It's all about the crotch — no, really.
Author:Tyler McCallPublish date:Jul 2, 2019Updated onJul 1, 2019It has become a near-universally accepted fact that very few women enjoy the experience of shopping for swimwear. Cameron Armstrong doesn't think that's acceptable. "It's such a vulnerable piece of clothing, and you're standing there under these lights and it just doesn't feel good," she says.
"Literally, from your belly button through your legs to the top of your tailbone," she explains. "It was crazy, because the women would have the exact same size hips, but this inseam measurement was so different, and it's kind of equal to a butt size."How Instagram Helped Turn So Many Bloggers Into Swimwear DesignersKitty & Vibe was officially born.
"It's amazing, because if the majority choose the maroon, then when they recognize it on the site, it's like they made the design decision, and so when they're wearing it they go as far as saying, 'I chose this! And now it's on my body and now I own it,'" Armstrong explains. "I'm surprised not more brands are using these amazing social tools that we have, but I didn't really have a choice, because I didn't go to fashion school.
Currently, Kitty & Vibe is exclusively direct-to-consumer. Armstrong would love to bring the experience to customers in real life, but she won't do so until she can replicate the feeling of trying on bathing suits in the comfort of your own home. "I never want them to go in that dungeon of a fitting room again," she explains. "It'd have to be very, very experiential for me to get in person, because I want to honor the safe space that is your bedroom.
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