Though this season is all about summery prints and ultra-bright colors, the trend today is green. Now is the time, more than ever, for a “Slow Attitude”! Driven by Body Positive values, where caring is the word of the day for a new generation of women who take care of their intimate world and their wellbeing, a real eco-sustainable shift is happening; today, enjoying being good to oneself also means committing to being good to the planet. “This movement is tied to a societal awakening, with oceanic and air pollution, and to a desire by Millennials to take into account this approach when shopping”, indicates Taya de Reyniès, Director of the Lingerie and Swimwear division at Eurovet.
Simple alternatives that used to be the domain of young designers have now become major challenges for the entire industry, with the goal of more sustainable consumption. This represents an ethical turning point now visible in several of the most prominent names on the market, supplied by manufacturers who are ever more involved and innovative. Natural or recycled fibers and new eco-friendly materials are on scene to craft the swimsuit of tomorrow. This poses a real challenge for fabric that contains ultra-technical intrinsic properties!