This beachwear collection will make you want to drop everything for island life
If you’re feeling the winter blues, LOVE BRAND & Co.’s latest shoot – which showcases the easygoing rhythms of The Bahamas, where the brand is also set to open a flagship – will brighten things up
Words: Josh Lee
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Though the style market can be a saturated space, one of its key virtues is that it’s rich in specialists. There are some who focus on outerwear; others in great leather shoes; and there are those time-old names who purvey fantastic denim. LOVE BRAND & Co. first set its stall out with a focus on ‘distilling the island life’, a notion that co-founders Oliver and Rose Tomalin have run with having made The Bahamas their home. In practice, this has resulted in playful, colourful collections suited for the beach – swim shorts come in punchy hues and patterns; easygoing linen shirts are great for sundowners – with each product named after a Bahamian cay.
LOVE BRAND & Co. Biography edit, lovebrand.com
For its latest move, the label has focused on its roots in The Bahamas, choosing this as the location to shoot its newest edit, Biography, with the final lookbook celebrating island life and days spent with the family. Here, we have a considered selection of pieces that are ideal for serene, untroubled days in paradise – notably, the Strike it Lucky Embroidered Staniel Swim Shorts, designed in blue with contrasting palm trees and matchsticks and crafted from recycled polyester, are perfect for wearing from morning stretches and breakfasts by the shore to diving into the water. (For a contrasting hue, the Palm Sundowner Staniel Swim Shorts in a vibrant yellow are a great alternative.)
As for a good baseline in the evenings, consider the Pastel Pink Lyford Chino.
Up top, the Deep Blue Normans Linen Shirt, made in a relaxed fit, can be worn for seafood lunches with the family, or when going for an afternoon stroll along winding paths, and is great to put on rotate with the White Arawak Linen Shirt.
For extra coverage when the coastal breeze kicks in, we suggest you plump for either the Elephant Palace Strawberry Abaco Linen Shirt (we quite like it for its soft palette, as well as the fact its looser silhouette gives it an off-duty edge, perfect for sunset walks or when sipping on rum-based libations) or the timeless White Andros Linen Shirt.
It should be noted at this point that the linen used isn’t just featherweight and moisture-wicking, but is durable, too. Moreover, LOVE BRAND & Co. goes a step extra by focusing heavily on organic French linen that’s premium, certified, traceable, and free of GMOs.
Since its 2010 launch, LOVE BRAND & Co. has been bringing its bright spirit to locations across the world, from its store in Chelsea, London, to the Pine Cay outpost, with each one designed as a beach house and making use of linens, slow-swinging fans and driftwood within the interiors. For its latest opening – and to complement its new edit – the brand will be setting up a flagship in The Bahamas itself, in the exclusive enclave of Lyford Cay. Named The Beach House, and slated for November, it is located a few steps from the sand and Old Fort Bay. The original solid teak structure, filled with brass and mahogany features and a tropical breeze, lends the whole vicinity a warm, holiday-home feeling, and not only will the label’s main collection be on display, but so will straw accessories and bespoke fixtures that have been hand-produced by local craftspeople. There will also be several prints – featuring cowrie shells and palm fronds, for example – that take influence from the surrounding environment.
This move is another huge commitment by a venture that has long been influenced by this part of the world, and is further expression of its trademark style of living. ‘It’s a big statement’, says the brand, and ‘it positions ourselves where we go best: in sunny, iconic places.’
Want more from the brand? We delve further into its laid-back beachwear…
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