Our debut collection BLACK ROSE, inspired by music that has taught us to take risks and songs that have been there for us when we have needed understanding, each piece in this collection is named after an iconic woman in the punk culture. Some still here with us and some not, brave women who have expressed what it is really like to be a woman in this society and who have broken down walls for the rest of us. We wouldn’t be here, where we are now in the music industry or in the fashion industry, which coincide… if it wasn’t for them. It is evident now, more than ever that women are strong, women are powerful… equal. There is a new wave of international celebration, that celebrates the female body, celebrates the female success and celebrates the female voice. We want to empower women to wear our swimwear, and look incredible of course. However what we desire more, is for women to feel beautiful on the inside, to feel the freedom in the choices we make, to have a confidence that emerges from within first. From a place that is real and genuine.

We want Seamone Swimwear to be like that go-to love song or party anthem that makes you feel sexy, that makes you want to dance. Seamone swimwear will also be like that heart-break melody, that you can put on when you need to escape somewhere and be alone. These styles are dedicated to doing what we want, wearing what we want and being who we want. Seamone is about going against the grain and not following trends, but starting them. We want to send the message that swimwear isn’t just something we wear to serve the purpose of swimming in style…. It’s what we wear, when we are serving our mind, body and souls purpose. Be that in a exotic location relaxing, listening to our favourite band while we lounge in the sun. Or even in the darkest of moments, by ourselves on the beach with tears running down our face… we will always be perfect just as we are. 

The shoot is dark and its raw. It’s an insight behind closed doors, focusing on the inner emotions of a woman rather then her external appearance. In a world today that is highly focused on the media, supporting a mass produced fashion industry, so much has been lost in terms of originality and we are forgetting what is most important. Swimwear is a costume we wear to be closer to nature and to ourselves. We want to express a deeper side to our brand in the campaign that pays respect to all the challenges that has bought Seamone to life. The salt, sweat and tears. This has been a very personal journey for our designer and to create a mood through photography that shares some of the emotions that have in turn pushed and paved the way for this brand, would give it justice.

Our model has brown hair, she is delicate, beautiful. She is androgynous and individual. Her Seamone character is comfortable in her own skin and comes across sexual and provocative to the observer. Yet there is more to her that meets the eye, she is mysterious and although shy, she has so much to say. Her imperfections are perfections and her lips hold a thousand stories. Her eyes are smudged black, as if she has been crying… but she couldn’t look any more beautiful. She has lost everything and gambled her heart, left alone stranded. The location, is dark and gloomy, beaches of black sand and ancient rocks. Its stormy, and the waves are wild. The story tells, she is coming home from a night out after the concert, she lost a game of pool and felt the need to leave on her own. Her lover is lost and she is wandering the beach looking for him. The night had turned wrong and she starts to question her independent and rebellious lifestyle. She drops to her knees and begins to pray…but she can’t let go in the search for him. She finds a pile of washed up fishing nets, lies down and falls asleep… to the distant sounds of his guitar still echoing in her heart.

Founder & Creative Director of Seamone, Simone xx

 a person lying on the ground

Photographer: Paulius Stefanovicius

Model: Sveta Kafafova

Jewllery: Pakaria Powell

Stylist: Simone Ainsworth

Makeup: Mia Lsa

Location: Seseh Beach, Bali.

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Welcome, and thank you for taking the time to familiarise yourself with Seamone Swimwear, hoping you are just as excited as me to celebrate our debut collection. A lot of time and consideration has gone into the launch of this small business and I'm delighted in all the positive responses received so far, its very humbling. It's a good feeling when a goal and a vision becomes a reality. I am so happy to be here, to invite you to join me on this journey in creating beautiful pieces for your leisure. Seamone if its not obvious was a word play on my own name, it just came out of the blue when I was changing my personal Instagram name one day... I just wanted to have my first name but of course 'Simone' was already taken. So Seamone it was. Later on, trying to come up with a name for this swimwear business... I actually had no choice, crazy if I didn't... it had to be Seamone. Please pronounce it however you desire, every single person in my life and who I meet all have extremely different ways in saying my name. It's actually quite amusing, especially when I get called Simon. I just smile.

