GONE SWIMMING: Jimmy Buffett’s Margaritaville brand — which already offers home decor, beachwear and accessories — will extend its reach to a new, and rather obvious, category for resort: women’s swimwear.

Cathy Hernandez, the company’s newly-appointed vice president of swimwear who previously spent 11 years developing Tommy Bahama’s swim business, said she was surprised to find that Margaritaville did not yet offer women’s swimsuits. “It was a major success story waiting to happen,” she told WWD. Hernandez met with Joe Laurita, the chief executive officer of Margaritaville’s apparel business, to strategize the collection, which aims to provide swimwear and sportswear-inspired cover-ups. “The inspiration behind Margaritaville Swim is the yearning for an island adventure, a leisurely escape — Margaritaville as a feeling, not a place,” Hernandez said. “Fun and humor also play a role in what we create.”

The debut styles include cover-ups, bikinis, tankinis and one-piece silhouettes with zigzag stitching, hardware, fringe and geometric, stripe and floral prints in slimming, chlorine-resistant fabrics with built-in sun protection. The brand’s first resort 2017 collection will launch at Miami’s SwimShow in July. One-pieces will range from $118 to $134; swim separates will range from $43 to $94 and cover-ups will top off at $98.

By Kristi Garced

Via WWD