Seven 'til Midnight lingerie brand tries swim again with newly launched Siren line

By

Cassidy Mantor

Published
Jul 6, 2018

El Monte, CA-based lingerie manufacturer Seven 'til Midnight has launched a new women's swim line, Siren. The brand previously had plans to venture into swimwear a few years ago but put them on hold when the 2008 financial crisis struck. 

Siren is a twelve-piece line of swim separates made in Colombia and Mexico. The pieces include bra tops and bandeaus which Seven 'til Midnight hopes customers will pair with shorts and skirts as well as with traditional swim bottoms.

Vinh Luong, the company's VP, told Apparel News "We wanted to incorporate our lingerie heritage into our swim style," adding, “there are a lot of silhouettes that are similar to lingerie, and we could use this heritage in lingerie to deliver a fresh take on swimwear.”

Luong also said the company has noticed increased consumer attention during festival season, explaining, "The categories are much more fluid, and customers are mixing and matching."

The new Seven 'til Midnight women's swim line is fueled by the company's recent success launching a juniors swim line under its Spreegirl label. The line launched last year and has been successful to date.

Plans exist to add plus-size and cover-ups to the women's assortment.

Wholesale prices for the Siren by Seven 'til Midnight collection range from $4 to $25. The collection is available online and at specialty retailers.