Making a splash! How Flirtatious is making waves in sustainability, size-inclusivity and custom-made swimwear

In the bustling world of swimwear fashion, Flirtatious has managed to secure its place and emerge as a beacon of sustainable style and inclusivity in the Indian landscape. This innovative swimwear label has captured the hearts of fashion-forward individuals, offering a delightful fusion of comfort, confidence and contemporary trends.

With its unwavering commitment to the ‘made-to-measure’ philosophy and sustainability, this swimwear label is revolutionising the swimwear industry by producing one fashionable piece at a time.

Flirtatious understands that no two bodies are alike, and keeping the same in mind, it has made it a mission to empower women of all shapes and sizes to embrace their unique bodies.

By providing a custom-made-to-measure experience, this swimwear label ensures a perfect fit for each customer, leaving them feeling comfortable and exuding a sense of self-assured style.

The brainchild of Aakriti Grover, Flirtatious began as a passion project to provide luxury swimwear at an affordable price and garments that are made to size ‘P’- perfect for customers. A graduate of Fashion Design from Istituto Marangoni, Milan, Aakriti started the label with the objective to provide made-to-measure swimsuits that fit Indian women like second skin with custom brief cut options.

Apparel Resources (AR) interacts with Aakriti Grover, Founder and Creative Head of Flirtatious in an exclusive interview to understand how the label has managed to crack the puzzling size chart for the Indian demographic while staying true to trends and ensuring a wholesome experience for women of all shapes and sizes.

PRODUCT ASSORTMENT AND PRICING

From metropolitan cities in India to customers around the globe, Flirtatious caters to the urban woman of today who values both comfort and confidence.

With swimwear priced onwards of Rs. 2,800, beachwear starting at Rs. 1,680, athleisure retailing onwards of Rs. 2,000, nightwear pegged onwards of Rs. 1,904 and accessories such as vacation-inspired necklaces, earrings, head ties, etc., priced onwards of Rs. 1,500, Flirtatious has grown to become a one-stop solution for all vacation related needs. So whether it be a comfy athleisure piece for your airport look, or the perfect swimsuit to stroll along sun-kissed beaches or lounge by the poolside in or a cosy night suit on vacation – you know where to look.

Each piece is meticulously crafted to reflect the latest fashion trends while maintaining the functionality necessary for an enjoyable swimwear experience to make you feel at ease in your own skin.

BRAND USP, TECHNIQUES AND DETAILS

Flirtatious is a sustainable and size-inclusive swimwear label that strives to make customers feel comfortable, stylish and in touch with contemporary trends. Its designs are a testament to the belief that fashion and sustainability can coexist harmoniously, allowing its customers to embrace their individuality while making a positive impact on the planet.

Aakriti Grover, Founder and Creative Head of Flirtatious

“Since the label’s inception, we have followed the ‘made-to-measure’ and ‘sustainability’ model. Flirtatious integrates these practices while ensuring that there is no compromise on the look, quality and functionality of each piece,” Aakriti said, adding, “Your swimsuit is made especially for you! With our in-house team of highly-skilled and experienced craftsmen, we are able to offer you a choice of customisations ranging from colour, custom size (made-to-measure) to brief styles. We also offer different coverage options such as high cut, modest coverage and boy legs, catering to the varying comfort levels of our customers. Our customisation definitely helps us to stand out in the market.”

Flirtatious’ designs are a testament to the belief that fashion and sustainability can coexist harmoniously, allowing its customers to embrace their individuality while making a positive impact on the planet.

PRODUCTION AND MANUFACTURING

Founded in 2013, Flirtatious’ manufacturing unit is located in Noida and today it employs 50 highly skilled professionals.

At the heart of Flirtatious’ success lies its unwavering dedication to producing swimwear of unparalleled quality. Since the inception of the brand, production and manufacturing have entirely been done in-house. The team’s backbone (Bhavna) is their biggest strength and has been in the garment line for over 40 years now. The label credits her eye for detail and perfection as what makes in-house production and manufacturing run smoothly.

Commenting on fabric selection, Aakriti explained, “We purchase our raw material. We have been sourcing Italian fabric for 10 years for our swim and athleisure section. We keep experimenting and trying new things as the swim fabric is a bit tricky to deal with.”

