April Marie Swimwear is a label celebrities love. Here’s why.
The swimwear brand has made a splash in the fashion industry with its latest creation, the Reef to Resort dress, set to revolutionise the lucrative resort wear industry.
Townsville
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April Marie Swimwear has made a splash in the fashion industry with the Townsville-based label’s latest creation, the Reef to Resort dress, set to revolutionise the lucrative resort wear industry.
The versatile garment is designed to seamlessly transition from swimming to cocktail hour.
April Marie Swimwear founder April Marie Hes says the Reef to Resort dress was designed with multi-function in mind.
April says the brand’s aim has always been to blend artistry with functionality, creating pieces that stand out in a sea of swimwear options.
“The fabrics are real photographs printed onto high-quality Italian lycra direct-to-fabric printing,” April tells NQ Weekend. “These dresses can be worn when swimming and then dries off and can be worn to cocktail hour.
“The fit is extremely flattering with girls as young as 14 and women in their 60s love the style.”
The design features the Great Barrier Reef and also includes a giraffe print, Egyptian sphinx, a leopard, a waterfall in the Kimberly ranges, Kakadu National Park, Shute Harbor, Airlie Beach, and sand dunes in South Australia.
April says she designed the Reef to Resort range, which uses sustainable and recycled fabric, to showcase mother nature and a design to cater for all shapes and sizes.
The photo shoot to showcase Reef to Resort to national and international stockists took place at The Ville Resort Casino.
“I’m very loyal to my local community so the Reef To Resort photo shoot took place at The Ville using local models and local photographers and make up artists.
“Later this year, ten of the most exclusive resorts in the world will have the opportunity to stock this range. The backdrop of the range is from Townsville so that is super exciting. I’s tourism with functionality and a broad demographic.”
Engaging with the local community in Townsville has been pivotal for April, as she emphasizes the importance of support and collaboration.
“The Townsville Ladies in business networking group gave me the opportunity to meet other businesswomen and that’s how I gained so many connections very quickly.
“ have made some great connections business-wise and friendships with like-minded women who believe in themselves and their businesses, and inspire others to do the same..
“Networks are so important as you firstly know you’re not alone when you meet other women and parents in the business.
“Also networking fosters ideas, and sales opportunities, just like Ladies in Business in Townsville has helped tremendously
“Also, the support I have received from amazing local artists and the local community is phenomenal. I absolutely love Townsville and the talent is as good as Melbourne or Sydney which I have worked with in previous campaigns.”
The swim label has evolved considerably since April designed her first range.
“The label began with the idea of postcards onto lycra,” April says. “I remember the dial-up internet and on the phone with a printer in Denmark explaining the new technology to landing Jennifer Hawkins and other celebrities wearing my garments in major fashion magazines.
“The range has truly evolved as I learned more about swimwear manufacturing, made loads of costly mistakes and working with technological advances.”
April has also honed the skill of multi-tasking when it comes to her business and family life.
“I did everything from designing, arranging, manufacturing, fabric design and set up, marketing fashion shows and modelling shoots and lookbook and catalogue.
I did all this while having three children in four years.”
When April moved to Townsville in 2022, she spent the first year gaining connections and settling in her children in local life.
“But this year is the year for new growth hence the Reef to Resort dress and expansion internationally with the new website and the international prints for resorts.
“Proceeds of the range get donated to Save The Barrier Reef.
“I was lucky enough to gift some celebrities some of my swimwear this year so I’ll be stalking social media to catch a glimpse of them wearing my range.”
Today some of her April Marie Swimwear’s most popular designs include the tiger one-piece and the resort wrap skirt as well as the peacock prints.
April says she loves owning her own business, and owning a swimwear brand is a dream come true.
“Growing up, my family didn’t have much and pursuing my dreams gave me a sense that I am creative and I deserve to be respected,” April reflects. “Having the bravery of exposing my inner creative then being proud of that is so rewarding.”
And April’s business success so far is only the beginning.
Go to Aprilmarie_Swimwear on instagram and the new website under construction is at aprilmarieswimwear.com
Originally published as April Marie Swimwear is a label celebrities love. Here’s why.
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