After working in the fashion industry for several years, having studied Small Business and also gaining Fashion Design, Graphic Design, Web Design and IT qualifications, it just felt like the right time to put all my passions into one. It feels like all the pieces of the puzzle have finally come together to create the bigger picture. Now looking back on my life I can appreciate all the life lessons I have learnt and all the experience I've accumulated that has brought me here to designing swimwear. 

I have always had an obsession with swimwear, I even remember when I was a teenager and my friends and I would wear our cotton G-stings to the beach because we couldn't find any swimwear to buy that was cheeky enough. Well that was long before online shopping, and over a decade before instagram! Look at where the swimwear industry is now... At last, finally swimwear has become an equal member in the fashion industry and its exciting! We can not wait to evolve Seamone, and see what the future holds. Swimwear is transforming, its now being seen off the beach, it really is a staple and multifunctional garment not to be underestimated.

Maybe it has something to do with the fact I live on the perfect Gold Coast, with the best beaches in the world (in my honest opinion). In summer, swimwear is my uniform. Bikinis and one pieces not only get me from A to B they get me from A to Z! I am so lucky to live in a country and a place where its totally normal to grab some groceries on the way home from the beach wearing a bikini, and no one bats an eyelid. I love it! Its so easy waking up in the morning, and chucking on something that will surely get me through until tomorrow morning, no matter where my little gypsy soul takes me. My wardrobe is very small and simple. A variation of denim jeans and shorts, black swimwear, white singlets... the possibilities are endless! with cowboy boots, lacey heels, studded belts, leather jackets. I have a combination for every occasion, and to me its easy. I can be pretty, proper or punk at the switch of a bag or hat!

I buy a lot of my clothes and accessories when I travel. This is going to sound silly but I love buying things that have dust on them! Because it really feels like treasure! I find pleasure in having to search for special things and the reward you feel when you find something unique and that really resembles your personal style. I love having custom pieces, it just adds so much more value knowing it was created with love, just for you, the person made it for you because you asked and they said yes, I don't like the thought of someone making something for me because that where forced too. At Seamone swimwear it is my goal to deliver that same feeling of having a handmade treasure that is a limited edition to our customers. They know who designed it, the story behind it, why it was made and where it was made. Swimwear is intimate, its the closest you can get without being naked in public, so it is important to me that the relationship I have with the swimwear I own is special. I take care of my swimwear, and I always buy swimwear to please myself, not others. I guess I have always found it hard in the past to find swimwear to buy, that has character, substance and a personality... another reason why I wanted to create Seamone swimwear.

We all have those bikini expectations… (we all have those airbrushed dreams of ourselves on a screensaver beach) and then we have our swimwear realities… (christmas day, always in a one piece...passed out on the lounge, totally bloated from eating an entire bowl of mums triffle). In saying that our debut collection is based on personal emotions and also my personal connection with swimwear…including a title bit of fantasy and a little bit of reality. I think about what I really do and where I really go when I’m wearing a bikini… I want to be realistic in what I design and why I am designing it. I want the mood to be authentic... that reflects the real environment that a bikini is worn. Raw. These are some of my favourite memories I have in swimwear...

-I'll go to a deserted beach in northern NSW and to spend time alone… I never take a bikini top, superfluous on a beach like that. Just tiny tanning bottoms and a big hat. I'll read, I'll write, I'll day dream, I'll think, I'll cry… I'll let the waves wash away all that does not serve me, and ill let the tides take my hopes and dreams out to the universe. The beach is my sacred place where I go to just be, to pray, to escape the world.

