Demi Moore steps into a new role: swimwear designer – WWD


Demi Moore launched her own vintage-inspired limited-edition collection at Andie, the women’s swimwear brand.

The 59-year-old actress, producer and author said she had never designed swimwear before “except in her head”.

“My relationship with Andie has been around since the very beginning of Andie, and it’s been a natural progression,” said Moore, who became an investor in Andie in 2018. “It happened after my daughters and I did the campaign together last summer, it just evolved very organically.

When she agreed to do it, “I had no idea what it meant, I’m still trying to figure it out,” she laughed. “In the process, it allowed me to explore some things about what I liked, what I thought other women might find interesting and unique that also addressed some of their areas of concern and in doing so in a way that was always sexy and had style,” Moore said.

“In all honesty, it really sounded like something that would be really fun,” she added.

As for her aesthetic and how she approached the design process, she said, “I felt there seemed to be a real see-saw between almost no fabric at all in the swimwear and things who were covered, but a bit matronly and asexual. There was this combination of looking at these two polarities and my love and the vast collection of vintage swimwear that I wear, and in some cases I wore them as if they were clothes, like shorts. It really inspired me to find a little niche in what I love about what Andie was already doing, doing things for real women that were simple, classic, comfortable.

Moore said when they first started talking — Andie has evolved significantly since then — there was a lot more leaning towards a sportier direction. “I really wanted to find a way to remind people that sweet and sexy doesn’t have to show it all,” she said.

Moore seeks to respond to both her contemporaries as well as those of her daughters.

“I hope there’s a little something right appeal to a very wide audience. Even though it’s a small collection, the idea was really to come up with something that would cross-pollinate, and things that you could think of more immediately that an older person might wear because they’re more covered and is actually something someone could wear as clothing,” she said.

The collection, called Demi Moore x Andie, includes 10 styles and is made from premium fabrics sourced from Italy and France. The suits were made in a factory in Morocco. Priced from $75 to $155, the collection includes one-piece suits and separates, including the Marseille one-piece, The Deep V one-piece, Tropez one-piece, top and bottom. Monaco down, Tropez up and down, Cannes up and down, and Marseille down. One of the patterns is a Firework print.

Demi Moore poses in a Demi Moore x Andie swimsuit.

Drew Escriva

“Demi Moore has captivated millions throughout her stellar career,” said Michelle Copelman, Vice President of Brand and Design at Andie. “With undeniable style and impressive attention to detail, we thought she was the perfect partner for Andie. Demi was involved in every step of the design process, from sketches and silhouettes to fabric selection and finalization. We are thrilled to partner with such an influential fashion icon on this very special collection and look forward to sharing it with women around the world.

Copelman said the sizes range from XS to XL and include plus sizes from 2XL to 3XL. All fabrics contain an aspect of recycled materials. She said the packaging is recyclable.

When asked if it was a one-time collection or an ongoing venture, Moore hesitated, then replied, “We’ll see.

“There were a few things Michelle and I were really trying to break that I really wanted to do. We have explored, but it has not yet materialized. We let him. It’s almost like a song you couldn’t sing. If they have the patience and my hyper-detailed…I feel like I learned a lot in that exploration, and I really enjoyed it and I feel like I have a much better understanding,” Moore said. She said design swimwear is a much trickier world than people realize. “What would work in lingerie wouldn’t necessarily work in swimming. Even some details…” she said.

When asked if these looks were designed for swimming, Moore replied, “My hope would be yes.” She said Copelman kept her on track with fabrics that responded well. “Too often we receive suits and they fall apart after two washes. That’s not what we were trying to do. I love what Andie does, they’re simple, classic, wearable and durable,” Moore said.

In addition to the website,, the collection will be sold later this month at Andie’s Sag Harbor. This store opened the first week of May. There is an Andie’s store in Berkeley, California, which also opened in May. “We kind of anticipate the collection to sell out pretty quickly given the great photos. They’re destined to get it, if they don’t sell on e-commerce,” Copelman said.

The collection was shot on the Côte d’Azur, in and around Marseille. The brand hired Los Angeles-based film photographer Drew Escriva, who photographed Moore with film. Moore worked closely with the creative team on styling and location scouting. Last July, Moore appeared with her daughters Rumer, Scout and Tallulah Willis in the “Together” ad campaign for Andie.

Moore’s capsule will be split into two deliveries: July 7 and July 15.

Describing her favorite designs, Moore said, “I love ruffle bottoms, whether it’s with the bikini top or the bandeau top. It has an ease, and it’s fun and playful. In fact, I love both one-pieces for totally different reasons and feelings, even though I always end up wanting to be in a bikini. Not every occasion is appropriate and I don’t always want to share myself in a bikini,” she said.

As for which styles she thinks will be best-sellers, Moore said, “It’s hard to say. I almost hate to say it, because I think you may be surprised. There’s a strong feeling that the Plunge is going to do very well and appeal to a very wide audience, and I think we’ll actually be surprised by the other piece that has a panel in the front, which is more covered. I think there’s something that I can easily see someone wearing a long shirt and wearing it like streetwear,” Moore said.

Going back to whether it was a real business or just a one-off affair, Moore said she did it because she felt that she could really feel great joy in exploring. She said she had a very close relationship with Melanie Travis, the company’s founder and chief executive, and was an early supporter and investor. “It really is a labor of love. Yeah, it’ll be awesome if it’s successful. That’s not what drove it. We haven’t even done my deal,” Moore said.

Discussing what attracted her to the business in the first place, she said: ‘I just loved him [Travis’] vision and his point of view of wanting to put the experience of a woman as a goal to bring a better experience to such a vulnerable part of our lives, and how to make it a more comfortable and empowering experience. There was just something about what she was trying to carve out that I really liked and understood because it was so vulnerable. I think from that perspective, I was just looking to add a slight bias to that of a bit more whimsical and feminine detailing and different material where Andie has gone before. I’m just pushing the envelope a bit with things I’d like.

Moore was asked if she sketches. “Oh honey, you wouldn’t want to see my sketches. I do great doodles.

“I have an extensive collection of vintage swimwear. The combination of images, using inspiration from certain shapes that I felt had something we hadn’t seen or played with for a long time, which I think might trigger something like this did in me. Maybe it won’t… I would look at the vintage pieces I have and look at the pictures associated with them, there had something very glamorous that we maybe lost a little bit of that had a bit of playfulness and a fantasy that was maybe a little bit larger than life in a way that might be enjoyable for us,” he said. -she explains.

As to whether Moore has any interest in launching other categories, she said, “I’m not closing the door on anything.

“There are a few things, if they want to continue. There are some things that Michelle and I really liked but haven’t touched on yet, and maybe there will be a little addition at some point. I love this idea of ​​camos built into the look,” Moore added.

As reported, in December Andie, which also makes lingerie and loungewear, reported raising $18.5 million in Series B funding, bringing the brand’s total investments to $27.5 million. . The latest round was led by Marcy Venture Partners, the venture capital firm Jay-Z co-founded, along with Jay Brown and Larry Marcus.

After a successful pop-up in Palm Beach, Florida, the company expanded its omnichannel strategy with two pop-ups in Sag Harbor, New York, and Berkeley, California, with plans to open more stores later this year. Andy also recently launched camos, starting with linen, with terry to follow this month. The Fast-growing company has sold over 1 million swimwear to date and achieved 100% year-over-year growth from 2020 to 2021.


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Demi Moore invests in Andie Swim

EXCLUSIVE: Andie Swim raises $18.5 million with help from Jay-Z’s venture capital fund

Demi Moore and her daughters appear in Andie Swim’s summer campaign


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