LONDON — As summer approaches, brands are gearing up for the power of the heat with new collections, categories and lines.
Paige Adams-Geller, the founder of her namesake label Paige, is joining the wave by venturing into swimwear.
The idea has been brewing for a few years now and it’s partly a personal pursuit for the perfect swimwear.
“What really kick-started the process was when I was thinking about the exciting rendezvous and vacations during the COVID-19 pandemic, and how I needed to find the perfect swimsuit. I started ordering online and everything was cut so sexily without much coverage,” said Adams-Geller in an interview.
“And then some of the others were disappointing when it came to the quality of the fabrics. And so I couldn’t find exactly what I was looking for,” she added.
The debut collection features swimsuits, bikini tops that can be worn without a strap and bikini bottoms, all sold separately.
When Adams-Geller started researching the ingredients that make a great swimming costume, she put elasticity and the sheen of fabrics on top of her list, while borrowing prints from Paige’s collection.
The swimwear has a multipurpose, for them to be worn with Paige’s collection of denim and apparel.
“I was thinking about silhouette, and what one could wear from beach to brunch,” said Adams-Geller.
Growing up, she worked as a fit model with Hard Tail, Guess, True Religion, Lucky, Habitual and Liquid. She made sure to bring a variety of fit models to try on the samples of the swimwear to make sure it fit all types of bodies.
