It’s almost seven years since you founded La Revêche, what did you want to change through your brand?
[Sara Melis, Owner & Creative Director of La Revêche] I wanted to create a new idea of the swimwear, that goes beyond the simple garment used for swimming. My aim was to introduce sophisticated pieces that, once my customers put them on, give the feeling of being dressed up for the beach. Additionally, my vision was that my swimwear could be used to complete ready-to-wear outfits. The Lillibet skirt, Sahar or Vesna bathing suits are perfect example of such pieces that can be used not only for the beach but also for dinners or everyday life.
Given your background was economics and business management how hard was it to become a creative director?
I come from an amazing Sardinian family of entrepreneurs who taught me from an early age what it means to have a company with healthy and valuable principles. Creativity has been in me since I was born, so it wasn't difficult to combine these two things.
Why did you name it La Revêche (which means surly in French)?
It was my boyfriend who thought of a suitable name. La Revêche represents my somewhat “spicy" side, sometimes a bit capricious or unpredictable, and not always in favour of everything. Let's just say that all women are a little bit “la revêche.”
How would you describe the brand to someone who has never seen its products?
First, there's the swimwear with flowers: unique, sophisticated, elegant, and sensual. And then there's the swimwear, which you should have, not only because it is beautiful but also because it makes you feel feminine and at ease.
What is the single best-selling product you produce?
Initially it was Assuan. This one-piece swimsuit was the one that made my brand become iconic. And from there, the style with signature flowers was born; something that “inspired” many other brands to follow suit. Then came Amira and Shayna, and this year – the Vesna one-piece, was the most popular piece. Its strong identity made it very successful.
What has been your greatest success so far?
I never feel satisfied with the goals that I achieve. Success is something I don't know if I'll ever feel, as I'm always hungry for more.
What are two hard lessons you had to learn along the way?
I grew up a lot with La Revêche. The first lesson I learned was to rely on yourself and the second one was to be tough in this somewhat wild world of fashion.
Your designs often combine minimalism, structure, and tailored cuts with embellishments such as ruffles, chiffon flowers and even ruching, which are all highly unusual in the world of swimwear. Can you explain your process of designing and how your philosophy has evolved?
Initially, I set about wanting to create a one-piece swimsuit 'par excellence' as, at that time, bikinis seemed to be the only choice for women, probably because the market didn't have a rich offering of one-piece swimsuits. Then I wanted to elaborate with an extra touch, adding the detail of the flowers, which gave us a very recognisable style, but I was always careful to not go overboard with such detailing. The evolution has been to move from chiffon to lycra flowers, which then became silk, and other materials too depending on the garment I create. And stay tuned because there will be new features coming up in the new collections.
You began with women’s swimsuits but have expanded La Revêche to also include a few dresses and skirts, as well as a young girls’ line. How have these extensions been received and what’s next on your brand journey?
The skirts and dresses were received better than I could have expected. This is great, because I've always designed clothes, suits, and shoes, but I've never felt ready enough to launch them onto the market. This makes me think that the time has come and that's very exciting.
How do you plan to grow further?
By structuring our e-commerce even better, as this is an essential part of the business, and also by extending La Revêche's presence in new markets such as the Middle East, Asia, and the US by working with the best luxury boutiques and even exploring the idea of monobrand stores. After that I would like to extend my products categories, and for La Revêche to become a brand that offers RTW all year round.
Do most sales come via your own website?
Yes, mostly through the e-commerce site www.lareveche.com. It's incredible that, from our inception till now, we have reached almost every country in the world. Seeing La Revêche packages go out every day to Poland, Germany, America, the Middle East, Australia and beyond makes me very happy.
Where do you hope the brand will be in ten years?
In the minds and wardrobes of all the girls in the world. Nothing less will do.
