PINKSALT: A Place in Contemporary Swimwear

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The brainchild of Belinda Lee and Ng Su May, PINKSALT approaches fashionable swimwear with style, femininity and modernity.

By ShuQi Liu

“To find the right swimwear, women should consider fit, design and comfort.”

PINKSALT is only human. She enjoys cafe brunches, art exhibitions, pool time with family and a cocktail in hand. PINKSALT approaches fashionable swimwear with style, femininity and modernity.

The brainchild of Belinda Lee and Ng Su May, PINKSALT started when both struggled to find a chic, comfortable and modest swimsuit. “To find the right swimwear, women should consider fit, design and comfort,” says Su May. In search of perfection, the duo found that current designs were either modern and revealing or conservative and outdated. Like most women, they had limited options. Fashionable swimwear had to be modern, feminine and stylish. It should make women confident.

Armed with fashion diplomas, Belinda and Su May took six months to conceive their first collection, Bloom in Detail. “We finalised the designs, sourced for materials and confirmed the manufacturers,” Su May says.

Passionate about creating a fashion label that they could be proud of, PINKSALT uses colour blocking techniques and strategically placed darker colours to accentuate the female silhouette with ample coverage. They combine digital illustration, photography prints and urban bodylines to achieve a modern and distinctive style.

Akin to how pink salt enhances food flavours, PINKSALT swimwear was fashioned to complement the modern woman’s existing wardrobe. With strong roots in design, she wants to stand for contemporary swimwear.

Asked if Singapore fashion brands face stiff competition from international brands, Su May readily acknowledges that the high street and fast fashion market is dominated by H&M and Zara. “There’s still place for local brands to thrive in the niche swimwear market,” she asserts.

PINKSALT’s first summer collection, Bloom in Detail, gathers inspiration from nature’s linear lifelines and delicate layers. The choice of alluring soft blooms as the centrepiece of the collection also signifies the birth of PINKSALT. All fabrics are 73% polyester and 27% spandex, complete with the brand’s signature rose gold plate.

With a sensuous low-back detail, the Blossom One Piece features a streamlined silhouette and an elegant boatneck accentuating the décolletage.

The Poppy One Piece, panelled with cut-out detailing on the front and back, exudes mystery with a touch of femininity. Wear on its own, as a unitard or a typical bodysuit. Such versatility is minimalism at its best.

The Hazel Two Piece provides security with a flair of athleticism. With a bold back panel, the top could also be worn to a hot yoga class. This feature PINKSALT’s signature colour blocking technique with original prints.

Images by PINKSALT


For further information on PINKSALT, please contact hello@pinksaltswim.co.

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