…was created by Tegan Smith, a Cape Town based photographer who is passionate about femininity and confidence in women. She struggled for many years to find the perfect fitting swimsuit (like many) and took it on herself to design a swim piece that would both look sexy AND support women.
After months of research and careful consideration to a number of women’s swimwear concerns, the “Shades of Jade” range was born.
THE DESIGN:
SUSTAINABILITY:
We considered the most eco-friendly options when designing our brand.
This brand is a creative expression based on my passion and inspirations. Jade is my second name, giving it a strong personal meaning.
Jade is a beautiful crystal stone that has strong healing properties. It is known to transform negative energy into positive energy and this is something that has been a strong message within my swimwear brand since its launch in 2020. Buying and wearing swimwear can be a negative experience for many women and this brand was launched for those who struggled to find their perfect fitting, stylish and comfortable swimsuit (who knew this even existed?!).
The message behind the brand – and brand name – is for all women to feel comfortable in their swimsuits and look fabulous at the same time ! I aim to turn a negative experience into something empowering and wonderful!
The crystal, Jade, also represents renewal which refers to our use of ocean plastic and recycling it into beautiful fabric for swimsuits.
In addition, Shades of Jade refers to different variations. Not necessarily the green colours of Jade, but rather moments, personalities, and emotions. There is a swimsuit for every moment, every “Shade of Jade”.
