BAÍAH:
Luxury Swim and Resort Wear
An extension of the founder’s island mentality, BAíAH is the pinnacle of freedom; where escapism and embracism life overlap. BAíAH celebrates all aspects of life, from soaking up the sun on white sandy beaches to submerging in the rich local cultures of faraway destinations, and aims to create lasting confidence in their customers, no matter where the next adventure may take them. BAíAH’s timeless collection of swim and resort wear is not only beautiful but is sustainable too, leaving a minimal impact on the environment. Quality is at the heart of the brand, and the unique fabric and meticulous detail in each piece makes BAíAH a must-have name in every luxury wardrobe.
Luxury Lingerie Design, Build and Production with BodywearLab
The brand came to us with a clear concept; creating the perfect luxury holiday wardrobe that is both stylish and sustainable. The team at Bodywear Lab began by taking classic swim shapes and reimagining them for the modern glamorous adventurer. We wanted to highlight the sustainable aspects of the garments and the brand’s commitment to ethical practices so we lined every piece of swimwear with a stunning turquoise blue lining, designed to be seen. We also wanted to create pieces that were adapted to the wearer’s lifestyle and growth, so we cleverly designed the brand’s pieces to have straps and ties that were adjustable and could hug the curves of any body type. Not forgetting the element of luxe, we also adorned the pieces with beautiful hardware detailing, unique to BAíAH.
Our sourcing specialist was then able to find the most luxurious and eco-friendly fabric for the swim pieces, Oeko-Tex-certified Italian ECONYL®. Nylon waste and pollutants such as discarded fishing nets are transformed into ECONYL® which is a regenerated nylon that can be recycled, recreated and remoulded again and again. ECONYL® is also twice as resistant to chlorine and suntan creams and oils than competitors’ fabrics.
The debut collection features a one-piece, 5 mix-and-match swimwear separates, a jumpsuit and a dress for resort wear. The swim separates come in 3 different colourways, including the Textured Rivulet Jacquard, a unique black fabric with groves and jagged lines that mirrors the bespoke pattern found throughout the brand’s branding.
Branding, Marketing and PR with HYSCULPT
Once the product design and build were in full swing, it was time for BAIAH to head over to the team at HYSCULPT to begin the 360 marketing service. We supported them with a multitude of branding and marketing aspects essential for any new luxury lifestyle brand including brand naming, logo design, packaging, content creation for social media and website creation.
We began by creating an overall visual aesthetic that would direct and reflect the brand values of luxury, adventure, relaxation, culture, confidence and sustainability. Influenced by the vivid colours of the sunset and sea, the rich shades mirror the exclusive and luxurious nature of the brand. The metallic shade of White Gold serves to reinforce the feeling of luxury and the exclusiveness of BAíAH. The bright and daring Tangerine and Fandango bring energy, adventure and excitement to the palette, representing embracing life. The cooler tones of Haze, Fog and Sapphire represent escapism and a calm, slower pace of life. The unique combination of colours encompasses the themes of freedom that run strong in BAíAH’s branding.
Next, we worked on BAíAH’s social feed design, using the brand’s unique selection of colours, type font, tone of voice, imagery and product to craft a strong online presence that encapsulates the luxury traveller. Focusing on uncovering exotic and otherworldly locations, the feed is curated to inspire a thirst for wanderlust, encouraging a community of jet-setters to find their next holiday destination and, more importantly, the perfect BAíAH garment to pack in their suitcase for their next adventure. We designed the website for the brand too and mirrored the luxe atmosphere and eco-conscious escapism with our selection of colour choices, imagery and tone of voice within the design too.
We also supported BAIAH with packaging, taking inspiration from the brand’s bold and rich colour palette to create an elegant box adorned with a signature print, bold branding and a message denoting the brand’s values contained within. The interior of the box is simple and clean, with branded comp cards, a complimentary canvas bag to carry your swimwear in and beautifully branded tissue paper and ribbon.
Business Mentorship With LCE
Throughout the entire process, London Contour Experts supported the business owner with their valuable industry expertise and mentorship which included support with creating a business plan. The founder had never worked within the fashion industry before and required our insider intellect within the niche contour industry to guide the brand towards success. The team also has regular strategy sessions with our industry insiders to ensure we are reaching business goals and regulating the progress of the brand.
