Who could be the best model for a swimwear collection if not the designer herself? Perhaps this is what Demi Moore thought, so she became the star of the advertising campaign for the new swimwear line Demi Moore x Andie, which debuted on July 7 in collaboration with the NY brand Andie.
The 59-year-old star admitted that she had never done fashion design before, and it was a first and exciting experience for her.
@demimoore: “As a supporter, investor, and long-time fan of @AndieSwim, I couldn’t have been more thrilled when founder @MelanieTravis asked me to co-design this collection. Creating these pieces was so much fun and I hope you love them as much as we loved making them!”
According to Demi, as she was going through the swimsuit’s co-design process, she focused on her peers and younger girls, like her daughters.
To create a design for a new line, Demi was inspired with her vintage clothing. The collection includes classic bikinis of plain colors, a smooth halter top in combination with shorts, and some pieces with a unique firework print, which is ideal for sunbathing.
This “retro” style of swimwear allows women to feel confident and sexy, while not exposed, and it is as an alternative to tiny bikinis with straps, which are popular on social networks.
Demi Moore x Andie Swimwear Line
The result of the collaboration of the actress’s design talent and Andie Swim was the vintage-inspired collection which included –
The Marseilles One-Piece and Bottom
The Marseilles Bottom
The Tropez One-Piece, Top and Bottom
The Tropez Top and Bottom
The Monaco Top and Bottom
The Cannes Top and Bottom
The actress revealed that she’s tired of swimsuits with” barely any cloth,” so every component in the new collection are made of luxury fabric from Italian and French production. Swimsuit sizes range from XS to XL and includes plus-size versions from 2XL to 3XL.
For environmentalists, there is also a reason to rejoice that the fabric used for the production of the special collection has some recycled material.
The Ghost star practically approached her first collection. She made sure that Demi Moore x Andie’s customers would feel sexy in the woman wear.
At the same time, it should be creating security and comfort for those body parts that women feel sensitive and do not want to be exposed.
“Working directly with the Andie team to create meaningful swim pieces influenced by my penchant for vintage fashion, while keeping in mind women at every stage of their lives, was an inspiring and fulfilling experience.”
It turned out great. They shot the ad campaign on the French Riviera, so Moore posed in the gorgeous background under the direction of photographer Drew Escriva.
Demi Moore x Andie collection is making sure your summer vacation is going to be a memorable one!
Demi’s “Together” Campaign with Her Daughters
Last summer, also in July, Demi Moore first starred in an advertising campaign for Andie’s entirely new collection called TOGETHER in which her co-models in the shoot were three daughters Rumer Willis, Scout Willis, and Tallulah Willis.
@demimoore: “Over the past year, connection has become more crucial than ever. I’ve been a supporter of Andie from the beginning as an investor, and now, more than ever, felt like a perfect time to join them in welcoming a summer of freedom and togetherness, especially sharing it with my daughters! It was important to me to include my daughters in this campaign, and I hope others seize opportunities in their lives to create meaningful connections and celebrate every moment with the people they love.”
The founder of the company Andie Swim, Melanie Travis, in an interview with reporters, said that they were discussing the possibility of joint cooperation back in December 2020 when everybody expected the end of the coronavirus quarantine.
Travis clarified that it was Demi who convinced her daughters to cooperate, and the founder herself was delighted with the idea because it perfectly reflects the brand’s concept that encourages people to enjoy the summer together with family, friends, and people from different generations.
Demi Moore as Andie’s investor
Andie was founded by Melanie Travis in 2016. It aims to “Uplift Women,” Clients could order, try the swimwear, and send back as many as they would like.
G.I. Jane star is not only an ad model and co-designer but also an early investor in the company.
Founder Melanie Travis said she got Demi interested in investing via email.
“She was interested in the idea of a swimwear brand by and for women, that empowers rather than objectifies women. She eventually both invested and became an advisor to Andie.”
Demi Moore as brand consultant
While the exact value of the actress’s investment is unknown, she has continued to work alongside the brand as a consultant, and the company is currently earning over $20 million.
Since the Hollywood star collaborated with the brand, it attracted even more investments and increased its capital by several million dollars.
Undoubtedly, Demi knows the potential of investing in the swimwear industry. According to Allied Market Research, this market will reach more than $25 billion by 2024.
An investor not only for the swimwear line
Prior to investing in Andie Swim, Demi also introduced other business platforms in financing.
In 2016, the actress participated in Thrive Market – a retailer that offers organic food products.
Along with Madonna and Matthew McConaughey, Demi made her first investments in 2007, All Market, the owner of the Vita Coco, a coconut water brand.