The Free Spirit – The Summer Escape cover shoot with MAISWIM

What do the first 30 minutes of your day look like, your morning routine?

The alarm is always set for 7am if my son doesn’t wake me first. My first 30 minutes are pure chaos; between having my son ready for school with a proper breakfast in his tummy – there’s no time for stretching, yoga, or even gym. Just a cup of coffee, if I’m lucky and then my day starts.

What was the catalyst to launching your swimwear brand and did you always know you wanted to have your own label?

The catalyst was, without a doubt, the need to launch something innovative, trendy, and beneficial for us women. The technology in our swimwear has been there for some years now, but it’s just not well communicated. I, personally, hate the idea of using tampons. Besides being invasive, it’s not healthy at all. So, having the chance to build something cool, minimalist, and super ecological really excited me! After discussing all the details with my business partner, Sara Salvador, we started looking for the technology, fabrics, cuts and designs matching the technology needs. By now, you know how I’m all about supporting women and our needs – Maiswim is the perfect result of this.

Maiswim is an eco-friendly menstrual swimwear brand. Tell us more about the concept.

Maiswim is transforming how women approach fashion and sustainability, sustainability is here to stay. From fabrics made entirely from discarded fishing nets and other ocean waste, we’re turning pollution into a fashion statement. This is us giving back to our planet but looking cute while doing it. But it doesn’t stop at eco-friendly materials; we also reduce our environmental footprint. Typically, a woman uses around 200 tampons or pads annually, with about a quarter of those used during summer. Switching to Maiswim means saving approximately 50 traditional menstrual products each year. Now, let’s think about the impact on a larger scale. If 5,000 women choose menstrual swimwear by the end of this year, we could save 250,000 traditional menstrual products from ending up in landfills over the summer months.

What are the DNA and values that define the brand?

A solid commitment to sustainability and women empowerment defines our brand—the freedom to choose. We prioritise eco-friendly materials – even our shipping material is made from recycled content, promoting a circular economy. We take waste reduction seriously and transparency is crucial to us. We’re open about our sourcing and production processes. We also adhere to ethical practices in all aspects of our business, ensuring fair labour conditions and environmentally responsible production. Together, these values form the core of Maiswim, driving our mission to create swimwear that is as kind to the earth as it is to the wearer.

How do you go about designing the pieces in your collection and how many styles are you launching with?

Our design process is both creative and collaborative. It starts with gathering references and inspirations from styles we love. We brainstorm extensively on various aspects, such as functionality, fit, and colours. Once we have a solid concept, our fashion designer translates these ideas into sketches. These sketches are then passed to our seamstress, who creates a prototype. We rigorously test this prototype to ensure it meets our standards. Based on the feedback, we will make any necessary adjustments before moving forward with production. As for our launch, we are excited to introduce five distinct styles. Each piece in the collection has been carefully designed to ensure it looks great and performs exceptionally well in terms of comfort and functionality.

What materials do you use and where do you source them?

Both our materials and production are proudly “Made in Portugal.” We are committed to supporting local craftsmanship and sustainability initiatives within our community. Our primary fabric is derived from discarded fishing nets and ocean waste. Our manufacturing processes occur entirely in Portugal, ensuring that our swimwear meets high-quality standards while adhering to ethical practices. By keeping our production local, we support our economy and reduce our environmental impact by minimising transportation emissions. This approach allows us to offer swimwear that is not only stylish and functional but also aligned with our values of sustainability and responsible production.

The styles and visuals of the brand are rooted in a minimalistic aesthetic – was this your vision from the outset?

Our minimalistic aesthetic has been a foundational vision for Maiswim from the outset. We aim to achieve a seamless marriage of style and functionality in everything we create. Just as our designs are crafted to be timeless pieces that seamlessly integrate into resort wear wardrobes, offering impeccable fit and enhancing women’s comfort and confidence, our visual identity follows suit. We operate as a close-knit team with a clear, shared objective of empowering women, promoting sustainability, and redefining comfort. Regarding our visual direction, Sara and Mariana, who have been with us since the brand’s inception, spearhead this aspect. Together, they ensure that our visuals reflect our brand ethos – clean, modern, and aligned with our commitment to sustainability and empowerment. Our minimalist aesthetic defines our design philosophy and extends to our branding and marketing efforts, creating a cohesive and impactful identity that resonates.

Which are the hero pieces?

