This week, we step inside the home of Innes Heywood, designer and founder of swimwear label ‘Innes Lauren’ to chat about small business and her inspiration behind the designs of her beautiful Australian made swimsuits. With a home as timeless and sophisticated in style and design as her garments themselves, it was a pleasure to capture and interview Innes in her space.

As the sun streamed through her Double Bay apartment, we also had the pleasure of seeing + hearing about her new collection - soon to be launched for the oncoming European summer - watch this space, the colours are next level…

How did Innes Lauren first come about?

I started Innes Lauren in 2017 when I was studying Fashion Design. Whilst my feet were on the ground in Australia, my head and heart were back in my island home of Bali - where I grew up.  My daily go to was wearing a swimsuit with resort attire and it continues to be so to this day. Because it was my image, lifestyle and passion I wanted to share this with others. With no hesitation or doubt I set up an ABN, created a business plan and started designing - everyday, all day. I started with a small range of swimsuits and haven’t looked back.

Describe your brand philosophy/greater vision for the products?

My philosophy is to create sustainable, timeless and staple garments that can be worn from beach to bar and taken with you on your travels. We’re living in an era where it’s important to think about sustainability. For too long we’ve been living in this throwaway fashion environment so I wanted to create pieces that are timeless and eco-friendly. 

My vision is around really knowing who my consumer is. Innes Lauren represents a woman, a traveller, an island dweller. The collection itself, currently consists of eight exclusive garments, available in a variety of colours. My greater vision for IL includes creating resort and lifestyle pieces that are versatile - I want a woman to be able to place our garments on top of her swimsuit and wear it from breakfast through to lunch or dinner, out shopping, on a plane or into a meeting.

Where does your creative inspiration come from when designing the products? 

In 2018, I travelled through my favourite places in Europe, from the timelessly chic Aeolian Island and Panarea to the medinas of Marrakesh where we danced to Gnawa music. This is when I designed my current collection, OFF DUTY FW20.  I named each swimsuit after a special place I had visited and developed a connection to. When designing, I think about the sounds, the seascape, the colours, the food and the people I have encountered on my travels. The essence of these things are imbued in each swimsuit. 

What part of your job makes you feel most alive and why? 

Feeling the texture of new fabrics in my hands; the creative process of a new design - where I take a beautiful fabric and turn it into a new sample - all the way through to the excitement that builds as I gear up for a new collection launch. I get an indescribable feeling of achievement and joy throughout the whole process.

What do you want women to feel when they wear your pieces? 

I want the Innes Lauren woman to feel strong, sexy and beautiful, whilst also feeling like she is being supported practically by both the fabric, the cut and the design. Often women feel exposed in swimwear, but I’ve designed my one pieces to make you feel comfortable whilst being lifted and held in all the right places.

The Innes Lauren woman wears her pieces at home, on the beach with sand between her toes, at lunch, whilst doing a spot of shopping, sipping her aperitivo at the bar, in a meeting or even on the plane ride to her next destination; for after all she is a free spirit…

What has been the most satisfying part of starting this business? 

Without a doubt it’s receiving thank you messages from my customers saying how much they love their beautiful swimsuits and how great they feel wearing my pieces. It reminds me why I do what I do! 
I enjoy making women feel empowered and secure in my swimsuits - it motivates me to keep designing and creating and keeps me moving towards the direction of my next collection. 

Interview and photography by Hannah Darkins - The Unfold

View more from Innes Lauren here