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SS17 designs from vintage swimwear label Reard Paris which is back in business. — Picture courtesy of Reard Paris via AFPSS17 designs from vintage swimwear label Reard Paris which is back in business. — Picture courtesy of Reard Paris via AFPPARIS, May 19 — 1940s swimwear brand Reard is back in business! Earlier this week, the vintage label that invented the bikini, unveiled its SS17 collection in Paris.

Reard is set to make a splash with the launch this summer of its fresh new range of on-trend colourblock bikinis and one-pieces.

Flattering seam-free cuts coupled with elegant jewel detailing and chic metallic or quirky nautical accents are sure to be a poolside hit with style-conscious swimmers and bathing beauties alike.

What can we expect? In keeping with Réard's style DNA: Clean lines, rivets, and lacing are some of the interesting twists Réard's creative director Céline Adler has to offer.

Image from the archive of Louis Reard with his swimsuit models in the 1940s. — Picture courtesy of Reard Paris via AFPImage from the archive of Louis Reard with his swimsuit models in the 1940s. — Picture courtesy of Reard Paris via AFPPieces are retailing from €200 (RM960) and between €300 and €450 for haute couture-inspired styles inspired by brand classics, while Réard's ultimate luxury jewel pieces are priced at €650.

The complete SS17 range is now exclusively available at the colette concept store in Paris, and is additionally on sale via Reard's e-boutique

The house of Reard was established in 1946 by car engineer and fashion entrepreneur Louis Reard. inventing the bikini, which he showcased at Piscine Molitor, a popular pool and stylish Parisian haunt — was Reard's claim to fame.

In an untimely twist of fate during the bikini's heyday, the label slipped off the radar following Reard's death in 1984. Now 30 years later Reard sets out to reclaim its stake in the luxury swimwear industry.

Chart Reard's fashion comeback here. — AFP-Relaxnews

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