Lefair Magazine USA

Author: Lefair Magazine, Los Angeles CA  

Australian swimwear brand Second Swim is currently in its second incarnation. The line originated as a business called “Privileged Fashion,” which owner Becky saw as an opportunity to provide a way for creatives to collaborate locally. In an effort to create more content for the site she quickly realized what worked for her brand and what didn’t. Ultimately a new marketing plan evolved into a launching a swimwear line.

The name change of the line was more than a re-branding, however. Becky briefly had to shut down the business during a time when both of her parents were diagnosed with cancer. The name Second Swim came from the concept of second chances. Becky’s mom recently lost her battle to cancer, which is why the labels most recent collection is named after her.

The Susie Q Collection found inspiration in contrasting colors, as well as the 1990’s trend. The most popular style in the collection is the Rachael, which is a twist bandeau bikini top named after Becky’s twin sister. In fact, each and every item in the collection is named after a strong woman in Becky’s family.

The label’s muse happens to be another Rebekah. The model was found on Facebook and quickly became a part of the Second Swim family, despite having little modeling experience ahead of time. The collaborative aspect of Second Swim’s story is intentional, and best described in their own words....