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Real women want wearable styles & quality in swimwear
15
Apr '11
There's a new trend in swimwear this season -- swim styles for REAL women are in. In fact, a recent survey by Lands' End found that the majority of the female respondents prefer swim styles designed with real women in mind such as Slenderizers (82 percent), One-piece styles (81 percent), and SwimMinis (70 percent). Wearable swim trends are tops and it's not surprising considering almost all female respondents (99 percent) identify themselves as REAL women with curves as opposed to the less than one percent who state they look like a supermodel.

"This season, real women rule and they are determining the trends seen at the beach and poolside," said Ivy Spargo, general merchandise manager, Lands' End. "At Lands' End, we've found that women want coverage combined with flattering fits and fashion-forward details and they will find them in this season's swim styles."

Styles to Flatter Real Women Top the Trends
From ruching and ruffles to swim skirts and patterned swimsuits, according to Spargo, all women will be able to wear this season's hottest trends. Ruching or shirring may be reminiscent of the Greek Goddess era but this figure-flattering style detail will turn many into a Beach Goddess when it comes to swimwear. Gathered fabric is sewn together and perfectly drapes to conceal and compliment almost all body types.

Another wearable swim design detail this season is ruffles. Lands' End has added this of-the-moment detail to swim skirts and swim tunics for a feminine touch. For those looking for coverage and style, look no further than the swim skirt. More than seven out of ten (72 percent) of those surveyed are considering a swim skirt this season.

While solid colors will remain a style staple in swimwear, patterns are picking up. In fact, the survey found 81 percent of women are considering a patterned swimsuit. Popular prints this season include retro polka dots, nautical stripes, graphic florals and paisley prints.

Slenderizing Swimsuits Go Mainstream
No longer a secretive undergarment, swimsuit slenderizers have now gone mainstream. As a result, the survey found more than eight out ten women (81 percent) are considering a Slenderizing swimsuit this season as new innovations emerge. Lands' End offers a variety of figure-flattering swimwear with targeted slenderizing properties in three different collections: ShapeWear, All-over Control and Tummy Control.

While women may want control in a swimsuit, many want targeted control in areas like the abs, obliques and back. Lands' End's ShapeWear Collection features an exclusive slimming technology for targeted control. Overwhelmingly, 95 percent of women want a dream swimsuit to help flatten the tummy area. That dream can become a reality with the Lands' End Tummy Control Swimwear Collection featuring one-pieces and swim separates for those seeking some midsection support. For many surveyed (93 percent), the dreamiest swimsuitoffers all-over slimming. Lands' End's All-over Control Collection offers technology and fabric that deliver slimming power that fits snugly, yet feels comfortable in and out of the water.


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