Inspired by actress and founder Salma Abu Deif’s journey to find bathing suits that tends to her demure style, newly launched swimwear brand Elma is a true labour of love.
It might be August already but the search for the perfect beachwear never ceases, and to that end actress Salma Abu Deif has taken to her social media mood boards to launch her new brand, Elma.
Upon closer inspection, we were able to deduce why the brand posits itself as “Your second skin.” The line - whilst still being drip fed onto our Instagram feeds - has taken to the seamless cuts of those Oysho undies we all know and love to curate bathing suits that feel like you’re literally wearing, uhm… well, we won’t say ‘nothing’. Not out loud at least.
Inspired by her own journey to find bathing suits that tends to her demure style whilst also lending itself favourably to varied body types, Elma is a true labour of love. Just at a glance, this dive into the open waters of local swimwear seems to fit right in the thriving Sahel scene.