Dallas designer Heidi Leis knows a thing or two about swimwear. A stylist and makeup artist turned fashion designer, she’s been creating custom swimsuits for years.
“It was hard to find a swimsuit for my body type that I really loved,” says Leis. “My mother is a designer and a seamstress. She taught me everything I know about creating clothes. With her help, I started making swimwear for myself and all my friends. It spread by word-of-mouth and grew from a passion project to a business.”
This month, Leis’ passion project reaches new levels with the launch of Leis Swim, a collection of swimwear designed to boost confidence for all body types.
Sizes range from XS to XL — Leis hopes to expand the range in the future — and every silhouette is meticulously fine-tuned to ensure a flattering fit on a variety of shapes.
Inclusivity is at the core of the brand, which eschews the norm by using unretouched photos in campaign ads and on social media.
“I’ve always envisioned Leis Swim as a brand that connects to people,” says Leis. “I don’t want it to just be a bikini line. I want it to represent body positivity and empowerment of women. My goal is to be a part of changing the narrative around unhealthy body image.”
Designed to be both “trendy and classic,” styles are available in vibrant colors inspired by Positano, Italy. A frequent traveler, Leis draws inspiration from people, art, and cultures she encounters around the world.
“Realness is what inspires me — not manufactured things,” says Leis. “No woman should ever look at herself and think she doesn’t have a bikini body. I’ve seen how good swimwear can make women more confident. When you love what you wear, it really shines through.”
Priced between $90-$150, Leis Swim launches online June 29. The public is invited to shop Leis Swim and jewelry from Dallas-based Mod + Jo at a launch party on June 29 from 5-8 pm at The Sol House (734 W. Canty St.) in Dallas.
Follow the brand on Instagram for updates and announcements about other special events.
Swimwear is available in sizes XS-XL and ranges from $90-$150.
Shoppers will line up at Katy Mills Mall as Primark opens its first Houston area store on November 20.Photo courtesy of Primark/Instagram 