2021 is the year when the 75-years of bikini are celebrated, which, despite its age, is still well on the rise. Today, it is a clothing item of common use, accepted in all its forms and colors; but the bikini, when it was born in ‘40, created a scandal because it was considered by most people as indecent, obscene, shameful, immoral. Alma Fashion and Forum Groupe have been operating in the beachwear field for many years, so they have lived and contributed to fashion trends, style changes, the constant reduction of bikini sizes till today’s fashion and trends. (find some pictures by clicking on the link)
The 75-years of bikini takes precisely the 5th of July; the official date of public presentation of the contested 2 pieces dates back to that day but 1946. A stripper was paraded on that occasion because no model agreed to wear it, and the criticism was voiced. The skimpy 2-piece created by the Swiss Louis Reard is called Bikini, just from the atoll of Marshall Islands where the US used to do nuclear tests. 14 years earlier, a French designer had made ” l’Atome,” the world’s smallest swimsuit, but the belly was still covered, a characteristic of Reard’s modern bikini. The entry of the bikini was quite complicated; it was opposed in every way until, thanks to the Hollywood dives, the 2 pieces became a symbol of women’s freedom. But it is only in the 1960s that the bikini became a big success by entering the wardrobe of all women. And it is precisely in those years that the adventure of what will become today the group composed by Alma Fashion/Forum Groupe begins. All the transformations of the bikini are still present in our database, a valuable tool both at historical and practical level, because as we all know, fashion is always coming back.
Click here to see Alma Fashion’s video of the history of swimsuit