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SCMP Reporter

This year, Hom is putting a lot of emphasis on prints, especially floral ones like Hawaiian flowers. There are also stripe effects and animal prints. Detailing includes Hom logos and printed waist bands.

  NOSTALGIA is stalking the catwalks this season and Hom is taking it to the beach with its updated one-piece swimsuits.

  Hom calls the suits 'grandad style' because the length of the legs is to mid-thigh, although the wrestler-style cut means they are unlikely to be sported by the older generation.

  'It is a nostalgic design with shoulder bands,' said Armand Ghieuw, regional marketing manager.

  'The main feature this time is we are showing a lot more upper body, so it is much more sexy. You really need to have an athletic body to look good in it.'   The one-piece swimsuits feature ribbed fabric and come both in solid colours and in a variety of striking two-tone styles and patterns, including Hom's signature black-and-white which is ahead of the trend this season.

  'The one-piece suits are our most avant-garde and, while they are a popular item, the volume comes from the bikini,' Mr Ghieuw said, adding that, in Hong Kong, this was more popular than boxer shorts.

  Bikini styles come in all colours.

   'This year, we are putting a lot of emphasis on prints, especially floral prints like Hawaiian flowers,' he said.

  There are also stripe effects and animal prints.

   Detailing includes Hom logos, printed waist bands, fashionable zip fasteners, braces and outside drawstrings.

  'We are going back to the traditional Lycra as our main fabric,' he said.

    'Last year, we experimented with 100 per cent cotton fabrics, which is highly unusual for swimwear but the colours were much more muted.'   Although the cotton swimwear did well in Europe, it did not take off in Asia.

   'Our Asian customers are not used to wearing cotton fabrics for swimming; I think it is a psychological thing. They think the colours will fade and the feel is different,' he said.

  Hom's spring and summer collection also offers a variety of other beach and casual wear.

   'This summer, to match our beach wear, we have what we call fantasy tops,' Mr Ghieuw said.

   'This is a T-shirt series made of high-quality combed cotton and featuring psychedelic prints that go back to the days of Woodstock, with different motifs.'   Another highlight from Hom is its range of vividly printed casual shirts made of viscose or cotton, in which the signature black-and-white again has a strong presence, for example, in a stylised vine print.

  The shirts come with both short and long sleeves, and drop shoulders and stand-up collars feature extensively.

  'But, this year, we are slowly moving from print into embroidered designs because that is the trend for the future,' Mr Ghieuw said, adding that next season it would be seen on richer, thicker fabrics.

  As well as subtle embroidery, there is piping in contrasting colours, or other details such as white blanket stitching around the collar and shoulder seams of a black shirt.

  Zips are much in evidence, serving both functional and decorative purposes. Double lines of zips appear down the front of some shirts, while others adorn breast pockets.

  Plain, striped or patterned polo shirts, textured cotton knits with collars or round necks, fly-button washed or stone-washed cotton/linen mix jeans and trousers and jackets round out the new Hom collection.

  To celebrate the opening of its large Pacific Place shop, Hom will be giving away a beach towel and sandals worth $400 with every purchase of $1,350 or more made before the end of May.

  Both the towel and the sandals will feature Hom's classic black and white combination, with the Hom logo.

   The comfortable black-based sandals have patterned straps, while the soft towel has a black-and-white border.



Hom's one-piece swimsuit for man with athletic body