The Los Angeles-based brand made its Miami Swim Week debut at Paraiso.
Author:Maria BobilaPublish date:Jul 24, 2019Updated onJul 24, 2019One would assume while looking at Natasha Tonić's garments on a rack — which I first encountered while backstage at Paraiso Miami Beach during Miami Swim Week — that the Los Angeles-based designer's line isn't traditionally considered swimwear.
So Tonić took the high-end route, designing a $148 sleek one-piece swimsuit with a high neck, low back and cutouts at the hips. It's now one of the brand’s signature styles, and a low-impact tie-dyed version is also a favorite. The collection has expanded to bikinis and some apparel, too, including a catsuit and jumpsuit. A portion of every sale is donated towards efforts against plastic pollution, and the brand has partnered with such organizations as 5 Gyres and Basta con la Plastica.
Over the past two years, Tonić's brand has been embraced and championed by the tight-knit sustainability community, as well as picked up by eco-conscious retailer Rêve En Vert. However, Tonić aims to have the majority of her retail business run direct-to-consumer. "I purposely didn't want to try to sell to stores because I want a lot of people to really understand the product to purchase it," she says.
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