Swimwear from ed&i’s Flamingo collection. Images supplied.
The latest collection from ed&i swimwear launches online tomorrow with the vibrant new range called Flamingo. Designer and co-founder Edna Swart wanted to do something fun this season, creating a collection that is bold, sexy and over the top, that her customers will get excited about for summer.
“Flamingos are wading birds found along shorelines, much like the babes who wear ed&i swim,” says Edna. “We spend our summers as ‘shore birds’ embracing the summer heat, migrating from beach line to beach line and showing off our legs to capture the perfect sun kissed tan.”
If you’ve been following the TVNZ show BossBabes recently you will have seen this new collection in development with Edna visiting her manufacturer in Bali to finalise the production of her hot pink designs. Each piece is handmade in the boutique factory in limited quantities so the customer is getting something special and unique that not everyone else will be wearing and that pink is definitely eye-catching.
“As much as some of us women would hate to admit it, we all love pink!” adds Edna. “Pink is a positive and beautiful colour that represents universal love of oneself and of others. With the recent launch of ed&i body, it was important to inspire body confidence in women. The Flamingo campaign shoot planned for late spring will further capture this importance of loving oneself and wearing our confidence boldly.”
The collection itself includes five pieces which feature the brand’s signature bra straps, this time in white which perfectly complements the hot pink hue. There is an elegant one piece available called STELLA (priced at $138) which is sophisticated and flattering. The other four styles are bikini tops and bottoms that could be mixed and matched if you desired. They are the DEE top, DEE bottoms, EPI top and MINNI bottoms with each piece priced at $99. This season sees Edna add XL sizes to the Flamingo collection with further expanded sizing available in upcoming seasons.
“My collections to date have matured over time in styles, colours and quality,” says Edna. “I have been able to understand the core styles and top sellers’ women love from each collection that will continue on in each new season as I launch new colourways and additional styles to these pieces. The Flamingo collection will only be these styles already loved by our customers from the previous collections.”
You can get your hands on ed&i’s pretty pink Flamingo collection from Tuesday 1st October, exclusively available online.