Crafting the Normaillot Woman: A Conversation with Founder and CEO
We caught up with Merve Kardes Misirli,
the entrepreneur behind the rapid-rising luxe gem out of Turkey, Normaillot.
We caught up with Merve Kardes Misirli, the entrepreneur behind the rapid-rising luxe gem out of Turkey, Normaillot. The measured founder and CEO elaborated the near certainty of Normaillot’s success, planted solidly in the foundation of their search for inspiration, innovation, and sophistication.
P: What was the moment where you realized that you made the right decision? (creating Normaillot)
MKM: One of the revealing moments that made me sure of the path that my brand was heading towards was the time of that phone call coming directly from Alessandro Fabrini, Executive Vice President at L Brands, during which he was expressing his encouraging impressions of our work, telling how sophisticated and elegant Normaillot was, and offering us to be a part of Victoria's Secret as the first Turkish swimwear brand.
P: Normaillot is one of the world’s fastest-growing luxury swimwear brands. How have you dealt with the accelerated growth, and did you see that happening when you started?
MKM: I have foreseen that we will grow rapidly outside of Turkey when WGSN had announced us as one of the top 5 swimwear brands at the Mode City Show 2015 in Paris. As a brand strategy, it is important for us to bring a positive and creative influence and have a measured growth without compromising our quality, design and execution for our customers and business partners.
P: Has your method changed since then, and especially in the peculiar year of 2020?
MKM: During lockdown period, we have been in search of means for a better communication, therefore focused on digital development to reach our followers through some better virtual solutions. We are also launching our new collection in partnership with PARAISO and are participating in Cabana x Joor virtual fair for buyers to explore our pieces and reach us directly.
While the emphasis, formerly, was on the design of the swimwear, in time we shifted our efforts into the creation of a Normaillot woman and included the fundamental components of her style into our collection, such as bags, earrings, sarongs and matching bandannas.
P: The construction of your pieces doesn’t seem to follow the trends within the swimwear industry. What is your approach to differentiation when it comes to materials?
MKM: Combination of avant-garde aesthetic with innovative silhouettes and unique materials having high technical performance create our timeless style. As the first in the market, using wicker accessories on swimwear, we also showed our difference with various detailing including gold plated accessorizes in the previous collections. This year we present UV Protective Fabrics and accessories that are created from swimwear fabrics. With 2021 onwards we plan to focus more on 100% sustainable and eco-friendly materials and the upcycling movement.
P: Your collections are bold, to say the least. Where does your inspiration come from?
MKM: Our muse and references come from our voyages around the world, 90s supermodels, artists, icons of past and present, forward, and independent thinkers… Art and nature play a huge role in our collections and vision. Normaillot’s close relationship with art is previously highlighted by our Art of Camouflage Collection designed in collaboration with Turkish artist Ekrem Yalçındağ. The color palette in The Icons collection was inspired by the magical colours ofgemstones; from rose quartz and black onyx to citrine and aquamarine.
P: What are we looking forward to in the upcoming ICONS collection?
MKM: For the Icons collection, we have taken a new direction offering a distinctive complete look with an elevated sense of style. You will be able to match your swimwear with variety of new accessories and beachwear pieces. The collection offers a style in its integrity with all its components.
P: Can you share some favorite pieces which you wear often?
MKM: I often wear our Adventure Bikini Set from our Timeless Classics collection with Shiny Grey Long Wrap.
Our sparkling one-pieces are the best for beach to boat ride and night-outs especially Sparkling Francesca and Sparkling Andres one-piece when paired with jeans, skirts, and high heels. I prefer our animal print one-pieces such as Unique and Desirable as a poolside attire.
From our new collection, my favorite pieces are our Luna Bikini set with Flirtatious Chain, Provoke Shirt and Lucid Head Scarf.
Explore Normaillot’s THE ICONS Collection at PARAISO Digital Hub.