“We offer a choice of customisations ranging from colour, custom size (made to measure) to brief styles. We also offer different coverage options such as high cut, modest coverage and boy legs, catering to the varying comfort levels of our customers which definitely helps us to stand out in the market.” – Aakriti Grover

The label recently launched a range of pintuck swimwear in its new ‘Bouyant Bali’ collection and has previously also tried various prints and dye techniques. About 10 years ago, Flirtatious started working on the section of embellished bikinis using Indian techniques.

“India has the most vibrant and regional techniques to offer. We work on our embellished bikinis with Indian hand-embroidered techniques. So we use sequins, beads, metal etc.,” Aakriti stated.

Flirtatious’ dedication to in-house production, combined with Bhavna’s visionary leadership and their penchant for sourcing premium materials, has positioned the label as a true force to be reckoned with. Its meticulous craftsmanship and unwavering commitment to perfection set it apart from its contemporaries, making it a trusted name in swimwear that continues to redefine the boundaries of style and innovation.

COLLECTION PLANNING AND STOCKING

Flirtatious follows an edition-based model as swimwear is seasonless. With that ideology in mind, the label keeps coming up with new capsules every few months. It also keeps things fresh, new and exciting and presents customers with a lot more variety and something new on offer at all times.

“Since our inception, we have followed the ‘made-to-order’ model, with all pieces produced in-house and singularly upon purchase. This ensures that we produce no more than we need, thereby minimising leftover stock and waste, while also moving away from the fast-sale, use-and-throw business,” Aakriti explained.

Currently, Flirtatious has a standalone store in Mumbai and Delhi and is also available locally and globally on its dedicated e-commerce website. More recently, the label has also ventured into the beach capital of India – Goa.

SUSTAINABLE AND ETHICAL PRACTICES

What sets Flirtatious apart is its unwavering dedication to sustainability without compromising on style and quality. The label takes pride in its eco-conscious approach, using ethically sourced materials and implementing environmental-friendly production practices.

“Flirtatious is a sustainable and size-inclusive swimwear label with the objective of making our customers feel comfortable, stylish and in touch with contemporary trends. Our label’s logo represents our USP that is ‘made-to-measure’ and the diving letter ‘I’ within our logo stands for the constant growth and confidence of every individual,” Aakriti explained.

Since the label’s inception, the team has followed the ‘made-to-measure’ model, where the brand does not rely on a standard Indian size chart. It truly believes in a slower approach to fashion, owing to which, the brand uses high-quality, yet sustainably sourced materials made from sustainable fibres that have been recycled from a range of post-consumer wastes including plastic.

The label’s commitment to sustainability goes hand-in-hand with its dedication to providing customers with exclusive, limited-edition creations. By embracing the made-to-order philosophy, it not only prioritises the individual desires of its customers but also co-contributes to a more environmentally conscious approach to fashion.

IN THE PIPELINE

Flirtatious is poised for an exciting future, with plans for retail expansion and line diversification on the horizon.

Embracing a dynamic approach to design, the label has shifted from traditional major collection drops to releasing new capsule collections every few weeks, offering customers a continuous stream of fresh and innovative swimwear creations.

In a bold move towards embracing the transformative power of technology, the label is venturing into the realm of AI and 3D customisation, revolutionising the way customers interact with fashion.

Recognising the potential for enhanced personalisation, Aakriti is diligently exploring the integration of AI-driven solutions to provide a whole new world of possibilities for their customers. Through cutting-edge technology, Flirtatious aims to offer an immersive 3D customisation experience, allowing individuals to tailor their swimwear to their unique preferences and style.

Currently, the label is immersed in an exciting collaboration centred around a groundbreaking 3D experience, which promises to take swimwear customisation to unprecedented heights.

AR: What, according to you, is driving consumption in fashion categories in the Indian market?

AG: The consumer is becoming more aware and mindful which is a great way forward. Social media, travel and the urge to post outfit looks on social media are definitely playing an integral role in driving consumption in fashion categories.

AR: What is your long-term vision for the brand and how do you plan to stay at the forefront of industry’s innovation?

AG: We hope to learn and grow with time. We are listening and experimenting every day. We are looking to expand our business in terms of standalone stores and cater to an even larger audience, so here’s hoping for another decade of love and growth.

AR: What unique business strategies have you implemented to stand out in the competitive swimwear industry?

AG: There is enough market for all. Happy to see how everyone is taking a sustainable approach to it and how accessible it is now. We have had our client base for about 10 years now who love our custom fit and we owe all our love to them. From the very beginning, we have given our customers the freedom to customise their outfits and this strategy has definitely helped us stand out from amongst our competitors.