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. 

Designer Swimwear Beach Location Photo-Shoot by Maggie Yescombe

"DESIGNER SWIMWEAR BEACH LOCATION PHOTO-SHOOT

The Designer, Marie of Sumarie, couriered the swimwear from her Femme Fatale collection over to my London studio a couple of days before the shoot.  So I had the swimwear with me ready, when I drove to Brighton station Friday morning.  At Brighton, I met up with my shoot team for the day, Tamara (Model from Milk Management) and Christiana Howell (MUA/Hairstylist). Despite me setting a later than usual call time of 10.28am (knowing we had plenty of day-light hours and thinking that they’d appreciate a lie-in), Tamara and Christiana both called me to let me know they’d turned up early.  So I put them in touch with each other, so they could grab a coffee, while I skipped breakfast/make-up myself to get there earlier too.

Down at the beach, it was chilly first thing in the morning, but not windy or too bad, so we decided to layout the make-up on the beach like a picnic, behind something for shelter, just incase a stronger gust came.

After sitting on a blanket (well a thick dressing gown actually) on the beach stones for a while, our bums were going a little cold/numb, so I grabbed the team hot coffees from the restaurant, that’s bathroom, with permission, then became our changing rooms.  Then we were ready to start shooting…

A few rounds of coffee, three outfits shot/in-the-bag, and a couple of lunches later, we moved on down the beach towards the Pier to do the rest of the shots at different locations, including the sequined Pantheon swim-suit with its beautiful shape and neck-line, that I had most being looking forward to shooting, and had in mind that wanted to shoot specifically that piece underneath the pier."

http://www.margaretyescombe.com/designer-swimwear-beach-location-photo-shoot/

Must Have: Sumarie Kaftan

Sumarie Kaftans are a must-have in every woman's wardrobe. Made in France with the highest quality silk georgette, they're timeless, light and extremely versatile. You'll find yourself using them more than any other garment in your summer luggage!

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!!

Sumarie on The Wall Street Journal

Last week Sumarie's gorgeous Pantheon Swimsuit was featured in the "Big Small Talk" section of the Wall Street Journal. These are the words used to describe our SS14 Designer Swimwear Collection. 
"What does the Chrysler building have to do with a swimsuit? To London-based French designer Marie Su: structure and style. She uses a combination of textured body-shaping Lycra and 3-D cubes and takes the lines and a sense of space in architecture to create swimwear with an extra level of dimensionality."

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...

Conversation with Marie: Part Three

Design for Real Women

Does your swimwear suit any kind of body shape?

It depends on the piece, but yes. In my collection I work with different needs of different body shapes, I always try to have something for everyone. It doesn’t mean that every piece works for everybody. When I build my range for the collection, first of all I have the pure inspiration and I decide what it is about: I build the story behind it a

nd my mood-board. Then I narrow it down to what I actually want to do with it. Then I do the core pieces of the collections and I build on it the rest, designing something for every body shape. One sexy little thing, one sophisticated and clean, one more glamorous to wear when I want to feel super-beautiful. Another one is just to swim in a pool in the morning when you wake up and maybe you don’t want to wear something fancy and ruin it, maybe you just want something nice and not too complicated. Everything is available for every mood, every moment and every body shape. That’s why I spend a lot of time in the planning my collections. It takes me a while to make a collection I don’t do it over a night or two weeks, it’s a dedicated process that comes out of research.

What about all the other pieces, kaftans, jackets, resort-wear in general?

They have to work with the swimwear, I always design the collection together, everything has to work together. All the kaftans are part of the range so they are in the same colour theme and structure. In Femme Fatale you have the lycra jackets. They have the structure, they are quite minimalist with a touch of the sport elegant chic. The jacket is what you wear over your swimsuit when you are on a boat, because it’s windy. When you are on a boat and you go quite fast you can’t be just in your swimsuit. It doesn’t need to be warm because it’s not cold, it’s just windy. They’re designed for those who love sailing and boating, but at the same time you can wear these pieces out. If you’re coming from the beach and you don’t want to change, you don’t have to, you put this little jacket on your swimsuit and you already look chic. It’s about looking good throughout your day; it’s about having what you need. 

This way you’re confident in every situation…

Exactly, if you have a little jacket with you, you can just go out at the end of your day, you put your leggings on and it looks like a suit. If it’s very hot you put the kaftan as a cover up, if you go for a pool party you wear a dress. It’s about the holiday, the experience, looking good throughout wherever you go. It’s about looking stylish and good. Besides, not all women know how to wear things together, that’s why in my ranges and my collections I have pieces that work with everything. It’s not just swimwear, you have a wide variety of other items to wear with your swimwear, which is very important for me as a traveller.



Read parts one and two by following these links!
http://www.wherethelifeissumarie.blogspot.co.uk/2014/03/conversation-with-marie-part-one.html
http://www.wherethelifeissumarie.blogspot.co.uk/2014/03/conversation-with-marie-part-two.html

SUMARIE on Sunday Independent Life Magazine!

This week a great editorial was featured on Ireland's Sunday Independent Life Magazine. Sumarie's Chrysler swimsuit looks as stunning as always in this beautiful full page image!

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.

Mood Board: Honeymoon Collection

The flowers of May, the sun of July or the colors of September? Whichever month you chose for your wedding (by the way, congratulations!) the time has come to give some thought to your honeymoon as well!
Everyone knows it, in honeymoons women are always at their best: radiant, in top shape, enthusiastic to begin a new exciting chapter of their lives. In such wonderful times, some changes to the wardrobe to feel good and confident are more than well-deserved.
Marie's preparation for her own upcoming destination wedding boosted her creativity, and in the past weeks she came up with some great ideas for a Honeymoon Capsule Collection. It's still work in progress, but we can already give you an idea of what it's going to look like...  Bearing in mind the summery feeling of freedom and the sensation of sun-kissed skin, the cruise line will be inspired by the romantic bridal atmosphere of a beach wedding. White lace, soft pinks and turquoises, fine textures, romantic lines, small luxurious details...
This is one of our Moodboards, stay tuned and we'll tell you more ;) 

Marta Lamovsek for Sumarie

Sumarie loves collaborating with great photographers. Marta Lamovsek, with her clean and classy style, is definitely one of them. These are some of the best pictures featuring Sumarie taken during the past year in three different photoshoots. Stunning!

Black&White Dubai Photoshoot

Blue fashion

Endless Summer Photoshoot

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.