"There is a real market for modesty in swimwear."
That's the message from Camden entrepreneur Julianne Bobanovic who has launched a new range of swim costumes for men and women.
The swimwear line, Plivati, has been unveiled and is a vintage throwback to the 1970s with some modern flair.
Plivati's pieces include two-piece swimmers with a high waist look, a long-sleeved one-piece costume and sarongs.
Ms Bobanovic said the brand aimed to make the process of purchasing swimwear easier for women of all ages and backgrounds.
"It's not a skimpy bikini range and my fabric is made from premium quality," she said.
"The vintage look of my swimwear is intended and the high waist look is coming back in [to fashion].
"Women can feel comfortable and actually be able to swim in them."
Ms Bobanovic said her swimwear featured a Mediterranean feel, which was inspired by her husband Steve's heritage.
The world Plivati means swim in Croatian.
"We want people to put on our swimwear and feel like they're on a holiday in Croatia and Greece, enjoying a glass of wine or some grapes," she said.
Ms Bobanovic has more than 20 years of corporate world experience.
However, the mother-of-two said it was the first time she had launched a swimwear company.
"My background is in property management and marketing in retail. I was also a former in-house model for Tiffany and Co," Ms Bobanovic said.
"My husband and I talked about launching an online business last year. This [opportunity] all really fell into place by January."
Ms Bobanovic said Plivati had received a positive reception since launching this week.
"I've had feedback from women aged 18 up to 60," she said. "It's pretty exciting."
The Plivati swimwear range can now be viewed online. All items are delivered in a reusable wet bag.
Two dollars from every swimwear sale will be donated to the Miracle Babies Foundation, which supports premature and sick newborns.