A first look at Biondi’s own brand resortwear Launch date: December 2013 (Cruise 2014) P1000923

Why are you launching your own brand of resortwear when your boutique is full of the most stunning swimwear? Even though we have an extensive selection of resortwear brands at Biondi, we still felt our offering (both online and in the Chelsea boutique) was missing some key shapes, colours and perfect-fit designs. These gaps became pretty apparent if you work – as we do – from within the design, wholesale and retail aspects of the industry. It is also a natural progression for Biondi as we have (since 2005) been designing our own brand of swimwear as part of our bespoke service. By popular customer demand, this is just taking the next step and rolling out a Biondi branded collection. What will the Biondi brand stand for? Everything Biondi stands for in the boutique and online is also reflected in our collection. Our primary motivation has always been that our customers look and feel great in their beachwear and so we have ensured that the fit, quality and design of the Biondi collection is in line with our mission! If you had to choose 3 words to describe your collection, what would they be? Luxury, expert and contemporary. Who will wear it? There is no one Biondi type of customer - and so our collection is designed with a variety of shapes, sizes and lifestyles in mind. What do you think will be your best seller? Aliya, our in-house designer, has come up with a great design feature that has become the Biondi signature detail. The clever pulley effect lets you adjust fit and coverage of the bust. It’s pure genius! So I’m sure any of our styles with this detail will fly out the door; the underwire halter top, the bandeau top or the bandeau swimsuit… Who would you LOVE to see wearing those gold shorts? My style icon is Christy Turlington so I would love to see her in them but they are actually designed for anybody and everybody as they are a great holiday item to take you from pool to party! Will Biondi only be worn on holiday? Definitely not! Customers demand more and more that their resortwear can be worn on a variety of occasions - and this includes out and about in London. Most of our cover ups would not look out of place on a summer’s day in town or at an event in the evening. Which items have you worn already? Unfortunately, I am not sample size so I haven’t actually worn any finished product yet. The delivery of stock only arrives start December. However, we have been fit testing for a long time now and I have tried on all the shapes in the swimwear and cover ups in my size. What inspired this collection? This collection was inspired by the magical souks and bazaars of Marrakech, as well as, in particular the stunning Majorelle Gardens. A visit there brings about a sensory overload;  the striking combination of colours and tropical plants, birds singing in complete contentment… a true magical experience. You’ll notice the unique shade of cobalt blue featured heavily within the hardscape of the garden, the bright hues from the bougainvillea and flashes of orange from the cactus flower. Where will Biondi sell? Obviously Biondi is available in the Biondi stores in Chelsea and Portugal and online at biondicouture.com. Outside of our Biondi shops, it will be exclusively distributed by Harvey Nichols, the Aman resorts and a couple of handpicked swimwear specialist boutiques. Which brand is the Biondi collection most similar to? We feel we are completely unique. We aren’t aware of any other luxury collections which are fit orientated like Biondi and yet contemporary in design. These samples from the first ever Biondi brand resort wear collection are modelled by the Biondi's in-house designer, Aliya Wilkinson Biondi beachwear Biondi beachwear Biondi beachwear