Sumarie London Fashion Week Success 2014

After a very busy couple of months of build up, suddenly the most talked about fashion event in the capital was upon us, London Fashion Week 2014.

 Here at Sumarie we had a hectic but fun Summer with Pop Up stores and launch events, and not to mention the ultimate beach inspired party, Marie's gorgeous Ibiza wedding at the end of August.

With the usual preparations for the annual collection of established and new generation designers, we found ourselves preparing to be the first Swimwear and Lifestyle brand showing at LFW for the second year running. Marie single-handedly showcased as the only Swim & Beachwear designer last year and found herself pioneering the way for fellow likeminded designers in 2014; which she describes as an honour and a privilege. 

Friday started as a quintessentially London morning, grey skies and crowded commutes. However lunchtime brought out a scorching sunshine that only heightened the relaxed and beachy atmosphere in our Designer Showroom. The vibe was buzzing in the courtyard, the consistently impressive wardrobes and media interest emanating through the balcony and the tall windows into the New-Gen Designer Halls in Somerset house. Sumarie was presenting in a perfectly cool and calming room, shared by the incredible duo Anna and Ella; the creative masterminds and silk Pyjama pioneers behind  the printed silk brand, Yolke. 

We were visited by many people over the course of the week, but Fridays crowd seemed to be fuelled by the sunshine and the obligatory Coconut Water. The late Summer vibe was infectious and we got some great shots of our gorgeous in-house model Hannah who wore the Melanie swimsuit in the sunshine on Tom's terrace behind Somerset house. All that was missing were the cocktails and the pool!

On Saturday we had a great day with the constant flow of the press and the SS15 was received extremely well. Visitors were drawn particularly to Marie's award winning 3D Cubed Lycra waistbands on the 'St. Germain' Swimsuits and the show-stopping 'St. Honore' Swimsuit from the 'Glamour Marin' collection. We received amazing feedback from the press and got some more great shots of Hannah using the incredible Somerset House location as an inspiring metropolitan backdrop.

Sunday was an exciting day where we managed to explore the halls and discover some truly incredible up and coming brands. As the new year approaches we are keeping our eyes out for designers and brands to collaborate with to continue nurturing the Sumarie Spirit . Some designers who were seriously inspiring for me were Noritamy - a Jewellery brand who use polymers to recreate Volcanic geological necklaces and bracelets, the supplest Swedish inspired Leather goods bran Gvyn and bundle of embroidered-playfulness Mochi - who like Sumarie, is on a constant journey that reflects perfectly in her designs. 

Sunday evening brought a lovely close to a hectic weekend - Cocktails on Tom's terrace as the sun set behind the London eye and the river. We soaked up the creativity of the surrounding designers and enjoyed the talk of exciting collaborations in the future.   

Monday started with busy traffic of international press and visits from respected buyers and investors alike. It was a hectic day of business card swapping and talks of the future, as our week at Somerset House drew near the end. 

'Beautiful collection, such innovative and forward thinking design.' - Harrods

'Very edgy. This collection would be great for cover shoots. Extremely press-worthy pieces.' - Love Magazine Editor

'Stunning collection & pieces. Great concept for ready to wear. Love it.' - Vogue India

Monday was an exciting day as we received a visit from the team from One & Only resorts and decided to celebrate our London Fashion Week success with some bubbles.

We ended the day in the Esthetica main room where the champagne reception called for swapping success stories with the other designers and continuing possible collaboration leads. It has been a truly honourable privilege representing the Swimwear category with Sumarie's stunning SS15 La Vie Parisienne collection and we can't wait to catch up with everyone we met at London Fashion Week 2014. 

Pop Up Store at Holland Park!

Sumarie hosted last week a Pop Up Store in Holland Park, at the Chic and Seek Boutique! We had a lot of fun at the opening party and it was great to meet so many new customers throughout the weekend. To get a feel of the amazing vibe, have a look at the pictures of our super-chic display!

Chase the Sun Shoot: Sneak Peek

Sumarie means life style. Sumarie means strong women, striving to succeed. Sumarie means being functional, but very, very chic. This is the story behind our brand, the same story as the one told in the stunning "Follow The Sun" shoot, that took place last month in New York City.

Sumarie Red Fringed Bikini looks great on Top Model Traci!

