Today we’d like to introduce you to Adriana Caras.
Hi Adriana, thanks for joining us today. We’d love for you to start by introducing yourself.
LeSwim debuted in 2014 as a luxury swimwear line made in Italy with a modern minimalist aesthetic. After years in fashion, I had a very strong idea of the brand identity I wanted to convey. The first step was building awareness through distribution through top-tier stores such as Neiman Marcus and Saks US & Mexico. Then when Covid hit the brand pivoted to an emphasis on direct-to-consumer and opened a freestanding boutique in Beverly Hills. Now we have been here almost three years!
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Covid has definitely been the biggest challenge. Nothing in my years as a designer or fashion editor could prepare me for that. There are always challenges with production, but luckily experience has taught me to act quickly when red flags appear. Perhaps this training to be flexible and ready to adjust was what gave me the courage to jump into retail when wholesale became unpredictable.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
LeSwim is known for its clean lines and sophisticated image. This is clearly a reflection of my own personal style. I believe in chic, timeless pieces that won’t leave you cringing when looking back years later! Fit is also really important to me, and I always do hands-on fit testing in the States before a style is sent off for production in Italy. It might not be the most cost-efficient way of doing things, but it allows for complete control in product development paired with the artistry and expertise of our Italian artisans.
What are your plans for the future?
We started with 80% swim and 20% resort wear. We are now about 60% & 40% respectively. I look forward to continuing to develop our Rtw division. It seems a natural path and fits the modern lifestyle of travel and clothes that are not limited to beachwear.
Contact Info:
- Website: www.LeSwim.it
- Instagram: @LeSwimItaly
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