-I'll invite my girlfriends over to my 70’s pool surrounded by red bricks and honey suckle, they will always borrow my bikinis, they know exactly where to find my treasure chest of swimmers. We will lay around and talk about how dumb men are! We will pluck our bikini lines with tweezers, before getting ready for a night out in town... where we will contradict ourselves and hook up with dumb men.

-I'll meet a guy for a first date, an afternoon swim and transform myself into a goddess mermaid, always making sure I’m swimming between him and the sun, so the light shines from behind me. Tease him with seductive looks and little splashes… Then when we walk out of the water he lets me lead, and I know its just so he can check out my bum… For a moment I feel like the sexiest girl in the world… no make up, wet hair, salty… Just me and a tiny bikini. 

-I'll be driving around with my best friend in our bikinis, sunglasses on, music up. We are really sunburnt from being at the beach…We are hungry and thirsty. We decide to get sushi, park the car, wrap our sarongs around our waist and walk into the restaurant with sandy feet. We will sit there in silence as we pick plates off the train… in utter contentment in each others company and the fact we are looking super bronzed.

To me those are my main swimwear moments, they are plain and simple. Maybe your swimwear moment is going to the river, or the lake, maybe you like to do laps at the pool or fossick the rock pools, maybe you live on a boat, or you like to snorkel, maybe you put a towel out on the grass in your backyard to get some sun, maybe you are a model and travel to tropical locations weekly. Everyone is different, and everyones relationship with swimwear is unique also. My goal at Seamone swimwear is for our customers to buy with their true swimwear moments in mind, that are real to them and to really enjoy their pieces and themselves when wearing Seamone. I want our swimwear to be a beautiful embellishment to special moments in life.

I hope this gives a little insight into myself and what I am hoping to achieve, I hope you continue to follow and support Seamone. I appreciate any comments and invite you to contact me with any questions you have about myself or the brand. 

Founder & Creative Director of Seamone, Simone xx

a person lying on the ground

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We went fishing for fabric... literally! From waste to wear, our innovative designs are made from the highest quality 100% regenerated Lycra. This might sound a little crazy but, to conserve precious resources our fabrics are actually made from post-consumer nylon waste such as old magic carpets and fishing nets that litter our oceans. Yes... fishing nets! The waste is collected and then transformed into virgin raw yarn to begin the process of creating our beautiful butter soft swimwear! Our fabric is manufactured in a green energy facility that works to reduce pollution, protect green spaces, preserve water, and monitor gas emissions. It is a bit of a long process and quite scientific to explain. However to summarise in partnership with Healthy Seas, ECONYL® is able to supply us with this incredible new technology in Lycra production. Whats interesting is the yarn has the same qualities as virgin nylon from fossil raw material and be recycled endlessly without any loss of material quality whatsoever. In fact its tested to be one of the highest quality and durable Lycras in the world.

We find it incredible that divers can actually dive down and recover ghost nets from the North Sea, Adriatic Sea and the famous Mediterranean Sea. These nets are often found on reefs and shipwrecks which are highly important places for marine biodiversity, so it also helps protect all the sea animals from getting caught up in them. Healthy Seas also collaborate with fishermen, fish farms, local communities and other stakeholders to prevent waste nets from ending up in the sea in the first place...Bless them! We are also working on creating an in-house recycling system with the left over scraps of fabric from our productions.

Seamone Swimwear is proud to join the campaign in cleaning up our oceans of marine litter. The beach is our home, we want to help preserve it, we hope to educate and promote the importance of picking up rubbish and recycling. It's our goal to get people asking more questions when it comes to the products they buy. We aim for sustainability, in both an environmental and an economic sense. With every new bikini we produce, we reduce the waste in our seas. But we also want to take responsibility in what happens to our swimwear at the end of its life, by asking our customers to recycle their swimwear and not putting it into land fill. Seamone also hopes to partition into creating a new recycling program in Australia, that encourages the government to take more action into the public recycling of recyclable fibres such as wool, nylon and polypropylene. As there are currently no commercial recycling facilities that recycle used carpets and rugs or fishing nets for the general public. Carpet is illegal to dump and it produces methane, a powerful greenhouse gas when decomposing. Instead we could be reusing all these fibres, to create new materials and at the same time lowering CO2 gas emissions, lowering energy use, lowering water use and lowering crude oil use. We need to form a stronger closed-loop production cycle for everything we humans manufacture before its too late. So please help us in spreading the message. Take the time to watch the videos below, they are so fascinating. Thank you.

