June 12, 2012 New York
The past few Resort seasons, Mara Hoffman has been focusing on swimwear, which accounts for more than 40 percent of her business at this point, but she decided to reinvigorate ready-to-wear this year. One reason Hoffman's bathing suits are so successful is their lower price point, which the designer says she kept in mind while creating her new lineup. "I've learned my customer is happy to substitute real silk with less expensive materials like modal and rayon so long as she still gets the print," she said. Tropical toucan pattern dresses with fluid silhouettes were cut from these more affordable fabrics and will take Hoffman's customer from brunch to the boardwalk and back, while button-up dresses knotted at the hem and maxi looks could easily make that day-to-night transition with the addition of heels. Hoffman's smart textile choices mean that her fans can stuff their weekender bags with several of these effortless pieces.