Luxe: Style Meets Function
Raj Manufacturing, the Tustin, Calif.–based manufacturer that produces a slew of juniors and misses swim brands, will target a new niche market come Cruise 2009. Luxe, a new in-house brand designed by longtime Raj designer Katty Mui-Ho, will target contemporary women ages 25 to 45. Inspired by co-president Lisa Bhathal Vogel and her peers, Luxe takes its cues from modern sportswear and designer fashion.
“There is a void in the market for women who are too old for juniors swimwear but too young for misses. There isn’t product that my friends and I want to wear,” Bhathal Vogel said. The younger brands lack construction and support, she said, while the more mature brands lack the right aesthetic.
Luxe, which will debut with six tightly edited groups, will offer hip moms and fit 40-something women a complete swim wardrobe. The bulk of the collection, made domestically and overseas in a custom Tactel-blend fabric, features dark colors and subdued prints with pops of turquoise and coral. Embellishment is kept to a minimum, but a premium is placed on construction.
Bikini bottoms are seamless to avoid digging, and bikini tops take cues from high-end underpinnings, with soft cups, underwire and demi-bra silhouettes. Tankinis feature a longer top, and onepieces have a low back for added sex appeal. “We want to accentuate the positive and minimize problem areas,” Bhathal Vogel said. That means raising an armhole while playing up the bust or dropping a back but raising the leg height. Coverups, which play a key role in the Luxe collection, are made from cotton, gauze and Tactel and are designed to go from the beach to the street.
Retail prices range from $30 to $195. For more information, call (714) 838-3110 or visit www.rajman.com. —Erin Barajas
