Now that this season's collections have hit the site, we caught up with the woman behind the brand - designer Shoshanna Lonstein Gruss. A New Yorker born and bred, Lonstein Gruss established her clothing line in 1998; swimwear followed three years later. These days, Uma Thurman, Debra Messing and Rachel Weisz, not to mention various Hiltons and Simpsons, are all fans of the label.
Here's why to love it: great prints, cup sized bikini tops and forgiving, tush-covering bottoms. Now read our q&a.
You worked at a lingerie factory after graduating from college - what was the most important thing you learned from that experience?
"I learned so many things. I learned about construction and support. I learned that there are 36 pieces in a bra. Did you know that?"
What inspired you to branch out into swimwear?
"Swimwear is my first love. I was never able to find a suit to fit my body, that was young ,fun and sexy. I am my best customer."
What essentials do you always pack in your beach bag?
"Sunscreen,sunglasses,magazines,and beachbuckets and shovel for my little pumpkin." [she has a two year old daughter].
Where is your favourite holiday destination?
"My favourite holiday destination is Deep Water Cay Club in Grand Bahama Island, Bahamas. My whole family has the best time there. There is no better beachcombing in the world!"
What do you think is the biggest mistake women make when it comes to swimwear?
"The biggest mistake women make is not finding proper fitting suits with the right kind of support."
What's the best piece of style advice you have ever been given?
"My mother always told me to just be myself. She taught me to love my shape and celebrate it even though it was not the easiest to dress."
Is there anything particularly American about your swimwear?
"There is a little more coverage on the tush (but still sexy) than most Brazilian and European brands."