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Led by its iconic diving girl logo, Jantzen swimwear celebrates its 100th anniversary in 2010. It’s amazing to think that my grandmother, mother and now myself can own a piece of this swimwear legacy. Decades have passed, styles have evolved, but one element that has remained constant is Jantzen’s dedication to style, innovation, fit and design.

To honor the company’s century-long reign as a leader in swimsuit styles, Jantzen is looking back to its archives for inspiration. Whether it’s the art deco-inspired collection of the 1930s, or the successful “Just Wear a Smile and Jantzen” campaign of the 1960s, promoting happiness seems to still resonate with the modern population. Hard-hit by an economic crisis, many consumers are responding to old-fashioned values, which includes staying loyal to established brands.

Dubbed the Heritage Collection, Jantzen’s new line ‘reinterprets classics for the modern woman’. The Heritage Collection pays homage to the 1920s thru the present day, evoking the decadence and style of eras gone by.

Judging by the images, it’s evident that looking back never looked better! The five swimwear styles range from 1920s-1980s; my pick being the coquettish 40s-inspired ruffle bikini. The model in the Jantzen campaign is very reminiscent of a retro pinup girl, with her sling-back pumps, Hollywood curls and, of course, fabulous decades’ inspired swimwear.

Want to own a piece from this swimwear retrospective? Visit jantzen.com for store locations.

FYI, the images below represent Jantzen Heritage Collection pieces inspired by (in descending order) the 1920s, 30s, 40s, 50s and 70s. Click on the photos for more product information.

Vamp Style Maillot in Tropical Green from Jantzen Heritage Collection

Pleated Swimdress Maillot from Jantzen Heritage Collection

1940s-inspired Ruffle Bikini from Jantzen Heritage Collection

1950s Inspired Sheath from Jantzen Heritage Collection

1970s Inspired Velour Monokini from Jantzen Heritage Collection
Posted in Jantzen, Swimwear

One Response to “Jantzen Swimwear At 100: Looking Back Never Looked Better!”

  1. wolfe says:

    QUOTE: “The model in the Jantzen campaign is very reminiscent of a retro pinup girl, with her sling-back pumps, Hollywood curls and, of course, fabulous decades’ inspired swimwear.”

    Spot on. Mind giving some info about her.. maybe her name, at least.. 😀

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