Vitamin A swimwear keeps it real even as it goes virtual


California based swimwear brand Vitamin A kept it real even while going virtual at Paraiso Miami Beach in August.

Due to the COVID—19 pandemic, the annual swimsuit fashion event had to take a virtual route to get designers’ collections before retail buyers and their consumers.

Some brands put on a traditional runway show with models, lights and all of the accessories. However, the shows were presented without an audience and only with the most essential staff.

Vitamin A took a slightly different route. Rather than using fashion models, the brand used its customers to present the line in a user generated content virtual show.

Each woman in the Vitamin A show walked a runway of their own choosing. Some chose to tape themselves wearing swimwear strutting through their living rooms; some posed inside their walk-in closets; and some strutted through their backyards.

In the short film, Vitamin A presented a diverse group of women of all shapes and skin tones loving the swimwear, one-pieces and two-pieces, while comfortably presenting their bodies for the whole world to see.

Here is a slide show of screenshots from the video.

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In press materials, Vitamin A also explained how it is keeping it real by advocating for sustainability and inclusivity in fashion.

Vitamin A garments are ethically and sustainably made with plant based and recycled material.

“Known for their belief that ‘sustainability is sexy,’ and further recognized for their fabric innovations and flawless fit, Vitamin A presents a range of signature best sellers, combined with fresh takes on iconic styles,” said a news release. At the show, Vitamin A introduced 21 new silhouettes. “From gravity defying bralettes, underwire tops, and rashguards, to high-waist bottoms and high-leg bodysuits, the emerging trends are beautifully suited for all body types.”

The new RESP 2021 from Vitamin A will be available in November.

In the spirit of virtual fashion, model Avaryana Rose wears a Vitamin A swimsuit as she is photographed remotely via the CLOS app made for iPhones from her home in Florida.


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