On Thursday, November 10, 2011, Eveden brands held their Spring & Summer 2012 Swimwear Press Preview poolside at the trendy Dream Downtown Hotel which is situated on 16th Street between NYC’s Meatpacking District and Chelsea neighborhood. The Intimate Affair showcased the latest swimwear designs from Eveden’s portfolio of brands including Fantasie, Freya, Elomi, and their latest acquisition, the French label, Huit. In addition, they provided a look at the top selling intimate apparel styles in all of their brands for Spring & Summer 2012.
Anyone that knows me well knows that I am a huge fan of the brands Fantasie and Freya. I have worn Fantasie bras for years now. As a full-busted woman, it is challenging to find bras that fit and function properly. So when I first discovered Fantasie at The Wizard of Bras in Monrovia, California over fifteen years ago, I fell in love! At that time, Fantasie styles were still very traditional. They hadn’t introduced a molded foam cup yet. But they worked! So despite the classic (and mostly matronly) designs, I became a loyal customer. As the years have gone by, it has been exciting to watch Fantasie evolve. And it has been even more exciting to see the Eveden Group grow. In addition to Fantasie, the portfolio of brands now includes Fantasie’s younger sister brand Freya which was launched in 1998, Fauve which launched in 2007 and is the company’s sophisticated and glamorous high-end label (and my new favorite), full-figure brand Goddess which was acquired by the Eveden Group in 2002, Elomi, which launched in 2008 and is a contemporary brand for full-figured women, and in 2010, Eveden acquired the French luxury brand Huit.
Eveden is a leader in developing intimate apparel styles for the D+ cup woman. And now that they offer an entire family of brands, they have something for everyone! Each brand has its own individual brand identity and personality. Eveden recognizes that women come in all shapes and sizes and have varying tastes in intimate apparel. So, as a company, Eveden spends a lot of time designing and developing styles to fit into their individual brand identities. And, when developing new product, they also consider each brand’s position in the market as they are offered at different price points and are sold in different tiers in the market. The company has been around since 1920, but over the past ten to fifteen years, the Eveden Group has really emerged as a frontrunner in the design/development, merchandising, marketing and distribution of intimate apparel for full-busted and full-figure women. And they have mastered “brand loyalty” by continuing to introduce innovative designs year after year. As a consumer, I am never disappointed by the Eveden brands. I can depend on their products to fit me properly, they never sacrifice quality, and the styling suits me whether I am looking for a basic, everyday bra or a sophisticated, sexy set for a special occasion.
It’s hard enough for full-busted and full-figure women to find bras that are stylish and fit well; so you can only imagine how hard it is for us to find swimwear that makes us feel confident! As a leader in intimate apparel, it was only natural for the Eveden Group to segue into swimwear. And like their intimate apparel, the swimwear surpasses my expectations. The fabrics are high quality, the colors and prints are sophisticated yet fun and flirty, the styling is on-trend, and most importantly, the fit and functionality is incomparable. I wish I could highlight every style I saw at the poolside event on Thursday, but that would be impossible. So I am going to focus on those collections which really stood out for me.
Elomi Swimwear SS12
The most exciting news for Eveden brands this season is the introduction of a swimwear range for Elomi fans. Until now, Elomi was only offered in intimate apparel. Fans of the contemporary full-figure brand will now be treated to a collection of swimwear designed just for them. I was very impressed with the direction that the brand took in developing this collection which will launch for Summer 2012. They developed what I would call “a complete swimwear wardrobe.” This innovative approach tells me that they truly understand the needs of the full-figure consumer. The most essential piece in the wardrobe is the “swim bra.” The swim bra is designed like a bra. It has a 4-part cut-and-sew lined cup, an underwire, leotard back and adjustable straps. This forms the “foundation” for your swimwear wardrobe. They offer three coordinating bottoms including a classic brief, hi-waisted brief and skirted brief. Then, there are unconstructed tankini tops which are intended to be worn over your swim bra as “layering pieces” for those women who are seeking more modesty or want to feel more confident. In addition, they offer a kaftan which can be worn as a cover-up to complete your swim wardrobe. All pieces mix-and-match. The concept of developing a complete swimwear wardrobe which begins with your supportive swim bra is brilliant. The swim bra is bra-sized up to an HH cup and the tankinis and bottoms are dress-sized up to a size 22 US.
Freya Fever One-Piece Suit SS12
My favorite Eveden brand is Freya. Freya is a fun and flirty brand which appeals to the young contemporary consumer. My personal “everyday” bra is the Freya Deco Plunge which was introduced in 2009. The Deco range which is a basic, molded seamless bra collection was an instant hit and is still considered a wardrobe staple for full-busted women around the world. The flirty sensibility of this brand is ever-present in their 2012 swimwear collection. The colors and prints are bright and fun with an edgy vibe. Although the styles, colors and prints are flirty and fun, they still maintain a sophistication which makes Freya relatable. For 2012, they are introducing a new basics collection called Fever. This collection includes two bikini tops, four bikini bottoms, a tankini top and a one-piece suit. It is available in solid red and solid black. Details include contrast color white top stitching, buttons, plackets, collars and belts. I am at a stage in my life where I feel more comfortable in one-piece suits. But I often struggle with finding a one-piece that is stylish and somewhat sexy. I fell in love with the Fever one-piece suit which has a deep plunge neckline and a fabulous skinny belt trim to help define the waistline. I love the cover-ups that are available in Freya Swim, too. They are not your typical “mu mu” or wrap-style cover-ups. Many of them resemble sundresses and could be worn with or without swimwear underneath.
