Seafolly

Seafolly - What's hot for summer
Australia's leader in fashion swimwear gives its directions for 2003

Sydney, Aust. (May 5th 2003) Australian women are celebrated the world over for their natural beauty and zest for life. And nowhere is this more evident then when they're gracing the beaches of Australia's rugged coastline. Understanding this unique beach culture and the women who embrace it has been key to Seafolly's success. Commanding a 35 per cent share of the fashion swimwear market in Australia, and exporting 25 per cent of its range, Seafolly's style direction is always eagerly anticipated.

This year its fashion driven, well-fitted range will again give women the ability to look fabulous on the beach. Everything from bikinis, singlets and one-pieces to towels, matching accessories, hats, bags and thongs have been influenced by Seafolly's unique Australian style.

• Colours
  Gelati Pastels are one of the new colour directions for swimwear, but what makes them new is combining them with either dark colours or natural tones.
  
  
• Styling
  70's tri bras and hipster pants are the key shapes for the coming season. New versions of these shapes include a moulded 70's bra.
  
  The sexy new maillot looks like a bikini from the back and a one piece from the front.
  
  
• Trends
  Jewel trims are a major trend this season. Embellishments have been developed either from stone, wood and other natural sources, or from fine jewellery inspired by hand made Navajo medallions.
  
  Asian inspired fabrics and styling are also a main trend for 2003. Kimono prints and Oriental flowers such as the "chrysanthemum" are being used on swimwear and cover-ups.
  
  There is also the return of metallic colours, including bronze and gold, in shiny lurex fabrications.
  
  Other fashion themes include Persian, Moroccan and Indian inspiration. Both print reference and colours from these themes are mixed together.
  
  
• Accessories
  Seafolly's accessory collection has been expanded to include sueded bags and thongs, rope espadrilles, floppy straw hats and straw beach mats. Beach chairs and umbrellas were a huge success last season and Seafolly has expanded this by offering a wider variety of prints.