Winter Sun
Summer may be coming to a close, but it seems the market isn’t sunshine-satiated quite yet with trends that focus on traditional European aesthetics such as TikTok’s ‘Tomato Girl’ trend only just picking up traction worldwide.
Last winter, 1 in 5 Brits chased the sun with a ‘hibernation holiday’ and this is expected to increase in popularity in 2023 with over 40% of holidaymakers already planning their next winter break. Whilst summer swim styles are all about invoking fun with bold, contrasting patterns and warm, bright colour palettes, winter swim styles opt for a slightly more subdued look that feels more refined and paired back. Our summer trips away usually involve beach days, poolside games and long sunkissed evenings, however, winter vacations are more varied, with options for excursions to snowy mountains, hot springs and camping in misty forests, with these destinations reflected in the winter sun trend. Whether you’re chasing the sun or camping and cosy, join London Contour Experts as we explore the Winter Sun swim trend.
BRANDING
Brands aiming to target the winter wanderlust consumer should appeal to their sense of adventure through colour palettes that are earthy and natural with plenty of crisp greens, icy blues and pops of yellow to signify the wintery sunshine. Whilst summer trips tend to be all fun and games, winter vacations are a lot more calm and peaceful. Reflect a more mindful atmosphere with images and graphics that focus on still bodies of water such as lakes and frozen rivers, or take a more quiet perspective of the ocean such as at the break of dawn.
Stay Wild Swim, a slow fashion and sustainability-led swimwear brand has perfected its winter sun imagery with elegant shots of their product against a rugged and rocky backdrop as well as greying clouds and foliage that is being bent against the wind. Being a UK-based business it is important for them to make sales all year round so showing consumers that their swimwear is protective and ready for all the elements is essential for their brand identity. For packaging, bring in natural elements such as string fastenings, wood swing tags and paper comp cards with handwritten style typography.
FABRIC & PRODUCT
Winter sun swimwear is more practical than its fun-loving summer sister and this is reflected in its design. To protect against the elements, most winter sun swim pieces will be constructed of thicker materials or layered to trap that all-important heat. Additionally, the cut of the swimwear will cover more of the body, with popular designs including tankinis, swim shorts and long-sleeved one-pieces. Because there is more fabric, don’t be afraid to play with colours and patterns, keeping in tone with the cooler months with natural colours that aren’t too heavy such as teal, navy, olive green, rust orange, mustard and peach. Subtler patterns that also mimic the great outdoors such as marbling or abstract designs that utilise soft curves are also great and practical design features to include. You can also still make the design itself playful without taking away from its practicality with twisted or halter neck straps, asymmetrical features and fun zipper placements.
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