INTERVIEW: Lingerie retailer turned swimwear designer Alexandra Miro

Former lingerie e-tailer and Instagram sensation Alexandra Miro has launched a sexy and sculpting swimsuit collection set to take social media by storm.

Alexandra Miro, a lingerie retailer turned digital influencer, has added another string to her bow – designing high-fashion and functional swimwear.

The former creative director of online lingerie store Fox & Rose has developed a new collection that is designed to lift and shape the bottom and emphasise the bust, with a Brazilian-inspired design, using minimal fabric.

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Her aim is to reinvent the functional and aesthetic elements of lingerie in one-piece swimsuits.

“I’ve worked with lingerie brands and I have seen the structure and support that goes into a piece. That is something that I wanted to bring to swimwear, which I felt was lacking,” Miro explains.

“Swimsuits can be very frumpy and boxy, so I wanted bring the delicacy and detail of lingerie into swimwear.”

The collection is also a response to her fruitless search for a stylish one-piece during her time as a lifestyle blogger.

“I’ve literally tried hundreds of swimwear brands and have never been able to find the perfect one-piece. They are either super sexy or too conservative. So I wanted to create a collection that is high fashion, and will give everyone an incredible shape,” she says.

Miro left Fox & Rose four years ago and relocated from Brighton to London with her husband and young daughter.

It was there that she began documenting her life on Instagram and has since gained a following of 38,800 people.

“That’s how the social media thing happened for me,” Miro says. “I split my team between London and Ibiza so I’ve worn a lot of swimwear and I’ve always been a huge fan of one-pieces, but I can never find the perfect one for me because I like them to be quite structured, but also quite sexy,” she continues.

“I wanted to create something that was really great on the body. It’s all about body contouring and sculpting.”
The launch collection comprises five styles in sizes 8 to 16.

It features neoprene fabric in a palette of monochrome and red, moulded cups, plunging necklines and cut-outs.

“The lightweight fabric sucks you in and the design gives the illusion of curves, enhancing the body,” explains Miro.
Some of the styles have a Brazilian cut to optimise the bottom.

“I’m a big fan of less is more in the bum,” she says. “We are definitely seeing a trend towards Brazilian-style swimwear and I think that women are realising that they don’t have to wear a lot of fabric around their bottom because the more fabric you wear, it actually makes your bum look a whole lot bigger,” she adds.

“Also, the swimsuits are cut with a V in the back, which is really flattering because it shows off the lower back.”

The new collection launched for wholesale last month and will trade online from January, but, for the moment, Miro favours the importance of building a strong brand identity over a big sales push.

“For my first season I don’t think it’s necessary to get in with lots of retailers – I want to try and establish the brand and be quite controlled with the sales,” she says.

“Obviously, I’m already promoting it through Instagram, introducing bits and pieces. I’m giving people a sneak peek and Instagram is great for that.”

Miro has come a long way since co-founding Fox & Rose in 2010 and recognises the importance of staying active on social media in an increasingly competitive online retail market.

“When we started Fox & Rose we were one of the few online retailers selling luxury lingerie and now it seems to have exploded. I think people were quite scared to buy lingerie online when we started out, but so many transactions are done online now and the whole retail climate has changed,” she says.

“My brand is really social media driven and I think this is really how people are buying now. People are looking at Instagram for inspiration and want to buy through it, especially when it comes to swimwear. People go on holiday and post pictures in their swimsuits, so Instragram is perfect for swimwear.”

Miro has also modelled some of her pieces on Instagram in an effort to send out a message of body confidence.
“I have put my money where my mouth is and worn some of the swimwear in some lookbook images because I think it’s really important for women to relate to someone who’s not a tiny size,” she explains.

“I think people would be quite interested to see what I would look like in the swimsuits. I’m not a celebrity, but I have real following among women who engage with my lifestyle and hopefully they will be the ones who engage with the brand and want to buy from it.”

Alexandra Miro will be launching five new styles for Autumn/Winter and plans to exhibit at Salon International de la Lingerie in Paris and the Miami SwimShow next year.

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