It is Irène Leroux who, upon taking over the family enterprise, modernized its creations. In the midst of the libertarian tempest of May 1968, she took the side of the protesters, seeking out the sand of the beach mentioned in their infamous slogan “Sous les pavés, la plage!” (“Under the paving stones, the beach!”) In doing so, she took the risk of selling swimsuits all year round. Her decision quickly echoed throughout the Parisian and international globalized bourgeoisie.
At the same time, she got rid of all the shells, padding, whalebones, and other add-ons that weighted down the female silhouette to make way for what was most ideal for swim attire. The idea supposedly came to her from a woman dressed in a hand-made swimsuit. So she liberated the breasts, covering them with fluid, pleasant, and comfortable materials. The result? A false simplicity that gorged itself on a few ingenious treasures. Minimalist and pure, the Eres swimsuit only has one goal: to always highlight the woman’s curves. As for the colors, they’re electrifying, dazzling as they betray, in one lone season, the mythical nude or pastel tones associated with the label. Their super-flattering cuts, a deep-V for their triangle bikinis, take their lines from a fresh style that strives first and foremost to please women.
Far from the cliché of the objectified woman, Eres eliminates all the sugarcoated frills. For smaller chests, their deep V would quickly become their graphic signature. But the brand doesn’t leave voluptuous shapes behind. For them, the designer thought up a swimsuit made of sheathing materials that effortlessly sculpts the curves. In 1971, she also initiated another revolution when she started mismatching suit separates to perfectly suit any silhouette. Their muses say it all. From the gracious beauty of Loui Doilon to the voluptuous Lara Stone, Eres has got it. And the brand that helped make the bikini a fashionable piece is honoring a Bond Girl this season: Bérénice Marlohe of France. When you know the relationship they have with the bikini, you’ll only feel better about wearing their Spring/Summer 2015 sunwear collection.
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