Word: swimwear
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Much of the criticism leveled at SI's annual swimwear review focuses on the seemingly paradoxical juxtaposition the magazine's usual apple-pie and Chevrolet subject matter with a thinly disguised exhibition of T&A. Unfortunately, however, there is no paradox at all. Sports Illustrated is the propaganda organ of the permanent adolescence of American men: media heroes, big pictures and sports. The list wouldn't be complete without adolescent sexual fantasies...
...editors of Sports Illustrated defend the issue by claiming that they merely provide a service by previewing the latest in women's swimwear. Charitable advertising for those bathingsuit manufacturers, eh? It has never been clear which women would wear the featured swimsuits. Swimmers, perhaps...
With headquarters in a five-story concrete-and-glass building in the industrial sector of Tel Aviv, Gottex controls some 65% of the Israeli swimwear market. Worldwide, it sells more than a million premium-priced pieces a year, from brightly colored suits ($48 to $240) to coordinated cover-ups such as shorts, oversize shirts and tunics ($16 to $250). Gottex's stylish products can be found on beaches in 63 countries, including Jordan and Lebanon where they appear without the "Made in Israel" label. They cover some celebrated bodies, from Diana, Princess of Wales, and Spain's Queen Sofia...
...swimwear business, manufacturers often survive about as long as a sand castle on the beach. Gottex, though, has made money for the past 15 years, and in 1984 it earned $4 million before taxes. It has prospered with a simple formula: sell sexy bathing suits and stake out the fashion end of the market...
...wide range of outlets, in the U.S. it caters to the chic crowd in such stores as Neiman-Marcus, I Magnin and Saks Fifth Avenue. Says Kal Ruttenstein, Bloomingdale's vice president of fashion: "They're very innovative and take trends from ready-to-wear collections to their swimwear line...