Photograph by Kevin A. Roberts
When St. Louis native Lori Coulter was getting her MBA at Washington University’s Olin Business School, she went home one winter break and learned that her mother was having trouble finding a swimsuit for her annual trip to Naples, Fla. “If we could just make a swimsuit that fits, we’d have a gold mine,” Coulter recalls her saying.
A few years later, Coulter founded her eponymous line of made-to-order swimwear (314-727-9879, loricoulter.com). “We wanted to take the drama out of swimwear shopping,” she says. Instead of trying on countless suits, women step into a digital body scanner that takes precise measurements. A trained consultant then helps the customer pick out a flattering suit, which is custom-made in about two weeks.
While Coulter’s line has received praise from national outlets like the Today show and Popular Mechanics, the TrueMeasure body scan is only available at the Macy’s in Chesterfield from May 15 through July and at select events across the county. So to reach more women, Coulter recently partnered with St. Louis–based Soft Surroundings (33 The Boulevard–St. Louis, 314-262-4949, softsurroundings.com). “I’ve known of Soft Surroundings for a while and talked with their founders at different times,” says Coulter. “The timing just happened to be right this year.”
Though the Lori Coulter swimsuits at Soft Surroundings are ready-to-wear, the designer promises the fit still has a custom feel. “Everything is designed with the customer’s body shape and fit in mind,” she says. “We really have, since we started, developed a wealth of knowledge in regards to fit.”
The new line channels the sunbathing beauties of yesteryear (there’s even a Marilyn suit), with retro-inspired ruffles, shirring, seductive necklines, and bold color blocks. The suits—which range from $64.95 for a bikini bottom to $148.95 for a full suit—come in black, white, navy blue, and jewel tones (fuchsia, teal, and red). The designs are also meant to flatter, with options including tummy-control bottoms, push-up bra cups, and chlorine-resistant fabric.
“I hear, ‘I need to lose weight before I buy a swimsuit’ a lot,” says Coulter. “But I like to tell women that they do not have to earn a swimsuit; they deserve to feel great and look beautiful, no matter what.”
