New Additions - Bikini Edition:
Rosa Chá Appears
In The Nick Of Time
In The Nick Of Time
August 12, 2008
It's the beginning of August, and you are probably as skinny as you are going to get for the summer. If you have achieved that beach physique you have been striving for, then you've probably been faced with the unfortunate discovery that by this time of Summer, all the good bathing suits are gone.
Never fear, Brazilian swimwear label Rosa Chá has just opened its first U.S. store on West Broadway with a fresh selection of glammed-out beach gear to finish out the season.
If you can pull off a Brazilian bikini, you probably should. After all, why hide? The Beach loves a show-off.
Designer Amir Slama recruited Greg Bradshaw of Avro-Ko to create a dramatic interior in the narrow space, with merchandise displayed in a series of gilded boxes to set off their lavish detailing. Gold frames create a sumptuous coffered effect on the walls and ceiling inspired by Baroque Brazilian churches. The store also features a special V.I.P. Salon fitting room for those confident enough to try on bathing suits with an entourage. Rosa Chá's annual Bryant Park shows are always a highlight - supermodels in bikinis - what's no to like? If it's athleticwear you want, go to Paragon. These suits are clearly made for preening on a lounge chair with a caipirinha.
While the wisdom of opening a swimwear boutique closer to the end of the Summer is dubious, Rosa Chá is serious about getting a foothold in the U.S. market with stores planned for L.A. and Miami. There are still no plans to add the ready to wear portion of the label to round out the rest of the year, though we saw a few cover-ups and beach dresses hanging alongside the bikinis. We assume that after the summer they will just get the jump on resort shopping for Winter vacations. New accessory lines including a collaboration with popular flip-flop experts Havaianas are on tap for next year.
So if you have a late summer urge to dress like a Bond girl at the beach, and the body to carry it off, proceed directly to SoHo. Slama tells WWD that he thinks that Americans are ready for sexy Brazilian beachwear, “The [Brazilian] climate generates very sensual women and men. They don’t live only in Brazil, they’re very global.”
Click through for more photos after the jump.
Rosa Chá 460 West Broadway between Houston & Prince Streets
Rosa Chá Opens in Manhattan (WWD)