EXCLUSIVE: Celebrity-approved Swimwear Brand Oséree Launches Menswear
MILAN — Italian hip resortwear brand Oséree, known for its flashy and edgy beachwear, is dipping its toes into menswear.
Founded in 2015 by Jannine Vinci and Isabella Cavallin, the brand, which has drawn the likes of Beyoncé, Rihanna, Dua Lipa, Shakira and Megan Fox among its celebrity fans, is now aiming to court the men's cohort with no shortage of va-va-voom.
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The menswear collection embeds Oséree's love of bold and flamboyant designs crafted from high-end fabrics and intended to easily transition from poolside and the beach to night parties.
'We recognized a growing male audience that appreciates our sparkling retro aesthetic and the vibrant world of Oséree, particularly those who have always supported the brand. This inspired us to introduce a menswear line that embodies the same spirit, energy, and sense of fun,' said Cavallin.
Debuting Thursday on the brand's e-commerce site, the initial spring 2025 collection is titled 'Salty Glam.' It features a range of matching sets comprising swim trunks and short-sleeved, camp-collared shirts, long-sleeved shirts as well as pajama-style pants. They are offered in unexpected patterns and materials, from midnight blue Lurex and cheetah prints to shimmering sequins and stud-embellished silks.
'The designs and fabrics of this first launch align perfectly with our vision, featuring bold colors and unique patterns that reflect our commitment to creativity and innovation,' Vinci explained, noting the same motifs often appear in the women's range, too.
'Rather than just an extension, it is a reflection of the Oséree woman. We are thrilled to bring these qualities to our menswear collection for the first time,' she said.
In addition to its own online channel and the brand's boutiques in Ibiza, Spain; and Saint-Tropez on the French Riviera, the menswear collection is landing at Selfridges in the U.K. The department store is to carry a smaller selection of the main collection but also a dedicated capsule, planting the seeds for a future wholesale expansion of the new line.
Swimwear ranges in price from 330 to 390 euros, while shirts retail at 350 to 390 euros.
Since launching their swimwear brand in 2015, the cofounders have ventured into more product categories including partywear and accessories in a flurry of feathers, sparkles and lace. The ready-to-wear division offers beach attire, including caftans and pajamas. In 2022 the pair added lingerie to Oséree's offering, following the introduction of a kid's wear line in 2019.
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