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Labels We Love: Infamous Swim




Soak up the sun with Infamous Swim.

This is the swimwear line you should have on your radar now.  Upon the launch of Gemma Crowe’s stunning swimwear label, Infamous Swim, the fresh creations, modern unique, and colorful styles soon caught the eye of fashion lovers from all across the globe. The designer is clearly set for great things ahead as the line has grown in popularity with its celebrity sightings and as a poolside staple. Drawing inspiration from Instagram, where Gemma followed accounts where mommy’s and their adorable mini’s would coordinate swimwear, she speaks to Modeliste about her journey so far and the inspiration behind this must-have label the Summer.

What is the story behind the creation of Infamous Swim?
My passion for the Infamous & Mini Swim collection came about through Instagram. I am Instagram mad and adore the supportive communities of women built through the platform, not only for the divine imagery but the day-to-day conversations about kids, breastfeeding, husbands, working with kids – you name it, we discuss it! I have such a love for beautiful Instagram accounts where Mumma’s would match with their minis! It’s such a hit and I realised there was nothing in the market for complementary and high-quality swimwear for mums to match with their kids. And so, my concept for Infamous & Mini Swim was born.

What makes it so unique in the swimwear industry?
Well, further to the above, I think what makes us really unique for a swimwear label is that we are major on body confidence/ positivity. Swimwear is typically a category that makes us feel insecure about our flaws, but at Infamous Swim we truly believe that women should be spiritually and emotionally nourished and feel good from the inside out no matter what stage of life they are in. As women, I believe our bodies are simply incredible and should be celebrated, and we promote that empowerment through my swimwear for ladies of all shapes and sizes. Our swim is for everybody.

How would you describe it in 3 words?
Fun, Positivity, Family.

What are some of the top swimwear trends for 2021?
The colour trends for the next Summer are an electrifying pink, a mango-like orange, a calming blue and a plant based, olive-like green. In styles we’re seeing more vintage shapes, think the full coverage or sculpted bikini top and high waisted bottoms (which we’ve been a huge fan of for years!).

What are the best selling styles?
Our best selling print is definitely the Safari Leopard, for our wonderful customers leopard print is a basic, and the Gia and Ginger bikini sets are hands down the favourites. We’re sure it’s because most women feel supported, tucked in and, most importantly, fabulous. The Miranda and the Candice one pieces have also been a hit!

How does Infamous Swim come up with new collections?
My initial consideration is thinking through summer trends, colours and patterns for the coming year. This gets me ‘in the zone’ pretty quickly and from there I’ll sketch or play around with creative ideas. I’m a perfectionist, and the first range took around 8 months to bring to life. Each of our prints are hand-drawn designs. This part is a carefully curated process that includes sketching, colouring in with pencil, and scanning into a computerised program to make final edits and ensure our prints are picture perfect.

As for inspiration, well, that comes from everything around me. Our beautiful Paradise print is a mix of the stunning Australian sunsets, my favorite color mint and a Monstera plant I see every day.

What can people expect to see from Infamous Swim in 2021?
We are constantly asked when are we going to bring out a tankini!.. so I’m working on this at the moment and will hopefully launch this year. We also have some more new prints, colours and textured fabrics in the works, they’re coming for this Summer, and a few more styles.

Where does Infamous Swim get inspiration for their designs?
We’re always listening to what customers are looking for, what they struggle with when looking for swimsuits, as well as our own design ideas looking through vintage archives, modern trends, and developing the styles that will suit our goal to suit every body.

What would you like to say to your Infamous Swim fans?
Thanks for the love! We wouldn’t be here without our amazing customers who have supported and encouraged us from the beginning, we can’t thank them enough for being such awesome people and really embracing our vibe.

What will we love most about your latest collection?
Our latest collection is our collaboration with Marcia Leone, @notsomumsy, …it’s a gorgeous take on animal print blended with the hibiscus flower. It’s somehow soft and subtle yet stunning, we’ve had so many amazing comments on it already, only a few weeks in.

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