments, such as a jade necklace or leather strap. A number of styles have hardware elements, as well as subtle logo treatments. The collection’s color palette includes subdued shades of brown and black, and animal prints, and there is a variety of silhouettes, including bikinis, tankinis and one-piece, cut-out styles.
The Michael Michael Kors swim designs have a younger feel and feature brighter hues such as turquoise and coral, as well as paisley prints. Both lines have a selection of accompanying cover-ups, including tunics and pareos.
The collection line wholesales from about $40 to $90, while the better line carries prices of $32 to $63 for one-pieces and bikinis sold as a set, and $18 to $31 for separates. The company is targeting similar distribution to stores where the Michael Kors labels are sold, said a Warnaco spokeswoman. A marketing campaign will accompany the launch in magazines in the spring. While the spokeswoman declined to give a sales projection, she said the company is planning for multimillion-dollar sales.
Carmen Marc Valvo swimwear is produced under license by Swimwear Anywhere, based in Farmingdale, N.Y. The collection will be shown at the Miami trade show and also at a runway show in Miami as part of the new 7th on Sixth swim show, called Sunglass Hut Swim Shows Miami presented by Lycra, which takes place from Saturday through next Thursday.
Related Articles
You May Also Like
Valvo, who is best known for his glamorous evening gowns, said he wanted to bring some of the feeling of his dresses to the swim arena.
“My goal is to give women a sense of confidence and glamour while they are wearing very little,” Valvo said. “These suits are not just for swim. They are lifestyle pieces that can be worn beyond the beach.”
The collection includes tankinis and one-pieces in hues such as green and brown, as well as floral prints, and a selection of cover-ups in luxury fabrics, including silk.
“Many of the suits are constructed and are designed from the inside out, similar to how the gowns are designed,” Valvo added.
The runway show will also feature a small selection of men’s swim items, marking the first time the designer has shown any men’s wear.
Wholesale prices for the line range from about $45 to $90 and distribution is targeted for such stores as Saks Fifth Avenue, Neiman Marcus, Barneys New York and Bloomingdale’s, said a Swimwear Anywhere spokesman. He declined to give sales projections, but said the line should notch sales in the “multi-millions.”