Swim Diary: Runway to Reality TV

Swimwear designer Ashley Paige takes on TV

Los Angeles–based swimwear designer Ashley Paige has always been a nonconformist. Back in 2001, she began creating one-of-a-kind crochet swimwear in super-sexy micro-cuts. By 2002, the Florida native’s suits had been featured in the swimsuit issue of Sports Illustrated and on the cover of lad mag Maxim. These days she works out of her own retail store and design studio on Hollywood’s Cahuenga Boulevard, where the animal-loving designer holds weekly pet adoptions for rescued dogs.

Paige’s latest adventure is on television. Her reality show, “Bikinis or Bust,” began airing on the TLC cable network in July. The show follows Paige in her efforts to expand her swimwear business into an international brand with the help of her co-workers; her public-relations director, Antoinette; knitter Juan; and Paige’s enthusiastic mother, Leah.

Waterwear’s Alison A. Nieder recently caught up with Paige to find out how she landed on TV and how things have changed since the show began airing.

How did the reality show come to happen?

I was approached by [manager] Cory Castor. She wanted to manage me as a fashion designer and get me into other mediums of press—besides just my press in fashion magazines. She represented Jessica Miller, my favorite model, and that’s how we met—backstage at a fashion show. To make a long story short, I started being a guest on a lot of different reality shows, and I wanted to do my own show.

I felt like I had a story that needed to be told: the truth about what independent designers go through. It doesn’t matter how much press you have, people think that you are rolling in dough. But the reality of it is it’s not so glamorous, and in most cases, we’re all broke—at least I am. I know there are other businesses out there that are struggling and would relate to my story, no matter what industry you’re in. How long did you film the show?

We filmed for 38 days; we wrapped about three months ago. We’re waiting to hear if we’re going to get a second season. How has your life changed since it began airing?

Definitely our business has increased. We’re doing a lot of custom orders, and it’s directly from the show. There isn’t a day that goes by when we aren’t doing at least three people [for] custom fittings. For us, that’s a lot.

At the same time, the fans are running in, wanting autographs and pictures taken, and I am very loyal to them. When they come in, I really spend time with them—I don’t hide from them. Even though they may not buy stuff, it’s still like a customer coming in.

And then [there’s] my charity, RuffHouZen (RuffHouZen.org). My animals and [my business], they go hand in hand. My philosophy is Ashley Paige, as we grow, so does our contribution. It’s really important for me that I attach my nonprofit to Ashley Paige.

On the show there’s a lot of animal rescues, so we’ve had a huge following with the animal lovers all over the world. They have been sending in donations to RuffHouZen, so we have rescued six more dogs since we got the big donations sent in—big is like $5,000, which is great! Little kids are knitting little scarves and sending them in and creating little pictures and telling us to sell them at doggie adoptions and keep the money for RuffHouZen.

Two little girls came running in yesterday with an envelope with $76—they had had a lemonade sale, and all the money was for RuffHouZen—it’s adorable!How has your business changed since the show began airing?

I’ve had several potential investors come to the table, and we’re in negotiations. The contracts are being drawn up now, so I’m real nervous. I know that I need the manufacturing and the capital to grow this brand to where I know it can be. What do you hope will come from this experience? What’s the best-case scenario?

To find a great investor who is a good person—I want to work with good people.

I’m going to go to Italy and do a knit sportswear line that would be like the American, hipper, edgier version of the Missoni line. I’m going to launch [for] Fall fashion week with dresses, sweaters and everything in knits—and also some bikinis thrown into the mix.

I have a huge demand [for my swimsuits] and have had for a long time, so it’s really important for me to get my product in the stores. When people e-mail you and call you and beg for it, and you have to say no, it’s terrible! It’s like, I’m just sitting here on a gold mine as far as the product and the uniqueness and the demand for it—and then having money problems!

That’s what the show is about, too: Here she is with all the celebrities wearing it and all the people wanting to sell it in their boutiques, and she can’t get it to them.

So with my new investors we’re going to do that. We’re going to ship to hundreds of boutiques all over the world. We’re going to hit the high-end department stores and stay really high end in the knitwear business, swimwear and sportswear and get the celebrities on the red carpet in my dresses.