Alaïa launches swimwear line with pop-up store

Alaïa has expanded into swimwear. Belgian designer Pieter Mulier, creative director of the fashion house, is launching a swimwear line featuring other beachwear pieces that stay true to the brand's codes established by its founder. The collection has been distributed on the Richemont-owned company’s online store for several months now and will now also be available until the end of July in Alaïa’s Petite Boutique, a space reopened in 2020 located at 5 Rue de Moussy in Paris, not far from its flagship store.

Azzedine Alaïa’s first ready-to-wear collections not only featured his iconic metal, zip, or leather pieces but also a swimwear line. Since then, the house has not pursued this segment despite it being a seamless extension to the label known for sculpting the female body. Mulier made no mistake when reviving the brand’s roots with a swimwear line inspired by knitwear and the classic Alaïa silhouette.

"Cut in a jersey that perfectly fits all silhouettes, it is a highly technical swimwear line. Crafted from a single seam, courtesy of the in-house atelier’s expertise," stated the label in a press release. The made-in-Italy collection consists of one and two-piece swimsuits (between €400 and €590) as well as bathrobes (between €990 and €1,300), terry cloth robes (€1,600), boleros and tube skirts (€590). The line also includes sunglasses and a selection of footwear including clogs, slippers and sandals.

The slightly retro and glamorous, high-waisted panty aesthetic is nonetheless sexy with body-hugging pieces, including sleek one-piece swimsuits. In addition to the timeless black and white, the color palette includes shades of scarlet red, dark green, sky blue and eggplant.

The launch was accompanied by a film shot by Spanish director Albert Moya in a lush garden at the edge of a turquoise pool with a background featuring the brand's name appearing in large black letters under the crystal clear water. The music was produced by French-Swedish composer Gustave Rudman, who helped create the Euphoria TV series soundtrack.

Alaïa launches swimwear line with pop-up store

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