Style File: Edna Swart from ed&i swimwear

Style File Edna Swart from ed&i swimwear

Co-owner and designer Edna Swart from ed&i swimwear. Image supplied.

Edna Swart is the designer and co-owner of ed&i swimwear which launched its first collection in 2016. The brand has gained a following for its simple, classic designs that are easily incorporated into the wearer’s wardrobe as well as worn to the beach. The timelessness of the styles means they’re able to be kept season after season with the two pieces easily mixed and matched to change up the look.

We caught up with Edna to find out more about her brand, what inspires her and what you would never catch her wearing!

Tell us about your latest collection?
Season 3 embodies our core swimwear beliefs of ‘simple, classic, style’ but with an introduction of an extra element of elegance in our new range.

In choosing our new season’s colour palette I wanted to create a feeling of sophistication with darker tones and subtle shines. This allowed me to think creatively about my new designs. I am super excited to introduce a new signature feature this season which to the best of my knowledge has never been created for swimwear before. Our Lycra shoulder-straps are replaced with actual “bra straps” for most of our pieces. This innovation makes adjustment much easier and increases comfort levels immeasurably. We will launch our new 2019 pieces mid-December ready for our New Zealand summer.

What made you become a designer?
I have never thought of myself as a designer. I would simply call myself a creator. I’ve always loved building, creating and thinking through problems.

ed&i was founded from my desire for simple swimwear which is elegant and timeless and didn’t result in multiple criss/cross patterns and tan lines on my body after spending a day at the beach.

What inspires you?
I am a free spirit, so I guess freedom inspires me. I’m inspired by different and non-traditional thinkers. People with the ability to think freely and generate unique ideas.

From a very young age I developed a passion for running and I often will be most creative when I put the headphones on and crank up the music, its during my daily running sessions that I’m inspired to do things differently or try a uniquely different and non-traditional approach.

Style File Edna Swart from ed&i swimwear

Looks from ed&i swimwear’s Season 3 collection.

Describe your personal style and how it influences your designs?
Simplicity for day, elegance for evening. I tend to only purchase quality items, so I don’t have a massive wardrobe, however I have an eye for elegance, so I guess my influences are founded in the stars from the past like Brigitte Bardot, Grace Kelly, Sophia Loren, Monica Bellucci, Audrey Hepburn. I love their elegance and I continually look for ways to respect the past and add modern elegance to our swimwear creations.

What is your all-⁠time favourite purchase?
Goodness me, my very first Chanel classic flap bag has to be my favourite all time purchase. I’ll never forget that day. We walked into Chanel Rodeo Drive, Beverly Hills and they handed me glass of champagne on arrival, after I’d knocked back a couple more glasses of champs, I couldn’t resist the temptation and bought the bag.

What wardrobe item should everyone invest in?
The perfect “LBB” little black bikini.

Do you have a style rule you always obey?
‘Simple’ – don’t overdo it. Pick one statement piece for your look.

If you’re going to spend a lot of money on a handbag, make sure they are timeless pieces that you can see yourself wearing in 10 years’ time or handing down to your daughter.

Style File Edna Swart from ed&i swimwear

Looks from ed&i swimwear’s Season 3 collection.

What has been the highlight of your career so far?
Launching season 3. Life is about continual learning. We launched season 1 and learned a lot about design, business priorities and getting a start up off the ground. We are two years old and about to launch season 3 and I couldn’t be more thrilled with what the new season has to offer.

What can’t you live without?
Daily 90 min exercise
8 hours of sleep
And my support system with friends and family.

Finish this sentence – You would never catch me wearing…
A frilly bikini.

Images supplied.

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