Cute Suit Riot: Giejo

IT'S THE MOST WONDERFUL TIME OF THE YEAR— WHEN WE DITCH THOSE DREARY WINTER DUDS AND HIT THE BEACH. HERE, ONE OF OUR FAVORITE NEW SWIM LINES.

Swim // Zinzi Edmundson // 03/13/12
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Mixed Highwaist, $88, Striped Butterfly Bandeau, $96 by Giejo at shopgiejo.com
Brooke Nipar
Mixed Highwaist, $88, Striped Butterfly Bandeau, $96 by Giejo at shopgiejo.com

In the world of fashion, there are designers, there are publicists; there are journalists and there are buyers. And the lines aren't often blurred. But then again, publicist-cum-swimwear designers gabby Sabharwal does have a penchant for shaking things up. Her debut collection of mix-and-match bikinis, Giejo, was born both out of her boredom with swim's usual offersings and her own itching, underlying creativity.

As a student at NYU, Sabharwal took sewing and drawing classes, but "I had no idea what I was doing and got really intimidated," she says. It wasn't until years later, when she started working closely with designers as a publicist that she considered revisiting her dream of designing. In fact, it was Tucker designer and client, Gaby Basora who first encouraged Gabby to pursue her idea of starting a swimwear line. "She said 'You don't have to know how to draw, you don't even need to sew—you just have to know what you want'."

And as it turns out, what she wanted most were easy-to-wear, classic silhouettes in mix-and-match, vibrant, runway-inspired prints. "I didn't want to be sod what was in the store: one top and one bottom," she says. "Nobody wears designer head-to-toe anymore; should should you do that at the beach?" Well, we're sold.



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Originally published in April/May 2012


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