Swimwear Color Tips

A couple of weeks ago we gave you some detailed advice on how to choose your bikinis depending of your body shape. But another hugely important factor is your skin tone and what colors, among the hundreds of options, make you stand out and look smokin' hot! Here are our tips:

Skin Tone: pale or ivory skin with black or chestnut brown hair
Do: white, black
Don't: beige, orange, gold and pastels

http://www.sumarie.com/spring.php

Skin Tone: medium to dark brown skin with dark eyes and hair
Do: bold colors like turquoise, emerald greens, ruby reds and amethyst purples
Don't: earth tones and pastels

http://www.sumarie.com/high.php

Skin Tone: pale or pinkish skin with natural blonde or light brown hair and light-colored eyes
Do: sorbet (e.g. Fruit colors), cinnamon, silver and baby blue shades
Don't: black and orange

http://www.bluefly.com/Red-Carter-light-blue-solid-hipster-bikini-bottom/p/319056901/detail.fly

Skin Tone: peach or freckled creamy white skin with golden or light red hair and blue or green eyes.
Do: lime or apple greens, mocha or cinnamon browns or melontones
Don't: darker, duller hues.

http://www1.bloomingdales.com/shop/product/shoshanna-neon-green-halter-bikini-top-neon-green-trim-bikini-bottom?ID=697608

Sumarie News: Fashion Bust Feature

"Black and white is the timeless fashion colour combo, offering classic elegance and, this season, a totally on-trend look. Monochrome colour blocking, prints and patterns are big news on the high street for summer 2014, and nowhere is this more in evidence than swimwear."

In the latest photo shoot on www.fashion-bust.com, Caught in a Trap, some of the best seasonal swimwear pieces in black and white have been picked and brought all together by stylist Emma Lightbown and photographer James Lightbown.

Sumarie, specialized in monochrome and colour block palettes, was featured with Jane Bikini Top and Bilinda Bottoms: two of the best sellers of Classic Collection!

Sumarie at Brown Thomas' Swimwear Event!

A couple of snapshots from last week's swimwear event at Brown Thomas, Dublin. The models in Marie bikini and Chrysler swimsuit look fabulous!!

How to Choose the Perfect Bikini

Marie Su, the creative brains behind SUMARIE couture swimwear has a wealth of fashion knowledge, especially when it comes to bikinis and swimsuits! Here is some advice from Marie Su on finding your perfect swimwear.

Looking fabulous and feeling confident in a bikini is not about having the perfect figure, but having the perfect bikini for your body.

Tip 1: Know your body

1. STRAIGHT- TUBE shape. Okay, you don't have curves. No problem. Choose a bathing suit that adds emphasis to your hip and bust area. A bathing suit with ruffles, ties or other embellishments will work perfectly.
2. HOURGLASS-CURVE shape. You have a curvy upper and lower body. Look for swimsuits with adjustable straps and halter-tops. Wear a bikini with matching top and bottoms or solid colours. One-piece swimwear is also a flattering option.
3. APPLE- BUSTY shape. If you have this body, you have a larger upper-body and fuller breasts. Buy swimwear with straps and patterns. Also consider a halter-top style swimsuit. Make sure the swimsuit provides added breast support.
4. PEAR-BIGGER HIPS shape. In this instance, you carry more weight in the hips, thighs and legs. What you want to do is draw attention above the waist. Buy a swimsuit with a lower neckline. Also look for bright colours on the top of the swimsuit.

Tip 2: Find a bikini or swimsuit that accentuates your best assets

What are your best assets? Do you love your curvaceous hips? Or possibly your slim midriff? How about your large breasts? Be truthful with yourself, although we all find it difficult at times, we should all love our bodies. Which is your favourite part?

Now, do you have a 'problem' area? A tummy that you would rather not have on show, or possibly a bigger bottom than you would like? We all have areas that we are self-conscious of and they need to also be included in the criteria for our swimwear search.

There are many elements to the perfect bikini or swimsuit, the cut and style are both very important, however let's not forget the following key elements:

Colour

Bright colours will draw attention; use these to cover your best assets.

Dark solid colours if you have part of your body you are self-conscious about; then use dark solid colours for this area.

Pattern

Large pattern designs create a fantastic visual illusion making something look larger than it actually is. For example, they would be the perfect solution to if you want to make smaller breasts look larger. Of course, large pattern designs should be avoided if you would like to make something look smaller.

Small pattern designs are very subtle and be used to 'hide' small problem areas by detracting attention from them {such as your midriff}.

Style

Bikini Bras for smaller breasts – padded bikini bras will add volume to your chest area should you wish. Or for a simple look, opt for small bikini bras with less 'coverage' so not to swamp a small chest.

