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TOWARDS ECO-FRIENDLY SWIMWEAR

19 April 2020 - Collections

It’s a question we’ve been asking ourselves a lot at Vilebrequin – even more so these past few weeks. We sat down for (virtual!) chat with Vilebrequin CEO Roland Herlory and Collection Director Martine Moutet on everything from making lasting design choices to swimming naked… Whatever makes you eco-happy!

Vilebrequin will turning 50 next year. Which trend from the past five decades has stuck in your mind and could potentially make a comeback?

Roland Herlory, Vilebrequin CEO:
For Vilebrequin, it all began among the carefree impertinence of St-Tropez in the 70s. It was a time when people were tuned into nature and essential living. Swimming naked was big back then (and still is for some!). And given how green it is, we may just see vacationing in the nude make a return…! Should you ever need to cover up on the beach or on your way back into town, our swimsuits make a stylish alternative.

Vilebrequin's male boxer-style swim shorts replaced the tighter styles typical of the early 70s. How do you think swimwear as we know it today will evolve?

Martine Moutet, Vilebrequin Collection Director:
Tomorrow’s designs will blur the lines between swimwear and ready-to-wear, with a more functional approach, making them easy to translate from beach to city culture – and vice versa. They’ll essentially be lightweight, with a real emphasis on technical, eco-friendly fabrics. Now more than ever, we have to encourage people to invest in swimwear they can keep, and that can be repaired as often as needed.
We’re interested in how one swimsuit can be worn in several different ways, playing lace and transparency to reinvent more traditional lines. For our men’s collection, we’re working on a swimsuit that could be mistaken for jean shorts, using a technical and sustainable fabric… Watch this space!

Only ten years ago, Vilebrequin launched female swimwear. How can the DNA of a brand traditionally focused on men and their sons be transferred to women?

RH: At Vilebrequin, we bring a great deal of print, color and playful energy to our swimwear designs, both for men and women. The Vilebrequin woman knows exactly what she wants. She doesn’t need us – or anyone else – to tell her! Whether it’s a matching style or something completely different, our job is to deliver recognizable quality and the most elegant fit possible, just as we’ve always done for our male customers. With ready-to-wear and accessories, we want to provide women with a comprehensive art of living in the sun, 365 days a year. Vilebrequin has always stood for durable tailoring. Moving towards more sustainable fabrics and processes for both our men’s and women’s lines felt natural to us.

Name 3 swimwear details women look for as opposed to men.

MM: For women, it’s all about confidence and silhouette: fabric and fit should make a women feel almost naked (and great about it!). Men are different. They need to feel covered up to feel elegant. They don’t tend to go for swimsuits that reveal too much!

Vilebrequin tailors durable products that are meant to last for years. But how can such pieces outlive the trends that come and go and remain fashionable over time?

MM: Vilebrequin is about style that lasts. And after 50 years in the industry, we know that great quality never goes out of fashion. We cater for men and women who invest in strong pieces they’ll wear again and again – and not just on vacation.

Marine Moutet, Collection Manager at Vilebrequin

Vilebrequin believes in high quality, timeless elegance and colorful prints. What made you decide to invest in sustainability? As a brand, can we contribute to producing eco-friendly fashion?

RH: From a product perspective, we’ve always been obsessive about the quality of our craftsmanship. A Vilebrequin garment is a garment that stands the test of time. We believe a quality product is a product that can and should be repaired, which is why our Ateliers will shortly be offering our customers a full swimsuit overhaul – not just the drawstring tips and mesh lining.
We can’t claim to be a sustainable brand as we continue to print and produce new pieces each season, but we’re working hard to introduce more sustainable fabrics and processes wherever possible. The percentage of eco-friendly fabrics we use continues to grow from collection to collection. By our 50th anniversary in 2021, that figure should represent 50% of our total production.

Marine conservation is dear to Vilebrequin’s heart. The oceans are our playground. We’ve been lucky enough to call them home since 1971, and the sea turtle has been our emblem for the past decade. We proudly support charities involved in research, education and protection initiatives, one of them being French Polynesian non-profit Te mana o te moana. Go discover and support their incredible work! Now is the time for change, as brands and as human beings. We’re exploring how to get actively involved with more ocean-saving projects.

Protecting the environment has become an essential part of Vilebrequin's work. If you would lead an ecological revolution, what would be its slogan?

Be eco-friendly, eco-happy – and eco-funny! And if you can’t go naked, there’s always Vilebrequin

Choice of eco-friendly materials for swim shorts for men

Do you recall the moment when Vilebrequin started to move in a more sustainable direction?

It was quite a while back. 50 years ago, in fact! Vilebrequin founder was upcycling long before it became a thing, using leftover sailboat spinnaker, African wax fabrics and even… tea towels to create his swim shorts down in St. Tropez. Anything he could find to look good in the sun and help others do the same!

We’ve been using innovative fibers and new sustainable materials in our recent collections. Why do these materials matter to Vilebrequin?

MM: To us, sustainability is about more than innovations or fabric – it’s a mindset, one that’s right there in our House DNA. Our swimwear is made to be worn for years and passed down through the generations. Today, we try to apply the same attitude to every garment we produce, from womenswear looks through to accessories.

Do you remember the first piece you bought at Vilebrequin?

MM: Naturally! It was a gift for my father’s 65th birthday…15 years ago! I’m pleased to report he still wears it.

What message do you want to send to the women who wear Vilebrequin?

MM: A free body and a free spirit, without caring what anyone think s!

Selection of eco-friendly materials for swim shorts for men

The 3 most important fashion rules on the beach?

MM: Be kind to yourself – there’s nothing more beautiful.
Use good, ocean-friendly sun protection (and not just on the beach!).
Have fun with it!!! Isn’t that the whole point of vacation?

A stylistic no-go on the beach?

MM: The only no-go: not going to the beach! Vilebrequin equals freedom. Throw away the rule book – there are much better things you could be looking at ;)

Vilebrequin was inspired by the luxe surroundings of St. Tropez in 1971 has since visited some fairly chic summer locations! What‘s next on your travel bucket list?

MM: There aren’t many places not on our list, to be honest! In these times when traveling or even leaving home is difficult prospect, we’re having to get even more creative, making our journey a mental one: Home is the new beach! This Summer we’re excited to take you to the coastal resorts of India: Pondicherry, Jaipur, Goa... And 2021 will be full of plenty more go-grab-your-suitcase surprises. We’re never still for very long: the Studio’s minds are already somewhere else in the world – but that would be telling!