Andrea Bernholtz
Founder, CEO & Creative Director SWIMINISTA
We continuously sell out our inventory, season after season
Andrea Bernholtz is the creator of the world’s first problem solving swimwear collection, SWIMINISTA. The former co-founder of Rock & Republic denim and CEO of Titan Industries high-fashion footwear, Bernholtz is a serial entrepreneur with a unique talent for managing real-world fashion challenges while leading the way in sustainable manufacturing. Recently featured on HBO’s White Lotus, SWIMINISTA introduces couture, customisable styles in luxury recycled Italian fabrics engineered for a perfect fit. In a chat with Fibre2Fashion, Bernholtz discusses swimwear trends and challenges of manufacturing in the US.
How and when did you start SWIMINISTA?
SWIMINISTA was born out of a need to find perfect-fitting swimwear. I was with some friends at the beach, and we were all complaining that none of us had any swimwear we really loved or that fit correctly and felt comfortable. I started playing around with some design ideas, spending several years perfecting new styles and getting feedback from real women before launching in 2019.
Why did you think of getting into swimwear after Rock & Republic?
At Rock & Republic, we expanded into so many other categories besides denim. We produced everything from cosmetics to ready-to-wear, yet we never designed swimwear. Historically, denim and swimwear present the biggest challenges when it comes to perfect fits; since I already tackled denim, swimwear felt like the ideal next adventure.
Do you think that brands and clothing retailers have still not bridged the gap when it comes to inclusivity and body positivity?
I think that many huge steps have been taken toward progress, and the industry is continuing to get better. Gone are the days when department stores would segregate sizes on different levels. In my view, both emerging and existing brands are still continuing to improve when it comes to body positivity and inclusivity.
Which are the biggest markets for the brand?
For SWIMINISTA, our biggest market is high-end resorts, such as the Four Seasons and Waldorf Astoria. Our online business is another wonderfully growing market for us.
What are some of your best-performing styles?
Our one-piece Cheerful style is incredible, fitting every body shape with adjustable features in the front and the back. While it is uplifting and supportive, it does not tie behind the neck for superior comfort.
Our two-piece Sexy top also does not tie behind the neck and features our beautiful, branded signature hardware. It adjusts and can criss-cross in the back if desired.
Our Wise bottom features adjustable side tabs and ruching on the back to give the illusion of a rounded, lifted bottom.
What are some of the consumer trends in women’s swimwear?
My personal inspiration comes from listening to women’s wants and needs for their ideal swimwear, rather than watching what the industry as a whole is doing. We want to lead the way, introducing fresh new designs or custom prints every few months, including exciting collaborations with The House of Christian Lacroix, Artist James Peter Henry, and more.
What are the pros and cons of making swimwear in America?
The pros: We can get our goods faster, and we love to give our community jobs.
The cons: It is harder to manage all of the components among a wide variety of vendors, instead of consolidating with a vertical manufacturer.
How are you as a brand overcoming these challenges?
I am so fortunate to have a great team around me, bringing plenty of passion and experience to help us move forward.
What new categories do you plan to launch in the near future?
We are expanding big into resort wear, as well as men’s and boys’ collections. We have already tested several new styles and received lots of encouraging feedback. We are also thrilled to continuously sell out our inventory, season after season – an ongoing goal for us!
Published on: 27/01/2023
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
