PRIYA SLAYS THE BATHING SUIT BEAST
by Anita Sarko
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| Left: Keiko Strapless Bodysuit Black faux leather constructed one-piece. Bandeau top with built in bust support. Nylon/Lycra blend. Fit runs small but with full coverage bottom. Hand wash only. Limited quantities available. Right: Kathleen Cook Martinique One Shoulder One-Piece Emerald Green. Built in soft cup and support bra. Hardware is fully treated to avoid any tarnishing or irritation. Nylon/Lycra blend. Fully lined. Hand wash only. Limited quantities available, $171. |
| Priya Scroggins is intent on freeing women from the tyranny of BEACHWEAR! And don’t we all know about that, Ladies? No matter what one’s size or shape, who hasn’t suffered the indignity of trying on swimwear in tiny dressing rooms with rotten lighting and suspicious mirrors? And who hasn’t been ticked-off when editorials or ads only feature bathing suits modeled by 20-year-old genetic freaks? “It’s great editorially, but when buying swimwear, lingerie, or shape wear, it becomes false advertising.” Sroggins states firmly. “It’s unfair when the average size of a US woman is 14. Weight is an issue in this country.” It’s enough to force you to imbibe a giant chocolate bar just to ward off the futility of it all.
And because she’s devoted to turning online shopping into a formula, Priya devised five basic body types named after lab apparatus: Beaker, Flask, Hourglass, Funnel, and Test Tube. And each one of those has sub-shapes. If this sounds complicated, do not fret: “I am the fit therapist.” Says Priya. “I give advice on every decision, so it’s very much an interactive site.” Scroggins sees her role as “... a best girlfriend who tells the truth. There’s a lack education about what fit means. If you can disguise your real or imagined flaws, why not. It’s good to know that there’s someone out there who cares. I’m a Girl’s Girl!” True to Scroggin’s mindset, those shown representing the shapes are REAL women, not models. There isn’t even Photoshopping used. Priya was born in the Midwest and has a degree in journalism. She interned at InStyle, freelanced in other magazine’s marketing departments, and was involved in production at IMG. She eventually realized that her passion lay in styling and accessorizing. Her big motivation for her present endeavor came from traveling around the world with her boyfriend of six years, Robert Johnson (Chairman/Founder of RLJ Development/ Founder/former CEO and Chairman of BET). “I was going to all of these fabulous resorts and exposed to the best of the best. I came across a lot of women who had money, but didn’t have the fashion sense to know what ‘fit’ means. There’s a lack of education about what fit means. It’s like going 60 MPH in a Ferrari.” Scroggins became passionate about women looking their best, particularly when they are at their most vulnerable. “I wanted to help women build confidence in what they’re wearing and bring quality and education to the masses.” |
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| Left: Elizabeth Hurley Beach Polly Bikini AvaIlable in yellow, white and black. Hook enclosures at back with tie side bottoms. Ruffle detail with optional halter strap. Made of poly/lycra. Hand wash. Limited sizes and quantities, $158. Right: Marzia Genesi Volant Bikini Available in red and black. Bandeau top with skirtini bottom. Hook closures at back. Nylon/Lycra blend. Fully lined. Hand wash only. Limited quantities available, $154. |
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| Left: Kathleen Cook Capri Under-wire Capri Chianti/Bijoux Bikini. Under-wire bandeau accented with halter that ties at the neck. High waist bottoms with wide fold over waistband. Nylon/Lycra blend. Fully lined. Hand wash only. Limited quantities available, $180. |
Keiko Swim Dress Set Avialable in petunia and grape. Perfect for maternity wear. Great for using alternate bikini bottoms. Nylon/Lycra blend. Flattering fit. Hand wash only. Limited quantities available, $218. |
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| Anna & Boy Long Striped Tube Dress Brown and White Striped Maxi Dress. Racer back with brown zipper detail along pockets. 100% cotton. Comfortable long lasting material. Machine washable. Limited quantities available, $228. |
Miraclesuit® 'Sanibel' One Piece Available in red and chocolate brown. Look ten pounds lighter in ten seconds!® Scooped back. Full coverage. Lined underwire cups.Nylon/Lycra® spandex. Hand wash/Air dry. Limited quantities, $124. |
