ROXY WOMENS SWIMWEAR S/S 2025 PREVIEW

Retail Buyers Guide: Womens Swimwear S/S 2025 Retail Buyer’s Guide
Brand: ROXY
Interviewee: Valentin Bourgeon - EMEA ROXY Marketing Director

What are the current industry trends in women’s swimwear?
Nelly Pargade (EMEA ROXY – Swim Product Manager) : We are still seeing very strong wind around the textured fabric. Prints are always needed but textured fabric is taking a lot of market share. Allison Robard (Global ROXY Swim Lead) : In terms of shapes, for the tops we can see a big come back of the bandeau and underwire, for the bottoms the mini coverage is clearly a must have on the market as well as the high leg and high waist. We are more about extremes than regular coverages. One piece are daring more and more with cut out details and open backs.

What style/shape of swimwear is most popular in your range?
Nelly Pargade (EMEA ROXY – Swim Product Manager) : Bralette and Elongated shape. We are a feminine sports brand. Our customers want to feel confident in our swimwear but also super feminine with little extra detail to bring added value to it.

Which styles sold best in 2024 collection and which do you expect to grow in 2025?
Nelly Pargade (EMEA ROXY – Swim Product Manager) : Best seller is probably the Roxy love Oceana V, a Iconic style from our range. In 2025 we do see a big trend on Underwire shape and smaller bottom. More gen Z oriented

What have been the major inspirations behind the designs in the 2025 range?
Allison Robard (Global ROXY Swim Lead) : Roxy inspiration is always about surfing destination, this year our focus was more on Mediterranean coasts such as Portugal, Canarias….even though our DNA is calling for tropical prints and bright colours, this season we have been completing our assortment with more subtill and earthy colours and more geometrical and vintage prints. Our strongest colors this season are the Royal bleu, Flamingo Pink and Vermillon red. We are also focusing on strong neutrals such as the Taupe and Olive that we are playing on rich and shiny fabrics. This season Roxy is thrilled to announce it’s exciting collaboration with artist Atlas Atlas. This unique partnership combines the vibrant world of surf with captivating artistry. With this collaboration we explore the essence and beauty of legendary surf spots, such as Tahiti, Fiji, Byron Bay, Biarritz…

What silhouettes are you featuring in your 2025 collection? Any construction techniques you’d like to highlight?
Allison Robard (Global ROXY Swim Lead) : Our Roxy Pro surf collection has been designed with our strong athletes team, we are very proud of presenting a collection of swimsuits that allows you to surf with comfort and confidence and still looks very feminine. Our fabrics and construction are different than usual swimsuit, with more support, wider elastics and bonded fabrics that links us directly to our wetsuits Pro surf range.

What materials are you using in your 2025 collection?
Nelly Pargade (EMEA ROXY – Swim Product Manager) : The Tubular fabric, jacquard, Terry fabrics are the new trend and we are seeing a direct growth on it.

What efforts are you making towards sustainability?
Nelly Pargade (EMEA ROXY – Swim Product Manager) : For more than 2 years, Boardriders group focus their efforts on all water products, so in our swim assortments – 100% of our collection is made with recycled component under the Boardriders criteras (minimun of 51% of the garment). It’s part of the program for us “Protect our playground”.

What are your marketing stories for your 2025 collection?
Our swim range is built to have 3 different segmentation on our Go To Market strategy, you’ll find our product umbrella campaign linked to the whole swim range – ON THE BEACH – this is brand/product campaign to push our key words of swim – Comfort, for Everybody, Bold, style & eco-conscious. Then you’ll have our core range – PRO SURF – that have been built & design by our athletes to make sure that is perfec suit for surfing allover the world in all type of waves from Honolulu wave to heavy teahupo’o. To finish, we will have a lifestyle swim campaign more adapted for beach & lifestyle stores.

How will you support retailers to sell this category?
First things, when you sell Swimwear, it’s like technical product, we need to cover our swim fit guide added with POS pack, helping customers & consumers to understand our full range for EVERYbody. We have plenty of shapes for different styles & confort, then you will see different support from OOH, Theater ads & windows campaign.

Key Products:

ROXY Pro Nose Ride:
UPF 50 long-sleeved surf top for women 60 euros. This long-sleeved top from our pro surf collection was designed by surfers for surfers. Thanks to a perfectly fitted cut, ultra stretchy and soft material, it offers a comfortable surfing experience in all conditions. Composition 84% Recycled Polyester,16% Elastane

ROXY Pro Nose Ride

Aruba – Maillot de bain une pièce:
This one-piece swimsuit for women combines style, comfort and support for the beach or for a surf session. Thanks to good support, it allows you to have fun in small waves. Backless for more femininity, removable pads and adjustable straps. Material: Soft, durable and stretchy material with 92% recycled polyester and 8% elastane. Composition [Main material] 92% recycled polyester, 8% elastane

Aruba – Maillot de bain une pièce

Floral Fiesta – Lycra court à manches longues pour Femme:

Thanks to good support and a fitted cut, this lycra allows you to go surfing in style. Short Lycra with long sleeves and V-neck for added femininity. Other features: fully lined model on the body. Composition [Main material] 87% recycled nylon, 13% elastane. Closure System: Slip-on model

Floral Fiesta