Fantasie L.A. Kaftan SS12
The best part about Freya and Fantasie swimwear is that most styles are developed with bra construction. Bikini tops include underwires and adjustable straps. And tankini tops and one-piece styles include “hidden” bra construction. They are fully constructed inside with underwires and “floating” wings and hook and eye closures. These details ensure a proper fit for full-busted and full-figure women that require supportive swimwear. The swimwear is offered in bra-sizing up to JJ cup.
Fantasie L.A. Tankini SS12
The Fantasie brand swimwear appeals to the modern missy consumer. She is a slightly more sophisticated and mature customer but is still very fashionable. Highlights include the animal print L.A. collection. And, I must mention the beautiful kaftan cover-ups which come in mini and maxi lengths.
The Huit swimwear runs up to DD cup. This brand is sexy and sophisticated with a French aesthetic. The styles are modern and sleek with clean lines. I love the Lucky collection which is available in solid colors with a bold white piping. This sophisticated and elegant collection offers four bikini tops, four bikini bottoms including an adorable retro “roller derby” style shorty, a tankini, a one-piece suit, a swim dress and a sarong.
Huit Lucky Bandeau and Shorty SS12
Overall, I am very impressed with the swimwear collections I previewed at this Intimate Affair and already have a Wish List in hand. It’s a dream come true for a full-busted girl like me to have so many options which are stylish and sophisticated…..and appropriate! No more swimwear malfunctions for me….I will no longer be embarrassing my family at The Beach Club every Summer! And I am very excited about the launch of Elomi Swim. I expect it to be hugely successful. Finally….a sophisticated swimwear wardrobe for the full-figure consumer; designed with her needs in mind.
Although the event was intended to showcase the Eveden brands’ swimwear collections, I did get a look at the top selling 2012 intimate apparel styles for Fantasie, Freya, Fauve, Elomi, Goddess and Huit. Here are a few items you must take a look at:
Fantasie Rebecca UW Molded Bra and High-Waisted Brief in Nude
Fantasie’s new basic collection, Rebecca, will launch in April 2012. It is designed with microfiber main fabric and diamante pattern embroidery. And, this collection includes the first “spacer” fabric bra for the brand. This collection is offered in white and nude. The Rebecca high-waisted smoothing brief will be in my knickers drawer asap!
Freya has introduced new fashion colors Ocean and Red in their Deco collection. And they have re-colored the popular Lyla set in a Hazelnut colorway. The Tabitha set is being offered in a Missoni-inspired zig zag print in a Sherbert colorway (perfect for Spring!) The Patsy set is an adorable Lime polka dot set with a retro “girly” look with satin ribbon bows and ruffle trim.
Fauve Evangeline UW Plunge Bra and Short in Frost
The new Fauve collection Evangeline is to die for…. This one is on the top of my list. It is available in a minty blue color for Spring called Frost and an ongoing Black colorway. I am also weak-in-the-knees over the Maya collection which is constructed of fine Austrian embroidery. It comes in solid White or Black over Nude.
Fauve Maya UW Padded Half Cup Bra and Brief in Black
And the most elegant collection being offered in the Fauve brand is Coco. Coco is made from French lace and satin trim in a Powder Puff colorway which is a subtle pink and creamy champagne colorway. The lace has a geometric “art deco” feel. The styles are decorated with delicate pearl and diamante details.
Fauve Coco UW Balcony Bra and Brief in Powder Puff
New colors are being offered in Goddess as well as Elomi. Elomi’s Caitlyn bra will be available in Peacock and Slate colors come Spring. And Elomi is introducing a retro-inspired Betty set in a Red and White polka dot mesh fabric with rose embroidery. The matching knickers are adorable with self-fabric ruffle trim at waist and leg openings.
Elomi Betty UW Plunge Bra and Brief
Huit’s Lucky Doll collection has a sheer geometric pattern all-over lace and oversized satin ribbon bows. And the Tea for Two collection is perfect for the bridal boudoir!
Eveden brands held their intimate apparel press preview in London last week. Since the “Make a Splash” event here in NYC showcased the Eveden brands’ swimwear, I suggest you read the following reports for more detail on the Spring and Summer 2012 intimate apparel collections:
Becky reported on the UK event on Cheryl Warner’s site Invest in Your Chest
Kitty Lingerista reported on the UK event on her site Undercover Lingerista
Follow @Fantasie1, @FreyaLingerie, @Elomi_Lingerie
In the US, the Eveden Group is represented by:
Weber Shandwick- contact Ashley Nelson at ANelson@WeberShandwick.com