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Jantzen Swimwear (Photo: Business Wire)

Jantzen, the iconic swim brand, which celebrated its 100 th anniversary in 2010, has revisited its unrivaled legacy of innovative design and technology to inspire its new direction. Known for changing the “bathing to swimming” suit in the 1920s to glamorous 1950s styles worn by Hollywood icons including Marilyn Monroe, Elizabeth Taylor and Esther Williams, Jantzen is taking a leap forward by building on its rich heritage with a fresh point of view.

Jantzen Swimwear (Photo: Business Wire)

Jantzen Swimwear (Photo: Business Wire)

As a result, the 2013 collection features the introduction of new LYCRA® BEAUTY technology - swimwear fabric which provides the newest evolution of shaping. This exciting addition supports the collection's modern take on the classics with trend-right styling, prints and innovative fabrics.

“Our mission was to return to Jantzen’s roots of revolutionizing swimwear, as a fashion leader and innovator. We wanted to build on Jantzen’s rich heritage and not be defined by it. We saw a clear white space within the swimwear market for designs that are bold, feminine and innovative. Our spring 2012 Brazil capsule collection, which was designed for and distributed exclusively to all Macy’s doors, received strong consumer response and was the guiding light for this change. It validated our vision for the new direction for 2013,” said Lana Todovorich, president of swimwear, activewear and shapewear at Perry Ellis International.

The new brand positioning launched at the July 21 - 24 SAF swim show at the historic Miami Convention Center and is already creating retail buzz and excitement. The 2013 collection features feminine silhouettes including peplum bandeaus , one-shoulder maillots, and push-up bras with cup sizes up to DD.

“We are offering much bolder prints that are fashion-forward such as photoreal techniques, large scale graphic roses and florals, mosaic and tile prints, as well as print mixing. Color continues to be important,” said Grace Fooden, SVP of design and merchandising for fashion brands.

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