Last night she sat in the front row as models showcased dozens of bikinis by Sydney label Zimmermann to an audience of 400 fashion media and buyers at Sanctuary Cove on the Gold Coast.

“Back in the 50s it didn’t occur to me that a bikini was illegal or indecent, it was just what I was wearing,” Ms Stafford said.

“But today anything goes; it doesn’t matter how brief it is even if it’s a just a G-string with a little triangle.”

Ms Stafford, who is now 88, is credited with introducing the French two-piece costume to Queensland, after founding the Paula Stafford Fiesta Tog Shop under her Surfers Paradise home in the early 50s.

Back then bikinis were rare and often ridiculed, but today they are a multi-million dollar business for labels such as Zimmermann, which last night opened the inaugural Swim Fashion Week on the Gold Coast.

“Swimwear is a fashion product of its own now,” said Nicky Zimmermann, designer and co-founder of the label with her sister Simone Zimmermann.

“It’s become such an important part of women’s wardrobes, it’s as important for women to have a great swimsuit now as it is to have a great pair of shoes.”

Saucy string bikinis, sporty grey marle two pieces and black one pieces with wing-like stripes were among the swimmers Zimmermann sent down the runway last night.

Vintage map prints appeared on scoop neck one pieces and tie front bandeaus, while underwire, cutaway and one shoulder detailing featured throughout the collection rendered in a range of bright colours and mineral shades.

Zimmermann, whose 15 year-old label has 12 standalone stores in Australia and over 100 stockists in the US, attributed the popularity of swimsuits to the optimism involved in shopping for them.

“You are generally buying these things because you are going somewhere great,” she said. “It’s not like buying a pair of suit pants to wear to work.”

Zimmermann said her new collection was inspired by “a really cool pool party, girls really dressed up having a great time.”

True to that ethos, Zimmermann hosted an after-party for 45 people on board a 34 metre luxury cruiser called the Emerald Lady.

“Swim Fashion Week is about doing business, but you mix it with having a good time,” Nicky Zimmermann said.

Twenty five labels will show at SFW over the next three days in the industry-only event aimed at driving swimwear sales in Australia.
Sourced via theAustralian.news

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