When talking about statement swimwear, Maygel Coronel is the name to bring up. The Colombian brand is widely recognized for its size-inclusivity philosophy and the creation of bodysuits and swimsuits that effortlessly turn into day-to-evening luxury pieces.
Maygel Coronel is a Colombian designer who launched her namesake brand in 2017. Specializing in perfectly tailored bodysuits, the brand, besides having its own boutique in Cartagena, its founder’s hometown, can be found in high-end online markets and top stores all over the world, such as Harrod’s, Saks Fifth Avenue, Farfetch and Moda Operandi, to name a few.
“Estribos” boutique by Maygel Coronel in Cartagena, Colombia (Credits: Melissa Vega)
How was the beginning of Maygel as a designer, and what has been the most significant evolution from the moment you were designing swimwear for yourself to the point of creating an internationally recognized brand?
As a good Cartagenera, I love the sea, so I never saw myself doing anything else but creating garments inspired by the summer, the beach, and the sun, and that’s how I started my project. Besides, I have loved lycra all my life; it is a textile that embraces all body types. So, it was super positive for me to work with a fabric that didn’t aim for a perfect body but was suitable for any body type. Sometimes we think that a swimsuit is such a simple thing, but the truth is that it hugs the body and becomes your second skin. So, working on that second skin, swimwear, fascinated me.
I think that the most significant change we have had since I started my project has been to become a company and to be able to generate jobs for the community. I mean, apart from the success of being in dreamy stores worldwide, I think that building a company and that your project generates jobs for me is the greatest thing the brand has done because I never expected it. When you start a project, you are not aware of the capability this project has to generate so many jobs, and not only that but also the ability to fulfil dreams because, as a team, we also work towards accomplishing personal goals.
Maygel Coronel is synonymous with luxury swimwear even though the fabric is lycra. So what is the key to making this happen?
I think tailoring is quite important… in fact, it is everything. I remember that I was very good at tailoring and workshop throughout my studies. Pattern-making was my strength. So, yes, lycra is a fundamental material, but if you work it as an haute couture, consider every step of the process, especially pattern making… if you are very conscious of what you are going to do, meaning that the garment is as perfectly constructed on the inside as it is on the outside, that is what makes the difference. In the end, sewing is the same for everyone. Still, it all depends on how you do it and that you are aware of doing things well, regardless of whether it is something as basic as a bikini, a swimsuit, or a bodysuit.
How are your Caribbean essence and your Colombian roots reflected in the brand? And how much of your journey and time living in Italy is also in it?
The brand has both; it has more of a Colombian aspect, but I studied in Italy and am married to an Italian, the brand’s CEO. So, this project is not only Colombian talent, but there is also Italian talent. Regarding the creative part, I have rescued everything from Italy, especially in a ‘Vita mia’ collection I launched. I lived in Naples, just in front of Capri and close to the Amalfi Coast. That made my summers a dream. Also, after living in Cartagena [Colombia], where I loved making swimwear, I moved to Naples… I just thought, “How lucky I am to be able to be here!”. And that has been the driving force that has inspired me to do everything I do.
So, the brand has many Caribbean elements because I love my country. But, still, I am also very grateful for the four years I lived in Naples because I learned many things, such as the art Italians have when creating and constructing the pieces, how the garments will be presented, etc. So, it has been a perfect combination [Colombia and Italy] for me and a great match to communicate through the brand.
From your experience, what are the main differences between the swimwear market in Colombia and Latin America and that of Europe?
It is complex. The brand started making bodysuits. But I say it is complicated because you have to understand that we are different in styles, which is reasonable. We, as Latinas, have another type of femininity, while Europeans like a little more minimal. So, once you understand that, you complete the collections and create inclusive pieces, not only in sizes and shapes but also in terms of tastes and styles. Then, of course, ensure it is aligned with the brand’s DNA and characteristics.
Will we see a Maygel Coronel store in the near future in Europe, in Naples, for example?
Yes, of course! We are looking forward to it. We already sell our pieces in a fantastic multi-brand store in Naples. I used to be a customer there. And now we are looking at opening our own store there, but everything will be step by step.
There are two particular international achievements that I would like to address: winning the
Pitch to Latin American Fashion Summit (LAFS) 2019 and dressing Maye Musk for the cover of Sports Illustrated Swimsuit last year. What was it like to obtain each of them, considering the brand was in two different development stages?
LAFS for me was the moment to expose my project because everyone [in the industry] was there, so it was my chance to show everything I had. Regarding winning, it’s not that I don’t have the soul of a winner, but there was just too much talent. I just wanted to be there with the incredible buyers and the staff that attended to show them my project and say it was Colombian. It was a wonderful experience because you don’t always have the opportunity to have so many people from the industry gathered at the same place and be able to show your work.
It was nice because I explained that the ‘one-size’ of my brand is dedicated to my mother. She’s super curvy and always bothered me, telling me that I was only going to design for thin women because I’ve always been thin. But I said, “You know what, I’m going to make something that fits both of us”, and that’s how the project started.
Then in the ‘Pitch to LAFS’, everything was very personal and organic. The truth is that we didn’t know if we were ready. Still, we were courageous enough to take the brand forward and demonstrate that we could work with large stores, that we would deliver, and that we had a quality product that was 100% Colombian. And I must thank my team because, although I was the one to attend, my whole team was working hard to get everything ready and show that we were up to the task, mainly because we were a very young brand.
And as for dressing Maye Musk…
That was amazing! They [Sports Illustrated] wrote to us saying, “We’re going to work with you. We’re doing a campaign and would like some of your pieces.” But they never told us who they were for. I didn’t know who I was going to dress, and we didn’t ask either; we just sent the pieces and trusted them. It was hilarious because we shipped the pieces, and then three months went by. You forget about it, to tell you the truth.
Then, I was doing my nails, which I will never forget when I started receiving about a thousand messages. My cell phone collapsed. When I saw Elon Musk’s mother, I began to cry!
Also, everything was perfect because there were five covers, including Kim Kardashian. Still, the fact that the piece was worn by Maye Musk was perfect. It all worked out perfectly because she exemplified the inclusive DNA of our brand. She demonstrated the brand is ageless and for every body type. She was a perfect fit. Everything was magical, and we never expected it. It has been super organic… The best thing was that we sent the garments without knowing who the model was, and they fit her perfectly. That is the most incredible thing, and it makes us so proud because you may not know who will wear it, but what you do know is that it will look good on her. We received positive messages from the magazine and her, who wrote to us personally to tell us that she loved how the bodysuit looked on her.
What advice would you give someone who dreams of starting a luxurious brand like yours but is afraid of not standing out in the industry?
The most important thing is to do something that you feel, imagine and dream because the truth is that everything is already created, everything exists, but you have to think very well about the DNA of the things you want to do and that DNA is not affected by what happens in the environment. Although, of course, it does not mean that this DNA does not feed a little of what happens outside or evolves; when you know what you want to do, you simply have to develop it and show who you are.
For example, it is true that there are thousands of bodysuit brands, but each one has its own identity. My brand is not just a piece you put on, and that’s it, but a giant team worked hard to make that product. So when my clients tell me that they felt beautiful, comfortable, and confident because the garment covered everything and kept everything in place, I feel pleased because the whole team, not just me, worked hard to make that product look and feel amazing.
So, in conclusion, it’s just about working hard and knowing that the product has your essence, not someone else’s. It’s yours. It’s personal.