Have Faith UK Swimwear launch

2009 and 2010 have been a gloomy period for the swimwear market. A study by ‘just-style’ revealed that the market had been facing a no overall price inflation and that 2009 saw only a 2.1% rise on the market’s value since 2006.

However with the London Olympics of 2012 fast approaching, forecasters are noting the current ‘splash’ effect on the swimwear industry with a boom in sales and new demand reaching outside Europe and the Middle East.  The UK is currently having a moment with brands moving into UK territories in time for Olympic fever.

FashionUnited posed a few questions for LA based former model, TV presenter and now designer, Jennifer Stano, who is launching her delectable line of swimwear, Have Faith, a Beverley Hills favourite, here in the UK.

Why did you decide to launch a swimwear range?
My work as a model and TV  presenter means I have to travel a lot. After shows, the team would often go to pool parties and I always wanted to wear something no one else had. I am particular about cuts and couldn’t find the shape I wanted -  I know how to sew so I started making my own bikinis. Tons of girls kept asking me about them so I decided to start a line.

What are the inspirations behind S/S 11?
We launched our 2011 collection in august of 2010 and it was already the end of the season. So this year we are adding only 16 new styles to the collection we had launched in 10'. The inspiration behind the current 2011 collection is VEGAS! It’s where I was when I first wore my hand made bikinis, so has a sense of nostalgia for me. Designs are sexy and glamorous. I call them ‘show-stopper’ bikinis.

What are your price points?
Prices range from $120 to about $200.  We also sell 100% silk tunics that are all hand beaded for still under $100. We are not target - we are a boutique brand. I aim to stay true to my roots and what I would have been able to afford as a young woman – so for the quality the cost prices are actually low.

What are the signature/most requested pieces in the collection?
In keeping with S/S 11 trends – the bright colours are really popular. And the lace band bikinis because they don’t create a bulge around the hips – the lace is stretchy and forgiving. And we have some new pieces coming out next month, which are sure to be a hit! (you will have to visit the website at the time to find out more)

Why have you now decided the time is right to launch in the UK?
We launched end of season last year so this will be our first real summer as a swimwear line. I want to make the brand globally recognised and obviously there is the London Olympics now approaching,
so it seemed right to come to the UK.

What differences do you notice in the UK and US market?
I am still finding my way around the UK market, but I think the British consumer is probably more conservative in their design choices than the US - in particular West Coast - customer.

Sales through are generally dominated by a relatively few generalist or swimwear specialist business’ such as Victoria Secrets in the US and Marks and Spencer in the UK. How are you looking to break through this?
I’m very much a niche, boutique brand – I think I appeal to a different customer.

Would you ever consider moving beyond swimwear – if so to what?
Yes – I want to make Have Faith into a brand. We are already looking at designs for comfy off the shoulder t-shirts, cute sweat-shorts and zip-up hoodies, off the shoulder sweat shirts as well as gym clothes and beach bags. My starting point is always looking to cut and how I can best flatter body shape – so I feel confident in moving that into other design directions.

Image: Have Faith S/S11