Beauty label BYREDO has launched a new swimsuit offering with clothing store Stockholm Surfboard Club, debuting the ‘Summer Friend’ one piece. The swimsuit arrives in two colorways: mauve and black, and features a white BYREDO logo across the front. Inspired by Scandinavian summers, the swimsuit adopts a surfing culture aesthetic, transporting the consumer to Stockholm’s Archipelagos.
The swimsuit comes as a part of the brand’s ‘Byproduct’ line, which comprises all of its non-beauty items. The campaign depicts models swimming in a lake and playing on the shore, all clad in the new BYREDO swimsuit. The ‘Summer Friend’ swimsuit is priced at approximately $195 USD, and will be released in limited quantities. The BYREDO ‘Summer Friend’ is now available exclusively on the brand’s website.
Image Credit: BYREDO
Key Themes Behind This Trend
- Branded Swimsuits
- The trend towards logo-adorned swimsuits reflects an opportunity for other beauty brands to expand their product offerings with limited edition swimwear.
- Surf Culture Aesthetic
- The use of a surfing culture aesthetic in a swimsuit appeals to a broader range of consumers, representing an opportunity for retailers from apparel and beauty industries to create a collection based on the surf culture aesthetic.
- Byproduct Line Expansion
- The launch of a swimsuit collection as part of BYREDO's Byproduct line underscores the potential for non-beauty or skincare brands to extend their offerings to customers.
Where This Applies
- Beauty and Skincare
- Beauty labels inspired by the fashion industry, like BYREDO, might gain a competitive edge by adding non-beauty items such as logo-adorned swimsuits to attract a wider range of consumers.
- Fashion
- The surf culture aesthetic might inspire fashion designers to create a full collection of swimwear and beachwear.
- Retail and E-commerce
- More opportunities might open up for non-beauty brands to introduce limited edition swimwear pieces through e-commerce channels, selling their own brand's swimsuits in small batches.
