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  Photo courtesy of Amuse Society

Amuse Society, the new women’s brand from Mandy Fry and Summer Rapp in partnership with Paul Naude, launches its first collection at Agenda this week.

We asked Mandy and Summer a few questions about the launch and about the key pieces of the line.

Here’s a link to Amuse’s first brand video that highlights the Spring ’15 collection.

What categories is Amuse starting with?

Summer Rapp and Mandy Fry: We are highlighting swimwear, neoprene and all categories of apparel for Spring 2015.  There are some amazing surprises in both the swim and neoprene design that we are confident will generate some noise, so we are both very excited for that!

As far as apparel goes, we stuck to the look that would best personify our vision of this rock muse on a beach holiday… effortless pieces that are chic and unexpected.

What do you think will be a few key pieces for Spring ’15?

Summer and Mandy: We have designed a variety of beach pants that are not your stereotypical basics. They are unique and really easy to wear, on and off the beach. These pants, along with our sexy rompers, and a collection of cotton/linen “beach knits,” will be just a few of the key items for Spring ‘15.

Have you shown the line to any retailers yet? If so, what has been the response?

Summer and Mandy: We have had the benefit of pre-lining with some key accounts, both in fashion and surf, and the response has been overwhelmingly positive so far.

What has it been like getting the new line and everything else ready for Agenda, the brand’s first trade show?

Summer and Mandy: It has been a very busy few months for everyone at Amuse. It’s been an amazing experience designing our various trade show booths, working on the design of our catalog, creating our brand video and determining the roll out of our vibe imagery on social media. Needless to say, we are eager to unveil all of our brand assets – one step at a time.

Any big plans for the upcoming Miami Swim show?

Summer and Mandy: Yes, we are hosting a collaborative cocktail party for retailers at the Soho House.  We will also unveil an art installation that makes up the entrance to our booth, which was handmade by one of our first Society girls.

Stay tuned for details on who she is, what her background is and what makes her so damn compelling to our brand!! It goes without saying but her “craft” has really contributed to the uniqueness of our brand launch, so, for that, we thank you!