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Seafolly Pty Ltd

Institution: Seafolly Pty Ltd
Seafolly has been at the centre of Australian beach style since 1975, and is one of the world's most recognised swimwear and beach lifestyle brands. Genelle Walkom joined Seafolly in 1983, developing a casual weekend wear range before moving to gym wear at the height of the eighties aerobics craze. Seafolly was the first company in Australia to design and produce gym wear and Genelle's designs earned Seafolly two Australian Fashion Awards (FIA).

Following this success, Genelle progressed to swimwear and quickly stamped her mark on the Seafolly brand. Since then Genelle has been instrumental to the success of Seafolly and today her swimwear is worn by millions of women all over the world.

In her role as Head Designer, Genelle is involved in every element of the design process, from developing concepts, to working with graphic artists to create the latest fashion forward prints and fabrications, all of which are unique to Seafolly and most importantly inspired by the Australian lifestyle. The style and fit of each swimsuit is also crucial and Genelle works closely with the pattern makers to ensure a perfect fit for every 'body' is achieved.

Genelle believes that the key to designing great swimwear is to fuse Austalia's love of the beach with international fashion trends, but more importantly understanding the customer needs is paramount.