Forbes.com 06.04.07
Sitting in the sand, a cost-free affair?
Not this summer.
If you're seeking a sophisticated look, get ready to shell out some serious cash.
"That's what this summer is all about," says Hayson Hahn, creative director of Fast Forward Trending, a fashion forecasting company based in New York. "From Los Angeles to Miami to the Hamptons beach wear is all about looking … coordinated from head to toe."
Even towels matter. Luxury retailer Frette reports that $700 beach towels are selling briskly in markets that aren't exactly Cannes, like Missisippi, Georgia and Arizona.
"One customer alone," says Cecilia Pagkalinawan, director of Web & e-commerce at Frette, "bought 50 of our largest size, just to make pillows for their yacht."