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fashion-scoops
fashion-scoops

Lands' End Taking Swimwear on Tour

The pop-up beach house provides customers with fittings, silhouette consultations and style tips from fit experts.

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Lands’ End

The Lands’ End beach house in New York’s Flatiron Plaza.

Photo By Courtesy Photo

BEACH TIME: Some women struggle with selecting swimwear and how they appear in a more revealing state of attire. But Lands’ End came up with a new campaign to ease the stress, at least a temporary one, called the Getaway Tour, taking swimwear to the streets. The tour began last week in Atlanta where Lands’ End set up a beach house in partnership with Glamour. It traveled to New York City on Wednesday, landing in Flatiron Plaza, and continues in the days ahead to Boston, Toronto, Chicago and Madison, Wisc. They’re quick stops, six hours each, with the beach house providing fittings, silhouette consultations and style tips from Lands’ End fit experts and Kendall Farr, Glamour’s ‘glambassador.’ “We know the key to a flattering swimsuit is finding the perfect fit,” said Michele Donnan-Martin, Lands’ End executive vice president, merchandising and design. “The Lands’ End swimwear team takes this challenge seriously, and while we have designed thousands of swimsuit styles for women over the years, it still comes down to flattering one figure, one woman at a time.”

Lands’ End offers swimsuit sizes from 2 to 26W, ranging from regular and petite (short torso) to tall (long torso) and plus sizes. Swimsuits by bra size including D, DD and DDD and mastectomy styles are also offered.

Among Lands’ End best-selling swim pieces so far: swim Tees that protect from the sun; tummy-tucking one-piece suits with asymmetrical necklines, and bikinis with components that don’t match, like striped tops paired with polka dot bottoms.