The hero of our collection is undoubtedly the Dusk Dune set. The bottom piece is a classic Brazilian minimalist design flawlessly crafted to complement the body’s unique contours. The top piece features an underwire bikini design that is versatile and suitable for all bust sizes, from S to XXL. This thoughtful combination ensures comfort, support, and confidence, empowering women to embrace their natural beauty effortlessly.

How would you style them from beach to dinner?

There’s nothing quite like summer, where going straight from the beach to dinner is the ultimate joy. That’s why adapting the look from day to night should be effortless. Start with the Dusk Dune black set: the underwire bikini top and classic Brazilian minimalist bottoms create a chic and comfortable beach ensemble. Pair them with a wide-brimmed hat, oversized sunglasses, and a lightweight beach cover-up. Swap out the bottoms for a flowing maxi skirt or linen trousers for the transition to dinner. Elevate your footwear with wedges or strappy sandals for added elegance. Add statement jewellery like earrings or a necklace to complement the underwire bikini top – layer with a breezy kimono or loose blouse. Style your in loose waves or a sleek updo and enhance your natural glow with bronzer and lip gloss. And that’s it. A versatile styling approach from a relaxed beach day to a stylish evening out, ensuring confidence throughout the day and night.

What have been the biggest challenges to date and how did you overcome them?

Finding the perfect location to produce menstrual swimwear with our specific technology was difficult – it required significant time and testing. We needed a facility that could handle the innovative aspects of our design while maintaining high standards of quality and sustainability. Currently, our biggest challenge remains in commuicating openly about menstruation, which is still considered taboo in many contexts. Part of our mission at Maiswim is to break down these taboos and normalise conversations around menstruation. In the coming year, our primary objectives are to discuss menstruation and educate girls and boys openly. We recognise that breaking the taboo surrounding menstruation requires inclusive education and awareness. We aim to normalise conversations about menstrual health and hygiene by fostering open dialogue and understanding among all genders. Addressing this goal involves expanding our educational initiatives to include comprehensive menstrual health education in schools and communities. We aim to promote empathy, support, and informed decision-making by empowering young women and men with knowledge about menstruation.

How do you balance your business side and creativity?

Balancing the business aspects and creativity is a deeply ingrained part of my approach. While I naturally gravitate toward the strategic and operational facets of running a business, nurturing creativity is equally essential. Creativity, for me, thrives through exploration and immersion in diverse cultural experiences. Travelling to new destinations sparks inspiration through discovering local art, attending exhibitions, or engaging with different forms of expression in films, literature, or photography. These experiences broadened my perspective and infused fresh ideas and artistic influences. On the business side, I draw on my innate passion for entrepreneurship and strategic thinking. I cultivate a dynamic synergy by harmonising these elements – business acumen and creative exploration.

What have you learnt about yourself during this brand building process?

Through the journey of building Maiswim, I’ve discovered profound lessons about myself that have shaped my personal growth and the evolution of our brand. This path has illuminated my resilience and ability to navigate challenges with determination and grace, fostering a more profound sense of self-confidence and purpose. Embracing entrepreneurship has taught me the importance of embracing creativity and innovation, which have been pivotal in shaping Maiswim’s identity as a leader in sustainable menstrual swimwear. This process has also underscored the value of collaboration and community, highlighting the power of collective vision and shared passion in driving meaningful change. Above all, building Maiswim has reinforced my belief in the transformative power of authenticity and empathy, guiding our commitment to empowering women, promoting sustainability, and challenging societal taboos surrounding menstruation. It’s a journey that inspires and motivates me as we strive to create a positive impact in the world and empower women to embrace their natural beauty with confidence and pride.

“It’s a journey that inspires and motivates me as we strive to create a positive impact in the world and empower women to embrace their natural beauty with confidence and pride”

What lies on the horizon for Maiswim?

This year marks a significant milestone as we introduce our first swimwear model explicitly designed for teenagers. Additionally, we’re thrilled to announce our upcoming collaboration with Odara. Together, we’re launching a beachwear collection for summer, crafted entirely from dead stock materials and handmade by female seamstresses – not in factories. These limited-edition pieces are meticulously designed with care, offering stunning options for the summer season. We are preparing to unveil a delightful addition to complement our swimwear collection in the coming months. While the details remain under wraps for now, rest assured it’s something special and unique that we can’t wait to share with our community.

This is The Summer Escape Issue – where are you escaping to this summer?

This summer is all about moving – moving back to Portugal, moving back to Lisbon. I’m excited to return back to Dubai every other month. Because I can’t live without some airplane time, my family is going to Tunis – our gorgeous Ameni Eissebi invited me and then the South of France, the Faroe Islands and Croatia.