"I think the 40 plus market is completely disregarded in fashion," she said. "Especially nowadays it's fast fashion, so they're just designing for 20-year-olds, and people who are thin and easy to design for."
Blaser's inspiration for her Raleigh-based company Serotone Swim came during the pandemic when she moved in with her mom and witnessed her struggles firsthand.
"She was going through menopause, all the body changes, and she was extremely uncomfortable," Blaser said. "My mom is the type of woman who will drop any amount of money on a swimsuit if it's comfortable and gives her the right support... She was just completely not happy. It became incredibly clear that swimwear does not accommodate the beautifully diverse and ever-changing bodies of women."
With a background in textiles and product development, Blaser created a swimsuit for her mom's birthday -- a mesh top that can be wrapped multiple ways paired with a supportive bra-top. This evolved into a collection of 12 pieces, drawing from her expertise working in New York.
Serotone Swim launched last June at Miami Swim Week, offering made-to-order designs crafted in Blaser's studio.
"It's been such a cool experience. My mom helps me cut things out. It's been a great bonding experience for us, as well," she said.
Her brand is making waves by helping women like her mom find swimwear that fits their needs.
"Tops, bottoms, one pieces, cover-ups -- they're all customizable and all the pieces take you from water to table," Sarah said.
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