British luxury swimwear brand Heidi Klein has grown from strength to strength since launching in 2002. We managed to grab their Creative Director, Heidi Gosman (below right), for 15 minutes
Where did the idea for Heidi kKein come from?
Penny Klein and I worked together in marketing and business before becoming good friends. We had great business chemistry and complemented each other’s strengths and weaknesses perfectly. We were working together on a project for a client about airport spend and holiday mind set and we thought, ‘What a brilliant idea, why don’t we do this ourselves?”
Talk us through the journey you take with each collection?
Before I start creating, I research old magazines, watch movies, attend runway shows and use my constant travels as inspiration for new trends and styles. I also listen to what customers are saying at the stores; what they want to see and what they don’t want in their beachwear. I then sit down with my design team and we decide on names, styles, and prints for each story within the collection. After a first draft of each style, we edit down to fine tune the collection.
How do you choose the swimwear shapes? Is it focused on body shape or the trends at the time?
Both are a focus for us. We focus the cut on what works for various body shapes, such as a push-up bra for small bust sizes or a D-G cup bikini for larger ones. We also come up with fresh new prints and styles to complement each season.
What are your favourite pieces from the collection?
Currently I love the La Maddalena bandeau bikini and the Formentera kaftan (pictured below).
Do you think being a British brand plays a role in your popularity?
Being a British brand is part of our identity and sets the stage for our effortlessly chic collections. But apart from that I think our popularity comes mostly from offering a range of fresh styles and designs and the fact that customers know they can always find something that fits them perfectly.
What does the future hold for Heidi Klein?
We are expanding in all directions; such as a new boys’ beachwear collection this year, as well as an extensive range of hats, bags, shoes and jewellery. This year we opened a summer pop-up shop in the Hamptons and plan to open many more around the world next year.
To shop their latest collection, go to heidiklein.com
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