Anthropologie Launches Celandine

Anthropologie Group has launched Celandine, a resort wear label “designed to offer vacation-ready styles all year round.” There are many bathing suits, as well as dresses, tops, sweatshirts, rompers, skirts, tees, jumpsuits and shorts.

“Named for the bright yellow flower,” the collection is “designed in-house,” and “presents playful colors and prints, novelty textures, breathable gauze and linen fabrications that offer a range of sensibilities from preppy to sensual and that reflect the spirit of adventure and relaxation,” the company notes.

One piece swim suits sell for $128-138, with bikini bottoms at $88 and tops at $98.

“We’ve seen tremendous success in our vacation and resort wear categories, particularly in swim, which has shown double-digit growth year over year,” explained Holly Thrasher, chief merchandising officer of Anthropologie women’s and weddings. “With travel on the rise, our customers are looking for pieces that help them look and feel great, no matter where they go. Celandine fills this gap, providing a curated collection that brings both every day and getaway moments to life.”

Anthropologie claimed that “vacation-related queries” have steadily increased throughout last year, resulting in “+97% growth year-over-year. In addition, customer searches for resort-related items inclusive of “swim”, “resort”, and “beach” grew by +29%.” The company stated that “as swimwear and resort categories continue to outperform, Celandine expands on Anthropologie’s success.”

“Celandine reflects a deep understanding of our customer’s needs,” opined Richa Srivastava, Anthropologie’s chief creative director of design. “The label was designed with travel in mind as we know they are craving a curated collection that spans the entire vacation experience—from beach days to evening getaways—and Celandine delivers that in one place. Featuring vibrant prints and textures in customer favorites, it’s the perfect addition to our offering.”

“To celebrate the debut of Celandine, Anthropologie will roll out a robust and multi-faceted marketing campaign designed to drive awareness and engagement through a variety of high-impact activations and exciting partnerships,” according to the label.

One promotion starting in January and running through late February will be a pop-up at the Faena Bazaar in Miami Beach. “This immersive experience will offer an exclusive look at the new collection, while engaging customers, influencers, and media in the heart of one of the most visited resort destinations in the world. The pop-up will feature curated vignettes of Celandine’s bold prints and vacation-ready pieces, inviting customers to immerse themselves in the spirit of a perfect getaway.”  Celandine will be available both online and in 120 Anthropologie stores nationwide.

Above, Celandine High-Waisted Bikini Bottoms ($88) and top ($98) and Sunburst Shine One-Piece ($138.).