British underwear brand, Lounge, debuted its first ever swimwear collection at the Art Hearts Fashion show for Miami Swim Week 2019. The brand dominated the runway with a line up of girls joining a part of the brands ‘Female Family’, from emerging models through to Instagram celebrities. Core to the brands ethos, Lounge ensured that the runway was diverse and as representative as possible to women, encouraging body confidence and comfort, celebrating all women.
Melanie Paradise, Lounge CBO comments: “For me, this was all about celebrating our Female Family. We work hard to always reflect inclusivity in what we do and are so passionate about empowering women, encouraging them to feel amazing in their skin and to own their confidence as they worked the runway together. A big thing for me was to be diverse not only in our runway’s look but also in our selection of model status. We gave girls who had never walked before this incredible opportunity alongside faces we’ve worked with over the past three years. We loved the idea of making their dream come true, giving them this opportunity to walk for the first time. It was an incredibly proud moment to see our designs go down the catwalk on such an amazing team of strong, confident women.”
Founded in 2016, Lounge has grown from a young couple’s dream in their living room, to a fast growing brand on a mission to revolutionise the underwear and apparel industry. Introducing swimwear to their product offering was the natural next step in the brand’s journey and it has been incredibly well received by their customers and 1 million+ Instagram followers.
The Lounge swim collection includes sexy triangles with cut out details, scooped tops with contrast bottoms, subtle pinstripes and gingham prints. Lounge have also introduced a bikini version of two of their best selling underwear pieces – te much loved Mesh, a sleek scoop top designed with mesh underboob inserts, and the ‘Miami Triangle Bikini’ which boasts a sports-lux feel with minimal logo, plunging triangle top and high rise bottoms.
Daniel Marsden, Lounge CEO comments: “The brand began with underwear and that is still and will always be our core, however we were passionate about bringing swimwear into the mix as a continuation of ‘Comfort Made Sexy’, our core brand value. We’re really proud of this first collection and have been completely overwhelmed by how much our customers have loved it. Seeing Lounge Swim on the runway at Miami Swim Week has been absolutely amazing and is just the start for Lounge. We have big plans for the future, so watch this space!”
