LONDON — As summer approaches, brands are gearing up for the power of the heat with new collections, categories and lines.
Paige Adams-Geller, the founder of her namesake label Paige, is joining the wave by venturing into swimwear.
The idea has been brewing for a few years now and it’s partly a personal pursuit for the perfect swimwear.
Lais Ribeiro wearing Paige swimwear.
Naj Jamai
“What really kick-started the process was when I was thinking about the exciting rendezvous and vacations during the COVID-19 pandemic, and how I needed to find the perfect swimsuit. I started ordering online and everything was cut so sexily without much coverage,” said Adams-Geller in an interview.
“And then some of the others were disappointing when it came to the quality of the fabrics. And so I couldn’t find exactly what I was looking for,” she added.
The debut collection features swimsuits, bikini tops that can be worn without a strap and bikini bottoms, all sold separately.
When Adams-Geller started researching the ingredients that make a great swimming costume, she put elasticity and the sheen of fabrics on top of her list, while borrowing prints from Paige’s collection.
Lais Ribeiro wearing Paige swimwear.
Naj Jamai
The swimwear has a multipurpose, for them to be worn with Paige’s collection of denim and apparel.
“I was thinking about silhouette, and what one could wear from beach to brunch,” said Adams-Geller.
Growing up, she worked as a fit model with Hard Tail, Guess, True Religion, Lucky, Habitual and Liquid. She made sure to bring a variety of fit models to try on the samples of the swimwear to make sure it fit all types of bodies.