This week Underlines catches up with Isabelle Alexander, founder of the In Capri swimwear brand, recently voted Drapers Sustainable Fashion ‘Ones to Watch’ and also was a finalist for the Sustainable Business of the Year with the Business Champion Awards.
Your previous life?
I have always been involved in the fashion industry. Before going to university, I did a marketing internship for an independent brand and was lucky enough to work behind-the-scenes at a swim and lingerie trade show in New York. I then studied Fashion Management at London College of Fashion and Nottingham Trent University, specialising in supply chain and sourcing ethics. Upon graduating I went straight into a career in buying womenswear at a high-street retailer. Finally, after being there for 6 years I decided to start my own brand. Looking back now I am so happy I have done such a variety of roles within the industry as it has given me such a rounded experience.
How did the brand start and when did you start working on it?
My focus was primarily on sustainability, it was my mother who initiated the idea to create a swimwear brand and combine our skills (her career was in swimwear product development, which has been invaluable in the creation of our products).
I started working on In Capri in 2019, with a very clear vision of exactly what I wanted the brand to be. I noticed that many other brands were focusing on sustainable fabric but not their business practices, such as waste and carbon footprint. I then started to draw inspiration for the branding itself and gravitated towards my love for nostalgic summers spent in Italy. I really wanted the brand to take people somewhere, it had to be different and memorable. Once the branding was right, the products naturally fell together and we launched our first collection late 2020. I am so glad I chose this path and feel very lucky to be working on something that I am so passionate about.
Where do you look for design inspiration?
I love looking at the shows and independent trend reports to see the overall direction on colours and shapes to ensure that everything feels relevant. However, my leading inspiration is my customers. With items such as swimwear, it’s so important to know what colours are going to enhance skin colours and also what designs are going to flatter and support the body. It can be great to offer on-trend pieces but it has to make the wearer feel confident, so it’s a real balance. I also believe that a brand also should have its own style and not just strictly follow the trends: if a design doesn’t sit with our luxury branding then it isn’t right.
What is different about designing swimwear?
Although they are small pieces, there is so much to consider and they are so much fun to design. I typically design swimsuits first and take our favourite ones as leading inspiration for the rest of the collection. There’s so many different strap detailings and hardware to choose from that elevates the products.
Swimwear is such a technical product and has to perform under elements such as chlorine and harsh sunlight. Additionally, the garment has to fit and support the body when the body is most exposed and doing a lot of movement. There isn’t room for error and I love the fact that our customers feel confident in our swimwear.
What are the highlights of your collection?
I adore our current beachwear, the fabrics are very lightweight and soft and the print is beautiful. With every collection we seem to hit the nail on the head more and more, I am so proud of all that we have achieved from a product point of view.
What is your USP?
Highly considered sustainable pieces. We believe that we don’t just create resortwear, we create moments of confidence and bliss whilst supporting our wonderful planet. Our products are of the highest quality and design, whilst we offer sustainable products and practices.
Describe the person who wears your designs: what is their style?
Elegant styling with a bit of sass! They like luxurious detailing and consider their clothing, both in style and sustainability.
A Typical Week…in your life
I take on a lot of different roles for the brand so my weeks constantly change depending on what the business needs and what stage we are at. Currently, aside from the day-to-day running of the business, I have been designing and fitting the new collection, working with the press, creating social media content and managing the new product launches… you name it, I do it. Whilst a little later on in the year I will be predominantly managing photoshoots and production. It changes a lot but that’s what I love about what I do, every day has a new challenge and it makes it so exciting.
Your proudest moment to date?
This has to be receiving recognition from customers and the industry. Since launching, 100% of reviewing customers have rated In Capri and its products 5 stars. I love to hear from our customers, they are the reason I create the products I do and I am so passionate about exceeding their expectations and making them feel fabulous in garments that they will treasure for years to come.
Additionally, in the past two months alone, the brand has been voted Drapers Sustainable Fashion ‘Ones to Watch’ and also became a finalist for Sustainable Business of the Year with the Business Champion Awards. These are achievements that have blown me away and I am unbelievably proud that we have been chosen for these awards.
Your next big challenge?
The Resort 2023 collection is the next big challenge. I try to push the boundaries with every collection that we make so each one is better than the last. Aside from designing, we have to plan the critical path, sustainability source all fabrics and trims and manage production so there is a lot to do.
Your worst move so far?
Saying ‘yes’ to everything. When the brand was first established I was so keen to get the brand out there so I ended up saying ‘yes’ to opportunities that weren’t aligned with our target audience. As a result, a lot of time and effort went into organising things that didn’t really make a difference to the overall brand.
What do you hope to achieve?
I truly hope for In Capri to become an established brand that is loved all over the world. We currently only make womenswear products however I would love to expand into menswear at some point in the future.
Sustainability is of course a major aspect of the brand that we will continue to develop, such as being recognised for our sustainable initiatives with certification bodies, such as B Corp.
What about time out?
I love to travel and explore new places, which is something that I have really missed over the past few years. For me, there’s nothing better than being away with family and friends with lots of sunshine, laughter and good food!
