Dive Brief:
- Beachwear lifestyle brand Cupshe has tapped influencer and model Tabria Majors to create its first plus-size swim collection, dubbed Cupshe x Tabria Majors, according to a Tuesday press release.
- Drawing inspiration from Majors’ personal style and mural and graffiti art in Los Angeles, the 19-piece swimwear collection ranges from 0X to 3X in size and is priced between $19 and $45, the company said.
- The brand will debut the collection at Miami Swim Week on July 17 and sell it at its Miami pop-up shop between July 15 and July 31. The collection has 14 swim styles, including bikini sets, pants and a maxi dress, per the press release.
Dive Insight:
With the launch of its plus-size line, Cupshe adds yet another collection to its product assortment and broadens its reach to a new audience. Last year, the company stepped outside of swimwear entirely to unveil its first athleisure collection, with 40 styles including leggings and matching sets.
Cupshe touts celebrities like Hilary Duff, Jamie Chung and Bella Thorne as fans of its swimwear. By collaborating with Majors on its plus-size collection, the brand will have access to her more than 1.6 million Instagram followers and over 323,100 TikTok followers.
“I never want to shy away from swimwear, so we combined bold colors, unique patterns and textures, and unexpected color blocking in cheeky and conservative styles for showing off your body however you see fit,” Majors said in a statement.
Body positivity has been a focus point in the swimwear space recently as brands aim to position themselves as inclusive. In February, Victoria’s Secret’s Pink enlisted Remi Bader, a model and TikTok influencer, to advise the brand’s first XXL swimwear products. As part of a year-long partnership, Bader will serve as an ambassador and size consultant at the brand. In March, Fabletics entered the swimwear market, with an emphasis on inclusive sizing. Sizes ran from XXS to 4XL, and the collection came at the same time that the brand launched an inclusive shapewear line with Lizzo.