Founder & Creative Director of Seamone, Simone xx

please visit these websites for more information on our fabrics:

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For me Bali is one of those places I really struggle to describe, its hard to put in words what this place means to me. I can say its a beautiful, exotic and a creative place for sure. Yes it ticks all the pleasure and leisure boxes, its scenic and cultural, everything you could want in a destination. However I think what I love about this island the most is the movement, the flow of everything working in synchronicity. Everything here moves like water around stones. There is defiantly a force, a power here that you can feel if you are open enough for it. Its renewing, its inspiring, its healing, its feminine, its love, its peace. People do throw the word energy around willy nilly, but I’m the type of person who says what I mean and I mean what I say… The energy here is like magic I’ve never experienced anywhere else in the world. So when people say to me "why are you going back to Bali, why don’t you travel somewhere new?" I just say "I don’t know" … I don’t have the answer to that, I guess I’m just pulled here, drawn here like a magnet, it just feels like I’m coming home.
I believe that travel isn’t about quantity and how many places you can brag about going to, the diversity of your instagram feed or ticking places of a bucket list, its about the quality of the experiences you have within yourself. I come here and I'll keep coming back here because, something takes over me here, its greater then myself. My mind becomes clearer, my conciounous is higher, my nature is softer, my heart feels more open and all of this happens automatically with out trying, without force… I have found my soul place, my ego seeks nothing more then the person I am here. I have huge respect for this island and I’m blessed to be able to come here and to accept all the gifts on offer. Combining everything I love into one month. Nature, food, yoga, meditation, music, pamper, family, friends and of course fashion. I am so lucky to be back here working on Seamone. Our swimwear is authenticity handmade with a human connection here in Bali, and I am proud to say that. I couldn’t imagine working in a more amazing place. Committed to ethical business practices, I personally value Seamone's role in the employment and well-being of our local artisans. Religion is an important part of life in Indonesia and all rituals and celebrations are respected and practiced as a priority, within and around our production. It is my goal to contribute positively to the staff at our boutique factory and the communities in the area so that I may be involved personally as well as professionally in Bali. The journey to create each Seamone piece takes dedicated time. With the value of human touch I am very grateful for all the hands and hearts that are contributing to making my ideas and dreams into a reality on this production trip.
I hope with the success of Seamone I am able to spend more time here, perhaps find love, build a home and live here! There are so many places and traditions I want to learn of and discover. Always an abundance of new and inspiring people to meet, It is defiantly the place you want to come to chase your goals, this island has always pushed me towards my higher purpose... This feels like the first chapter of a new book  and I can't wait to share more of my personal stories and upcoming journeys from this island of the gods, on the Seamone Lifestyle blog in the near future. I initially thought I'd do a cliche blog post, on all the fancy places I would eat in Bali, all the surreal locations I would visit… upload a few edited photos of myself in a bikini with my acai bowl… promote the dream lifestyle…. list my top 10 things to do and see, talk about my outfits… Sorry if you where expecting that. I'm pretty much sitting in a $30 a night hotel, attached to my computer, working on Seamone, eating nasi goring for breakfast lunch and dinner, in my pyjamas and I couldn’t be happier! Maybe next time I will do a proper travel blog... but here are a few photos for your viewing pleasure regardless.
TERIMA KASIH, Founder & Creative Director of Seamone, Simone xx

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