Forever Unique is a luxury fashion brand specialising in ladies’ occasion wear. Established by Seema Malhotra and her husband Sandeep in 2008, Forever Unique has paved the way for accessible and affordable designer fashion, being a go-to brand for celebrities on the red carpet.
In this time, the brand has created collections to complement its main range of glamorous occasion wear, which include ready-to-wear and beachwear; curated by Seema, the brand’s design director, from TV’s The Real Housewives of Cheshire.
Forever Unique has achieved widespread worldwide success and established a strong brand identity and online presence without becoming mass market.
Here, Seema discusses her design handwriting, retail expansion plans and Fashion Week ambitions.
Why did you decide to delve into the beachwear sector after initially launching womenswear?
Our aim is to offer collections to suit every occasion. Our target customer leads a luxurious lifestyle, so we decided to adhere to those who enjoy travelling for pleasure.
How would you describe your design handwriting?
We look to catwalk trends to gain inspiration, but place our signature Forever Unique stamp on each one of our designs. Glamour and standout desirability is key, and we ensure that quality is always of the highest standard.
Your ethos is to offer accessible and affordable fashion. How do you keep your prices down?
We have recently introduced a new ready-to-wear collection, which retails at a lower price point than our mainline. This comprises more off-duty styles without compromising on quality.
In order to ensure we keep our pricing competitive while keeping the quality and style in line with our brand’s standards, we use printed fabrications across our swimwear collections over higher-priced embroidery and lace techniques. By using printed fabric we can keep our trademark bold colour and rich style which corresponds with our brand handwriting using the addition of trims to elevate the collection, whilst keeping it affordable.
We offer a range of style options in easy-to-wear shapes, by using the same shape across a number of prints the manufacturing process is simplified and therefore more cost effective, this is also achieved with the repeat use of the same print. By repeating the bold prints we use across the product range, we create a number of strong capsule collections that customers can create a full look from, while be price aware.
What is it about your brand that attracts celebrities such as Rochelle Humes and Lucy Mecklenburgh?
We are bold, glamorous and our styles are created to fit all female shapes. Our aim with our beachwear is to make our customers feel confident and comfortable. Celebs love our designs because we exude style and quality.
Where is your beachwear range stocked in the UK and abroad?
We have a number of agents and distributors who sell the Beachwear collection for us, ranging from Europe to the Middle East. Our stockists consist of a number of hand-selected independent boutiques and a selection of store groups.
How do you plan to grow your retail presence?
We plan to expand our retail presence by opening a number of flagship stores across the country.
How would you describe your SS18 beachwear collection?
Incorporating a tropical paradise aesthetic, while playing on the popular bohemian gypsy trend, the collection comprises matching bikini sets, cut-out swimsuits, floating kaftans, sarongs and sweeping maxi dresses. Striking tropical prints adorn bikinis and kaftans, with floral designs boasting magenta, midnight blue and lime hues. Bohemian influences take shape in the form of tassel detailing, off-shoulder frilled dresses and jewelled sarongs. Beautiful butterfly prints in a yellow, aqua and monochrome palette are juxtaposed against clean lines to create an eye-catching composition. Glamorous elements are revealed through hot fix embellishments, diamante jewels and metal hardware, making this the perfect high-summer collection.
What is your size range?
Our in-house design and buying team have utilised market research and gained feedback from our current customers to ensure that Forever Unique will be the one-stop holiday shop for a collection that knows no boundaries. Our size range offers most styles in sizes UK 6-16, and 1-4 in the kaftans and cover-ups, making it accessible for all. Most of our swimwear is now structured for added support and shape and we have included multiple styles in swimwear bottoms to suit a vast range of customers. There has been real focus on fabrications and intricate detail to make up our most creative collection yet; with multiple ways to wear and transitional styles that transfer from beach-to-day wear, as well as day to night.
Where do you see the brand heading in the future?
We see our brand heading to the Fashion Week catwalks where we hope to showcase our collections alongside established fashion moguls in the four major fashion capitals in the world.