Cornwall-based surfer Stephanie Rogers models her new collection of matching cover-ups and swimsuits - light-as-air cotton shirts and shirtdresses are rendered in signature floral prints that match her cossies. London Fashion Week-favourite Emilia Wickstead has also looked to the coast. “I’ve already jumped in the emerald sea in my Surf Suit and then paired it with our Big Skirt in cotton poplin for a seaside lunch,” she shares. This week 11 exclusive styles have launched on Net-A-Porter.
JJ Martin, founder of Italian brand La DoubleJ describes the cotton skirts and sundresses designed to match her one-pieces and bikinis as a “joy-fest” designed to “laze and lunch” in - an ideal proposition. With your beach accessories in place, it’s time to turn your attention to the myriad cover-ups on offer. One well-made, neutral colour hat is another smart buy that should work hard with all your other holiday wares - Helen Kaminski and Eugenia Kim specialise in classic shapes with exceptional details, while on the high street Reiss is the perhaps unlikely destination for quality raffia styles that aren’t basic. Janna dress, £157, Sundress at Beach Cafe Elsewhere Muun’s scarf-lined baskets and Heimat Atlantica’s colourful handwoven reed totes, decorated with leather straps and pukka shells, are among the most-wanted. Loewe’s woven bag collection, designed in collaboration with Ibiza destination Paula’s Boutique, sold out repeatedly last summer - this year no fewer than 52 iterations are currently in stock, with prices ranging from £350 up to £1,350. “Perhaps it’s down due to social media, but also holidays are about letting your hair down and getting out of work clothes so it’s a great time to wear more colours and braver choices.”Ī seemingly endless list of new resortwear labels, limited edition collections and designer collaborations has launched to cater to the ever-increasing demand.īeach accessories are now a big business, as best proven by the ascent of the trophy wicker bag. “Our customers love a fabulous flamboyant outfit for holiday,” considers Fletcher. After months of lockdown, holiday snaps are more precious than ever and planning a week’s worth of perfectly curated outfits has become something of an art form - not to mention a therapeutic, feel-good task. It has always been possible to buy luxe kaftans and status beach bags that cost thousands, but now everyone wants to ensure that they look the part on holiday - and take the all-important photos to prove it. In the same way that fashion designers took a sudden interest in the après ski lifestyle and the associated clothing, the activities you might partake in post-swim now also get the glamorous wardrobe to match. “We sell a lot more cover-ups and beach dresses than we used to, I think because there are so many fabulous new beachwear brands out there now and many of our styles double up as dresses so can be worn around town too.” Fletcher says that the French label Sundress, founded in 2014, has become one of the retailer’s bestsellers. In other words, for every two swimsuits people buy, they get an average of three coverups to create overall outfits with. “We now sell cover-ups and swimwear at a ratio of 60:40,” says Emma Fletcher, co-founder of e-boutique Beach Cafe.
Pack right for a beach break these days, and you don’t even need to bother to take ‘proper’ day clothes. Statement cover-ups, bold basket bags, hats, sandals and even coordinated towels have become the linchpins of the holiday wardrobe - perhaps more important than the swimsuit itself, seen as a base piece on which to style up more looks. Now, what will you wear it with? Sauntering towards stylish beach restaurants or lounging with cocktails poolside, the après swim outfit is now a key sartorial consideration. You have found your perfect swimsuit fantastic.
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