Her The Label

The candied scent hits you like a brick wall, the bass of pop music is so loud you can barely hear your thoughts, the overwhelming amount of fluff and pink makes you question if you have taken a wrong turn into Paris Hilton’s closet, and everywhere you look the bright colors blind you with the overwhelmingly excessive glitter, feathers, and sequins which put both Carnival in Rio and Las Vegas to shame.There is no question, Victoria’s Secret is an experience and does boast its own qualities, but the relief of a breath of fresh air was for me profoundly more satisfying than touring the artificial kingdom of “Angels” and “Sexy Little Things”…I don’t mean to call out VS (the brand itself is of course legendary) but over the past few years, the law of the “louder the better” in swimwear prevails (not to mention in sportswear). What I mean by loud are the neon colors, the head turning patterns, the metallics which in the sun (here literally) blind you and create a look which desperately seeks attention and overshadows the actual person enjoying her freedom on the beach.I believe this trend is a result of, hyper technology, massproduc— mass everything actually! and our fast paced, at times seemingly plastic lives. This distances us from our natural surroundings and emotions, and also creates a genuine craving for authenticity and quality, a craving that has never been greater.Therefore, I am so happy to introduce to you the Australian brand: Her The Label- the much needed breath of fresh air in the swimwear industry.Her. swimwear is locally Made in Australia from premium sustainable fabrics such as Italian Lycra and is described as a “restrained yet thorough modern take on femininity”.What could be likened to a norm core (a word all the rage now) slash “Phoebe Philo” take on design, Her. offers a minimalistic aesthetic reflecting purity and a timeless sophistication. Blending functionality with enduring beauty, Her’s debut collection for SS2015 - Name- features “geometrical shapes, contrasted by the softness and elegance of the dance of a ballerina” as supported by a delicate palette of pastels and washed blues and grays.

 The calm understated beauty of the retro inspired silhouettes and crisp lines do not shout for attention. They are subtle and graceful. The swimwear compliments a woman’s physique and personality, in turn asserting confidence - since you the wearer - are not hiding behind the ruffles and patterns, the neons and bling; you are fully exposed and in a way naked in your surroundings.Her. encourages you to be you, her to be her...It is the simplicity and the bare truth of Her. which I find so refreshing - not being something it is not- and why I am fully convinced it will flourish into a successful brand. Even today with the collaboration with star blogger and multi-talent Margaret Zhang, Her the Label is capturing the hearts of stylish, independent souls and creating a splash in the swimwear market.Her The Label is real. It is authentic and that my friends is not a trend - it is a philosophy.Her The label arrives to the US this April and is stocked online at www.herthelabel.com.au. Check them out, immediately.All pictures kindly taken by Margaret Zhang shared by Her The Label!