RAJ Manufacturing Swim Preview at the Shore Club

A family-owned business right out of Orange County California, RAJ Manufacturing produces brands from Hurley, Ella Moss Isla, Tommy Hilfiger Swimwear, Guess, and Luxe by Lisa Vogel to name a few.

Press and VIP’s were invited to the penthouse at the Shore Club Hotel to preview the collections for 2010, all while being treated to snacks, cocktails and beauty treatments.

GUESS Swimwear, was right on target with the globe trotting, Aztec feel giving their younger demographic eye popping suits with superior construction.

Ella Moss Isla (pictured above) had the same idea with simple island living two pieces with bitty ethnic florals and breezy cover-ups complete with embroidery all in her trademark soft luxurious cotton.

Hurley, known for their sporty surfer-girl aesthetic (and custom creating a suit for Bar Rafaeli) had many saleable elements but it was their cobalt blue (super current trend color all over Resort 2010) and the new infused “Y” back on their triangle bikini top (which was all over the runways as well) that made their current collection something to note.

A definite stand-out was the Luxe by Lisa Vogel collection which caters to a globetrotting woman as well, but this one who seems to prefer her swimwear on a yacht vs. flaunting herself at the public pool. Rich cashmere cover ups, sumptuous linen trousers and seamless fluid body hugging swimsuits that hug a woman’s curves instead of gripping them. This collection was created based on a need Vogel, RAJ’s President saw in the swim marketplace for wearable, sophisticated flattering swimwear that feels just as amazing as it looks and takes into account a woman’s body more than a teen’s. Starting Luxe after giving birth to her children, she still wanted something to enjoy the beach but that had more thought out shapes that the typical triangle top and tie-bottoms.

After being treated to a flawless silver manicure and a handful of M&M’s I navigated through the buyers back to the tents with the reality that while people might be talking about sales figures and struggling retail quarters, the swim market is just as hot as the beaches it wardrobes.

-Lynn Furge