The Saint Tropez brand, renowned for men’s swimsuits, presented its first women’s collections four years ago.
But the line is really taking off this summer, and Vilebrequin’s presence at Mode City is the official confirmation that the brand wants to improve its positioning in women’s products. “We’ve got a lot of ambition for summer 2018”, Alexandre Feneck, who manages leading accounts, stated. “Our challenge is to achieve the same success with women that we have with men”. Today, women’s collections account for 8 to 10 percent of brand sales, and Vilebrequin hopes to push that up to around 30 percent by 2020. To do so, the brand is focusing on the quality of the fabrics and attention to details.
For summer 2018, Vilebrequin presents a small collection of solid colour suits in a brand new sculpting polyamide fabric (see photo). The collection includes a one-piece and two bikinis, one with sporty appeal and straps crossed in the back, and one with a halter neck triangle top. These clearly modern shapes with thermofused curves have an ultra-clean look. “Using exceptional materials and contemporary shapes – this is the direction we want for the women’s collection”, Mr Feneck explained. He also shared a preview report on the brand’s work on a bio-sourced polyamide derived from castor oil. Vilebrequin already uses the fabric on certain exclusive projects and will certainly introduce it into collections “in the near future”. Stay tuned . . .