Created in 1968, the swimwear brand Erès has always been proud of being different to other swimwear manufacturers: the brand produces luxury, elegant, perennially stylish and impeccably cut swimming costumes and bikinis, which enhance the shape of women’s bodies and are seen as a feminine rite of passage.
The brand’s founder, Irène Leroux, invented a concept that a lot of people believed was doomed to failure: a swimwear shop open all year round. Back then, the majority of women purchased their swimwear while on holiday, without really thinking about whether the cut of the garment was appropriate for their body shape. « At the time, when people were wrapped up in their winter coats and they passed in front of the shop window and saw my swimming costumes with red and white Tahitian prints, they thought I was crazy. I had the idea as a result of the Brazilian jet set passing through Paris: the women bought their swimwear in September because summer in South America only began in October, » explains the designer to Les Echos newspaper. With Erès, wealthy Parisians finally had a place where they could choose a swimming costume to flatter their body before heading off to exotic destinations.