Italian swimwear group AFS has rebranded its Iconique brand for SS18.

The manufacturer, which also develops David Swimwear and Vacanze Italiane collections, said Iconique will now be known as Iconique by David and Iconique by Vacanze Italiane.

The aim is to bring fluidity and alignment to the brands, allowing Iconique to pair with the relevant swimwear label and offer a complete shopping experience to the buyer and end consumer.

Chris Eve, director at UK distributor Patricia Eve, expressed his excitement for the David, Vacanze Italiane and Iconique collections after viewing them earlier this year.

“We started our trip by going to the AFS offices to view the David, Iconique and Vacanze Italiane lines, as soon as we opened the showroom door we were filled with excitement,” he said.

“The AFS brand is better than ever for 2018 and with the new combined approach to Iconique we hope it will be the best ever for buyers.”

AFS will be shown on the Patricia Eve stand at the London Swimwear Show and at INDX this season.

VIA Lingerie Insight

BY SARAH CLARKE