5 Minutes With ... Leah Madden, White Sands

Dreaming of long days spent at the beach with friends and family? White Sands will inspire you. Founder and head designer for White Sands Swimwear, Leah has been designing prints and cuts to compliment women of all shapes and sizes. Gone are the days when women race in to a department store and leave with a basic bikini in a safe colour, nowadays women relish unique pieces which look good, feel great and ensure they score a second glance. From balconette bikini tops and comfy lycra bottoms to stylish one-piece swimsuits, White Sands has you covered. Having designed swimwear for five years, Leah knows what women want and White Sands is the answer to our swimwear needs. Excited about their Spring / Summer '12 collection, Spoilt spent five minutes with Leah to learn more about the label...

White Sands designs are classic and truly beautiful. Could you tell us about the label?
I have travelled extensively and after a trip to South America I fell in love with the amazing innovative swimwear there and realised that swimwear options in Australia was very limited, and I wanted to bring the intricate designs here.

We love the name of your label - it reminds us of beachy paradise! How was the name chosen? 
I wanted a name that made you immediately think of beautiful summer days, tranquil oceans, white sands and the perfect atmosphere to be spending a leisurely day.

Your designs are finding their way in to editorial features everywhere! Does this excite you?
I do love seeing White Sands in the media, but I think I more-so love seeing people wearing it when I'm travelling.

Congratulations on appointing gorgeous model Kendall Jenner for White Sands! 
Thank you, yes it was really exciting! she really was just perfect for that collection. Kendall was such a pleasure to work with.

What is your current favourite White Sands design?
It would have to be our signature style, Gracie, with shell cups.

High-waisted swimwear briefs are hot right now! What makes them so appealing?
They are a fashion statement. Instead of a plain string bikini, for the girls that like fashion and want to make a statement these are ideal. It's also a chance to have fun with your swimwear and wear something different. 

What swim/beachwear trends do you predict this summer? 
I'm loving neon pastels for summer. Forget the fluoro! Fluoros are 80's and neon pastels are the modern take on brights.

In a few words, how would you describe the White Sands consumer? 
White Sands is all about lounging around glamorously. Our consumer is interested in looking good rather than wrecking their hair in the surf.

Which celebrity would you most love to see wearing White Sands?
We have alot of celebrity fans but to be honest we love to see our designs on everyday girls. It's really great to see how different women style their swimwear, and how to look fabulous pool side.

What makes you feel Spoilt, Leah?
An expensive bottle of French champagne is what makes me feel Spoilt... and its even better if it is enjoyed in a great beach side location.

White Sands: Website