My highlight: swimsuit designer Alexandra Miro


My highlight: swimsuit designer Alexandra Miro

  • Alexandra Miro, 42, lives in London and launched a luxury swimwear line in 2017
  • Inspired when it was noticed that buying swimwear was an emotional experience for women
  • She wanted a structured but not awkward one-piece swimsuit

Alexandra Miro, 42, launched her luxury swimwear line in 2017. She lives in London with her daughter Sophia, 12.

I grew up in a creative household. My mother Victoria Miro is an art dealer and founder of the Victoria Miro galleries in London and Venice, so I was surrounded by artists.

However, my parents encouraged me to go to academia for job security, so I studied history and got a masters degree from University College London.

After college, I got into fashion. I worked in the Versace workshop, then I joined the brand’s PR department. Over the years, I’ve done styling and shopping, and started a luxury lingerie site.

Alexandra Miro, 42 (pictured) launched her luxury swimwear line in 2017. She lives in London with her daughter Sophia, 12.

I have found that buying swimwear is quite a moving experience for women.

What was needed was a one-piece swimsuit that was structured but not ugly, which would allow women to feel empowered and comfortable.

I had no formal design training so working on my first collection was a challenge. But I had a clear idea of ​​what women were looking for aesthetically when shopping for a swimsuit. And I already had an understanding of the structure of lingerie.

Chic: Clara swimsuit, £ 200

Whitney, £ 196, alexandra

Chic: Clara swimsuit, £ 200 (left) and Whitney, £ 196 (right) alexandra

During a shoot, I met a brilliant woman who had been the chief buyer at River Island, and she helped me on the technical side and liaised with the factories in Portugal to have my sketches produced. We are still working together today.

I used my savings to launch the brand in March 2017 with several styles of swimwear including our iconic Whitney Bandeau, which is universally flattering as it has slimming panels and a built-in ‘shelf’ to support the bust. It remains our bestseller today.

I use sashes to cinch the waist and clean sculptural lines to highlight the feminine figure. Color blocking helps create the illusion of a slimmer physique.

Within six months of launch, we started selling to Selfridges after the company spotted me at a small trade show in London.

Now my main retailer is Each season, we produce an exclusive capsule collection for the company; this year it features kitschy prints of hearts and flamingos.

My designs have a pretty strong retro vibe and clients range from late teens to women in their 70s. In 2018, I expanded the label to include premium resort wear. I am proud that my line celebrates women and their bodies, their personalities and their lifestyle choices.



About Author

Comments are closed.