| This mass mentality was quite a change for Priya because, in November 2009, she had started belovedstar.com for luxury resort wear. She switched from that mindset to one where she would explain to people why they should spend. “People want to be frugal. They want to spend their money on items that endure and are timeless.” In other words, Priya came to understand that women want “bang for the buck.” She understood this as a businessperson because the need to be frugal had so much to do with why she began her business online. It was an economic decision because she had no investor and starting online was affordable. She began to see that shopping online offered advantages to the consumer, as well. “(Shopping online) allows women the privacy and time to really think about their purchase with no pressure.” She notes. “If you want to know anything, I will offer assistance. The key is to really understand what your body needs. A good bathing suit is expensive. As a consumer, you need to know why it costs what it does. I choose designers who focus on fashion, quality and timeless style.” |
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| Keiko Color Block One-Piece Eggplant. Semi deep v-neck. Poly/Lycra blend. Fit runs true to size. Hand wash only. Limited quantities available, $186. |
Keiko-Mesh One-Piece Black mesh and faux leather one-piece. Nylon/Lycra blend. Fit runs small but with full coverage bottom. Hand wash only. Limited quantities available, $226. |
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| OndadeMar Equilibrium One-Piece Equilibrium floral print bikini halter one-piece. Deep v-neckline. Hardware is fully treated to avoid any tarnishing or irritation. Nylon/Lycra blend. Fully lined. Hand wash only. Limited quantities available, $209. |
| I wonder about the hygienic element if someone returns a bathing suit. She assures me that there is a disclaimer that returned items cannot be worn and they all have protective shields. “I don’t want them to have to return.” She clarifies. “I educate them to make the right decision.” The site is truly amazing. And wait until you see the fashion choices. Not only does she offer swimwear in every configuration you can think of, there are also wonderful cover-ups and jewelry, with sandals and beach bags soon to be added. Scroggins is committed to increasing the already incredibly helpful Fit Therapy Video section, as well. “The video library is for people who want to know about real fit, not how it fits on models.” She pauses to laugh. “Even models have their flaws!” |
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| Lotus London Rissa Poncho Mango. Gold block print with drawstring front. Small pompoms that adorn the edges. 50% cotton, 50% silk. Delicate and see through but very comfortable. Dry Clean or Hand Wash, $128. |
Lotus London Luna Crystalle Kaftan Palace Blue. Luna Crystalle Zebra Print. Gold beading on neck, sash and sleeves. Made of chiffon. Dry Clean Only. Limited quantities, $358. |
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| LunAzul Barbara Tunic Available in ruby (shown) and amethyst. Gold embroidery on sleeves. Drawstring waist. 100% silk chiffon printed lurex. Semi-transparent. Dry clean or hand wash only, $290. |
Marzia Genesi Ella Suit Available in Azalea (shown) and white. Jumpsuit/Dress. Button closures on sides. Asymmetrical hem line with snaps at bottom. 100% Linen. Semi-transparent material. Hand or machine washable. Limited quantities available, $310. |
| Another future section of the site will divide the offerings into looks: Sea Loving Nauticals, Flashing Brights, Rocker Chic, Retro-Active, Bohemian Beauty, and Sassy Solids. The current choices include goods from 20 designers, in 21 colors and in prices ranging from $33 to $408. “I’ve decided to use organic products.” Scroggins says, noting that she will be offering a free gift pouch made of jute for storing wet suits. “Jute allows air to come in because it is porous.” |
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| Kendra Scott Abena Cuff Bracelet Approximately 2" height, 8" diameter. Width fully adjustable. 14K Gold plated over Brass. A brilliant mint green stone secured in gold studding detail affixed to an adorned gold cuff. Chalcedony Stone, $105. |
| This woman does her homework. And she’s committed to helping women slay that horrible beast: SHOPPING FOR BATHING SUITS! Bless her. |
Twitter: ShoppingDiary |
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