Forplay Swimwear and Lingerie

The company started out in 1984 as LA ROXX, designing custom leather wear for the MTV set. Notable clients of the day included bands like Motely Crue, Def Leopard and Guns N Roses.

As the leather era faded, LA ROXX began to shift gears in response to the increasing demand for sexy fashions. In 1997, they launched a line of alluring lingerie and other apparel under the brand name Forplay, eventually parlaying their success into sexy swimwear as well.

Today, Forplay is where the celebs go when they want a look that Paris Hilton would definitely find "hot". The company operates a boutique, as well as a website and catalog.

LoveToKnow Swimsuits was lucky enough to talk to CEO Houman Salem about swimwear, lingerie, lifestyles and how they all intersect at Forplay. Here are the fruits of that conversation.

A Closer Look at Forplay Swimwear and Lingerie

Houman, thank you for taking time to talk to us about Forplay Swimwear and Lingerie. Please tell us a little about yourself and how you became involved with the company.

Thank you for the opportunity. My involvement with Forplay began in 2004.

At the time, I was working for a management consulting and business strategy firm in Beverly Hills, and Forplay was one of the firm's clients. The company's owners elected to have me serve as their CEO in 2005, and that's how I became involved with the swimwear and lingerie industry.

Who are Forplay Swimwear and Lingerie's target customers?

Forplay's core customer base is women who are generally in tune with the latest trends in fashion, music, parties/events, and people. Many times it's these same people who set the tone for such trends.

Forplay customers are confident and comfortable with their bodies and sexuality, and they are not afraid to show it off. This customer base spans the range of ages, incomes, and cultures. Therefore, when thinking of "target customers" we don't necessarily examine demographics to define our costumer base. Instead, we look at psychographics such as lifestyles, activities, and hobbies. Based on this info, we strive to provide swimsuits that meet our customers' needs.

Being a California based company, do you see much difference in swimwear fashion preferences from East to West Coast?

There's a subtle difference between West and East Coast customers. In the end, a typical Forplay shopper doesn't want to compromise looking sexy for being comfortable.

We take special care when we design all our garments to ensure that sexiness is combined with form, fit and comfort. This way, a West Coast shopper can engage in many activities from beach volleyball to jet skiing; meanwhile East Coasters can engage in other popular summer past times like lounging pool side or going summer night party hopping.

Who actually designs the suits at Forplay Swimwear?

I'm proud to say we design everything in-house. Forplay has specialized designers for each product line.

How do you forecast what is going to be fashionable each swimsuit season?

Our designers look at a variety of valuable sources. For example, we look at fabric prints and color trends to help inspire a new look. We also examine what is going on, in terms of fashion trends, in key strategic markets such as Spain, Brazil, France, and Italy.

In any case, all the inspiration needs to tie back into our roots in Hollywood. So, we fuse all these elements together to create the unique Forplay look.

Which of your swimsuits are the celebrities wearing this year?

We have been getting a tremendous response from celebrities for our swimwear line this year. Virtually all of our new 2007 line has been requested from top celebrities and popular TV shows.

Kristin Cavallari requested a cute polka dot bikini from our new line, and Kirsten Dunst has been sent our popular new champagne colored suit.

Which type of swimsuit do is currently the most popular?

Bikini's will always out sell the other styles simply because they are sexier, which is what the typical Forplay customer wants.

Do you think the lingerie industry has an impact on swimwear designs?

The lingerie industry has always had somewhat of an impact on the swimwear industry. I think one can be inspired by the other, especially in new developments or trendy colors.

For example, the thong became very popular in the lingerie industry, and although its popularity never quite carried over to US beaches, it's a staple of South American and European swimwear. On the other hand, the lingerie support bra has been successfully incorporated into many swimsuit designs.

Forplay has been a cutting-edge, recognized leader in lingerie design for many years. Branching into swimwear was a natural extension for our product line as we strive to continue to be the leader in all things ultra-sexy.

What is the most important thing you'd like everyone to know about Forplay?

Forplay is not simply a swimwear line; we are the true definition of a sexy and trendy "Lifestyle" brand. We offer a compelling line of ultra-sexy fashion apparel. In other words, Forplay shoppers don't just buy swimwear, they buy into the overall brand.

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