Colombian Swim and Lingerie Reign at Lencería Boutique

Juliana Correa’s underwear and swimsuit drawer is almost purely full of brands designed and made in Latin America.

Growing up in Miami, Correa saved her bikini and lingerie shopping for the annual summertime family vacations to her parents’ native Colombia. In adulthood, she converted her stateside friends to her favorite Colombian brands, as well.

“All my friends always bring back two to three bathing suits [from Colombia]. Everyone who has tried stuff on has fallen in love,” Correa said.
Her new boutique, Lencería in West Hollywood, Calif., is an expanded closet of her very favorite swim and lingerie brands that are designed and manufactured in Colombia: Amulette, Maaji, Agua Bendita, Touché and Saha. The shop also stocks swim from brands that have similar Latin American heritage and/or flavor, such as Vix; So De Mel by Brazilian/Italian designer Sonia De Mello; and Adriana Degreas and Clube Bosse, both from Brazil.

Correa explains a charming history behind each brand in the store. Agua Bendita was founded by two friends who met in fashion school, and its swimwear is known for hand-embroidery and embellishment applied by women in Colombia. Touché is “a very classic Colombian brand that most Latin Americans know and love. It’s not too much going on but does a great job at fit.” New York–based Knots and Stones jewelry, made by Colombian designer Andrea Rodriguez-Tarazi, uses seeds harvested from South America.

“I wanted to do brands I would be proud of—fun, interesting, different,” Correa said of the designer pedigree. She added that Colombia has a rich history of textiles and garment manufacturing.

“Argentina is more fashion-forward when it comes to streetwear,” Correa said. “[Swimwear and lingerie is] what Colombia does really well.”

Kelly Ellingson—vice president of sales and marketing in North America for Colombia-based brands Maaji, Amulette and Agatha Ruiz De La Prada—said that expensive duties have deterred retailers from buying Colombian brands in the past. Since the passage of the U.S.-Colombia Trade Promotion Agreement, which allows for free trade between the two countries, Ellingson anticipates more Colombian brands will enter the American market.

Ellingson said retailers have embraced the Colombian brands’ styling, which has a “flirty playfulness that’s sweet and sexy at the same time.” She continued: “There are some amazing companies here in the states, offering great service and great products. However, working with Maaji really reminds me of years ago. There is such a gracious professionalism that begins with the owners, sisters Amalia and Manuela Sierra, which trickles throughout the entire company. Everyone in the company is an important part of something really special, and they extend that same attitude onto our customers.”

Colombian designer Johanna Isaac of Amulette lingerie said it was only recently that Colombia began designing and exporting swimwear and lingerie for the high-end market. Isaac said high-end Colombian designers who made it big in America—specifically, Silvia Tcherassi, who has a women’s clothing atelier in Florida, and Nancy Gonzalez, whose clutches are sold at Bergdorf Goodman—have paved the way for more upstarts to be accepted.

“Six years ago, Colombia was recognized for support, basics and classic brands, always with high quality—but did not offer exclusive and premium designs. Our country has the most qualified handcraftsmanship and incredible creative talent. Now brands like OndadeMar, Agua Bendita, Maaji and Amulette are being recognized,” Isaac said.—Rhea Cortado