As a shopaholic teenage girl, Gemma Crowe had no idea the impact her eye for design would have. Fast forward to 2019 and she is now the founder of emerging swimwear label, Infamous Swim.
Crowe has hit a niche market and is responsible for the latest local fashion craze: matching mother and daughter swimmer.
“When I relaunched Infamous Swim and introduced the Mini Swim range, I just did not expect the response I got,” she says. “My Instagram blew up, practically overnight.”
The instant success of Infamous Mini Swim is a testament to the potential of small brands to make it big in Australia’s current retail environment. With almost 50,000 followers on Instagram, Crowe is on the right path.
“Infamous Swim has a different attitude to swimwear. The Mini Swim range is all about family, enjoyment and feeling comfortable in your own skin. That’s what people love.”
The idea of matching mother and daughter swimwear is innovative, value-adding and just quirky enough. Buyers are falling in love, with mums across the country jumping on this new trend.
Crowe’s tenacity and design skills are a force to be reckoned with. Combine this with her own experience as a mother of three and you get the perfect combination―someone who is able to connect with her audience and provide what they really want.
Infamous Swim taps into another digitally driven trend, body positivity, with the brand showcasing models in a range of sizes. This commitment is a taste of the ‘mum magic’ which Infamous Swim runs on. Like the best kind of mum, this brand is realistic and yet glamorous, down to earth and yet fun. Perhaps this is why Infamous Swim has taken off, making waves in the online shopping world.
“My designs are feminine, fun and comfortable. We don’t believe in one-season wear―what mum has time for that? We want our swimwear to last. Bold patterns, flattering cuts and high quality materials define the Mini Swim range,” explains Crowe.
Many little girls grow up dreaming about becoming a fashion designer. It’s an alluring career for any style-loving girl. Yet, most of these dreams do not come true. In an overcrowded retail market, you have to earn your place in the spotlight. Crowe and Infamous Swim have defied odds―the unique idea of matching mother and daughter outfits has given her a voice in this noisy marketplace and the brand is thriving.
“I just want Australian mums to enjoy the fun bits of motherhood. If putting on a great pair of swimmers and getting a matching pair for their little one helps that, I’m doing something right,” says Crowe when asked what her dream for the business is.
In the business sphere, it is rare that genuine passion and innovative creativity combine. It is this winning combination which has shot Infamous Swim and its new Mini Swim range into rising stardom.
Upon scrolling through the Infamous Swim Instagram feed, you can’t help but notice the enthusiasm behind the brand. Crowe’s enthusiasm is infectious and her audience has caught it. With hundreds comments on the photos such as ‘What a gorgeous range!’ and ‘Totally in love!’, it’s no wonder this business is growing in popularity.
There will be plenty of brands competing for attention in the ever-changing retail market. But, it will be brands such as Infamous Swim who truly make a splash this year. Gemma and her playful concept will go far, offering a unique experience and ultimately transforming how women buy swimwear.
“I never would have dreamed this would happen to my little business,” she enthuses. Not so little anymore, Infamous Swimwear is worth keeping an eye on.
