Swimwear is hot property

By Bridget Brady
NESTLED in the heart of Brookland Greens is one of Australia’s most exciting new swimwear designers making a splash in the fashion world.
April Hewat’s label, April Marie Swimwear, turned heads at Rosemount Australian Fashion Week last month, and the down-to-earth Cranbourne mother is now taking orders from overseas for her unique swimsuits.
Ms Hewat, 34, does not just make any ordinary black bikini. She uses real photographs and a direct-to-fabric technique on her designs as opposed to most other designers who use graphic prints.
Ms Hewat says she is the only swimwear designer in the world to use real photographs.
“Some other designers have started to do it but I’d say I’m the only one in the world at the moment.
“It’s more expensive and a lot harder but it gives a real image.”
With Miss Universe Australia winners Rachael Finch and Laura Dundovic modelling some of her swim suits, Ms Hewat has recently enjoyed national exposure and a taste of the fashion world.
After an advertisement in Vogue Australia magazine this year, Ms Hewat has had many orders for her strapless one-piece that features a photo of a Sumatran tiger and sells for $289.
Despite her rising profile in her niche market, Ms Hewat said the country girl in her would remain.
She grew up on a 12-hectare property in Carrum Downs and moved to Cranbourne about one-and-a-half years ago.
“I feel it keeps me grounded. No matter how big the business gets or however many Jennifer Hawkinses I meet I’ll never change my attitude to people, whether it’s the person sweeping up the floor after us or the top model. It doesn’t matter what happens … I’ll never change.”
Ms Hewat said she was always creative and dreamt of designing her own swimwear label.
“When I was about 21 I travelled around Australia in a four-wheel drive and lived in a bikini. I sat around and collected shells and thought ‘how would this look on a bikini’.”
She didn’t pursue the idea at the time, until about five years later. “I woke up one night about 3am and thought I know how I can make swimwear different – I’ll use photos.”
Ms Hewat’s first idea was to use photos of landscapes. She later took to photos of animals and flowers.
Her innovative idea proved to be too cutting edge for the technology at the time.
“My idea was a little bit ahead and I had to chase the technology. I finally got in touch with someone in Australia who did what I wanted. With any new technology there are teething problems and it gets hard.
“I virtually prayed about it, stuck to it and now it’s like wow, people are buying it.”
Ms Hewat works from her Cranbourne home and has three staff. Her label is available in a boutique shop in Melbourne, but she gets most of her business online.
Ms Hewat is planning a photo shoot in the Mornington Peninsula towards the end of the year for her next catalogue.