In Conversation With The Founder Of Sustainable Aussie Resort Label, SAINT SOMEBODY
Making a splash
Founded in 2018 on the sun-kissed beaches of Sydney, SAINT SOMEBODY is shaking up the luxury swim and resort wear scene with a bold commitment to inclusivity, sustainability, and real women. This Australian label, founded by Sophie Henderson-Smart, is all about creating stunning pieces inclusive that make you feel amazing — no matter your shape or size. With a focus on quality, ethical production, and a little touch of luxury, every piece is handcrafted in small batches using eco-friendly fabrics. We went behind the brand with Sophie as she opens up about building a brand that’s as empowering as it is beautiful.
What misconceptions about swimwear do you aim to challenge with SAINT SOMEBODY?
Every body is worthy of a beautiful swimsuit. There are no rules! It’s crazy how conditioned we are when it comes to what we allow ourselves to wear. By creating good-fitting swimwear that is supportive and looks good, women can allow themselves to step outside their comfort zone.
How do you want your customers to feel when they wear your swimwear?
The most authentic version of themselves. When you are in a swimsuit, you are the most naked you’re likely to ever be in public so it’s not easy to feel confident. It requires a good state of mind and most importantly, contemporary, beautifully fitting swimwear so you genuinely feel good.
How does cultural diversity influence your designs and sizing philosophy?
When designing for best fit, all shapes and sizes are considered.
In what ways do you think swimwear can be a form of self-expression and empowerment?
The power to control how we are seen, and choose to present ourselves, is very important. It has everything to do with how people perceive and relate to each other. Fashion is political and swimwear in particular can put us in a place of vulnerability – although scary, it can be freeing when you feel good in what you’re wearing.
How do you cultivate a sense of community among your customers, and what role does social media play in that?
I purposely curate a positive feed on my socials and focus on normalising seeing all different body shapes in swimwear. I think people see it as a light hearted and happy place to be without delving into the frustrations I have with the fashion industry. Many customers have become friends which is an unexpected bonus with running this business.
Can you share a surprising piece of feedback that led to a significant change in your product line?
When I first launched I didn’t have smaller sizes as I was focusing on the average to plus end of the market. As time went on, I got more and more people dropping into my DM’s asking for size 8 and 10. I was also given this advice from a mentor but initially I pushed back as I felt it might go against my loyalty to curves and what my brand stood for. The heart of SAINT SOMEBODY is inclusion, and so I made the decision from this season to be fully size-inclusive and stock sizes 8 to 28.
If you could describe your brand’s aesthetic in three words, what would they be?
Modern, authentic, considered.
What’s a challenge you faced that you didn’t anticipate when starting your brand?
As soon as the brand took shape I knew I wanted to be in the USA. The logistics of such a move were much more complicated (and expensive) than I thought. It was a few years of learning and growing slowly to build up the brand name and find my customer over there – which is not easy considering the size of the market.
Who or what inspires your designs outside of traditional fashion sources?
Travel is my greatest inspiration. The architecture, the colours of both natural and man-made things, street art, the people you meet. On a recent trip to the US to promote the brand, I spent some time in Miami and a stroll through the Arts District left me feeling very inspired.
How do you envision swimwear evolving for year-round wear rather than just summer?
I was surprised by how many customers were wearing our pieces as a top or bodysuit from beach to bar as well as in seasons other than summer. All the styles are high quality with built-in support so layering a bikini top under an oversized shirt or style a one-piece under a high-waisted skirt makes sense and adds to our sustainability.
What legacy do you hope to leave in the swimwear industry?
SAINT SOMEBODY is doing its part to challenge the fashion industry to be better, more inclusive. I’d even go as far as to say it’s political work. The power of feeling in control of how the world sees us is something every woman should have. I often receive messages from women who say that they have not stepped foot on a beach in years before discovering our swimwear. Nobody should miss out on that incredible feeling of going for a dip in the ocean. Empowering women is something I will never take for granted and leaves me feeling very grateful that I get to do what I do.