Bikini bras for bigger breasts – a supportive structure and wider straps to ensure that you feel comfortable and secure in your bikini. Avoid string bikinis unless you are sufficiently firm across the chest.

Bikinis for a smaller bottom – a Brazilian cut bikini bottom is a fabulous option for a smaller bottom. They cut higher across the bottoms giving you more shape. Horizontal stripes are also a good option to give the visual illusion of width and depth to your bottom.

Bikinis for a larger bottom – a stylish and chic look, opt for French knicker cut bottoms which offer coverage without drawing attention to the area. Please do not opt for bottoms with attached skirts as the extra fabric adds inches.

Other things to consider

Embellishments, bows and brooches will draw attention to the area that they are place. A beautiful bow at the centre of a bikini top will highlight your stunning cleavage, or maybe you are proud of your slim hips? A bow placed on the hip with draw attention to them.

Still not sure if a bikini is for you? SUMARIE offers an exciting range of swimsuits and monokinis, all of which offer you the subtle coverage you wish for, whilst ensuring that you remain irresistibly chic beside the pool.

The joy of finding your perfect bikini or swimsuit; is choosing a few key accessories to enhance it. This may be a beautiful beach bag to hold your lotion and books, or possibly a fashionable kaftan that will see you move from the beach to the beach bar with stylish ease.

Fashion Inspiration: Sumarie Sketches

Inspiration is nothing without the talent to make an idea into something real.
In fashion, the first step is always a great sketch...

Sumarie Press Day with Surgery PR

We had a great time last Thursday at the Surgery PR Press Day! Sumarie's collections, including the exclusive Cruise Line, made a real success.

From Thailand with Love

Some more pics from that corner of paradise on the other side of the world called Koh Samui!

After a beautiful morning on a boat discovering the natural beauty of the Gulf of Thailand, Marie and her friend Dina spent a relaxing afternoon by the pool, nibbling fresh fruit and delicious tropical drinks. 
It's SUMARIE's lifestyle: the perfect balance between comfort and adventure. 

Look at the other gorgeous pictures by following this link http://wherethelifeissumarie.blogspot.co.uk/2014/03/postcard-from-koh-samui.html

Postcard from... Koh Samui!

After months of hard work our boss Marie Su went on a well-deserved spring-break to Koh Samui, heavenly tropical island in the south of Thailand.
Getting tanned in the warm sun, walking on the white sand, having dinner on the beach, breathing the salty air and, oh, that silence...  We can only imagine how great it must be to enjoy that piece of paradise!

Conversation With Marie: Part Two

How It All Started

How did you start your career in fashion?

I wouldn’t say my story is very straightforward, it was a life journey. It started with a passion, that became a hobby, which then grew into so much more: it’s something I’ve always wanted to do.

In my twenties, I was trying to figure out the way to do it, where I wanted to work, what medium in fashion I wanted to take. Fashion to me is an artistic way of expressing myself; it’s not for the love of fashion just as clothes, it’s a form of art for me. I chose resort-wear, lifestyle and swimwear purely because they represented my favorite lifestyle, the one I like to live and I’m inspired by.

When did design your first bikini?

I’ve always designed and made bikinis myself from the age of 17 years old, it was the perfect hobby, although of course they weren’t perfect! I was just making them home with the domestic sewing machine:  you really cannot get something nice with that, but you know, that’s how I started. That’s how I trace it back when I wonder “why am I doing swimwear?”. It’s because I remember I loved doing that… I’ve always had lots of swimwear and beachwear, because I travel a lot and I lived in a beach country, on a beach, that was a different kind of experience.

That was Tel Aviv, right?

Yes! I would wake up, go to the beach, wear my bikini, my little shorts, a t-shirt, flip-flops and I would walk on the beach, do my sport, have a coffee with a friend. That’s how I used to start my day: that lifestyle, of course, is still in my heart, it’s something I want to go back to, at some point. Obviously London is a place where you have to be for professional reasons, if you want to be creative. At some point if you want to enter this crazy business, it doesn’t matter if it’s photography, fashion, art, you have to pass through Paris, London and New York. But ideally I’d like to live in Ibiza or somewhere like that, have a bit of a different lifestyle and be based in between. That’s exactly what I would want to do, have my own beach boutique in which I would be selling lifestyle pieces, including swimwear.

Black leather: limited edition

Have you ever considered a leather bikini? Sumarie limited edition leather rage will be soon available on sumarie.com!

Check out one of our hottest pieces, photographed here in a Polaroid style shoot by great Dean Avisar.