Australian swimwear brand Second Swim is currently in its second incarnation. The line originated as a business called “Privileged Fashion,” which owner Becky saw as an opportunity to provide a way for creatives to collaborate locally. In an effort to create more content for the site she quickly realized what worked for her brand and what didn’t. Ultimately a new marketing plan evolved into a launching a swimwear line.
The name change of the line was more than a re-branding, however. Becky briefly had to shut down the business during a time when both of her parents were diagnosed with cancer. The name Second Swim came from the concept of second chances. Becky’s mom recently lost her battle to cancer, which is why the labels most recent collection is named after her.
The Susie Q Collection found inspiration in contrasting colors, as well as the 1990’s trend. The most popular style in the collection is the Rachael, which is a twist bandeau bikini top named after Becky’s twin sister. In fact, each and every item in the collection is named after a strong woman in Becky’s family.
The label’s muse happens to be another Rebekah. The model was found on Facebook and quickly became a part of the Second Swim family, despite having little modeling experience ahead of time. The collaborative aspect of Second Swim’s story is intentional, and best described in their own words.
“Second Swim is a collaborative business. It comes from a personal background of hardship, loss, and struggle, yet here we are thriving and surviving. We welcome any contributors to work with us, whether that be modeling, photography, make-up, graphic design, or something else!
We’re an environment masquerading as a swimwear label, to give people a chance to be creative. We don’t expect a degree or years of experience to collaborate with us. If you’re passionate and creative then that’s what we love.”
Oh, and did we mention how adorable their swimsuits are? The line is what bikini dreams are made of, offering mix and match separates in flattering cuts and a variety of bold colors. It’s easy to understand why the Rachael is a top seller. A tie back and removal strap options complement the island vibes of the front twist style. Other favorites include the Ritual string bikini and the sweet as can be ruffled Stacey bikini.
Featured is the images from the Campaign “Take a Second look this summer” featured Rebekah Schalcher [Model] Lauren Young [Photography] Hayley Cannon [Stylist] and Natalie Edwards [Make-up Artist]