Swim USA, the family-owned and -operated company behind well-known swimwear labels Miraclesuit, Vitamin A and more, introduced its new swim and beachwear brand, Mimi Flamingo, on Friday.
“Mimi Flamingo was created to fill the gap in the swimwear market for designs that are both flattering and fashion-forward,” Heather Garcia, Swim USA’s president of national brands, told WWD of the new brand.
Mimi Flamingo’s Signature collection
Courtesy of Mimi Flamingo
While Swim USA’s Miraclesuit line caters to Millennials through 50-plus-year-olds and Vitamin A’s customer base extends from Gen Z upward, Mimi Flamingo was created to fill a gap in the white space between missy and contemporary swim markets for all ages, with a sustainable bent through materials. In addition, Mimi Flamingo’s debut Signature collection was designed for the multifaceted woman on the go who wants to feel sleek, ageless and confident.
“Having been in women’s swimwear for over 15 years, I couldn’t be more excited to bring this collection to market and fill this customer need in not only an elevated, but also an accessible way. Our target audience wants quality fit that lasts, sculpting technology that flatters, and a minimal-optimistic design aesthetic that is not broadly available,” said Katie Dawley, merchant for Mimi Flamingo.
A beachwear look from Mimi Flamingo’s Signature collection.
Courtesy of Mimi Flamingo
The Signature collection, available exclusively on Mimi Flamingo’s e-commerce, features 89 swim and beachwear styles and colorways with prices ranging from $49 to $154. Crafted in a sustainable recycled nylon with high spandex context fabrication, the swimwear offers the wearer a supportive, sculpted look across bikinis and one-piece suits in playful colors and prints.
Key styles for swimwear (sizes 4 to 16) include the Dakota plunge bra; Harper ribbed one-piece; Logan hipster bottom; Sonny one-piece with ruffle details, and Morgan high-waisted bottom. Each aims for timeless appeal with youthful twists and modest coverage, which extends to the new label’s beachwear assortment including 100 percent cotton double-gauze Vista bottoms, Laguna Fray button-up shirt and tiered maxi Reef skirt, which doubles as a maxidress.
