Starting in Spring/Summer 2025, a new soft luxury swimwear brand will hit the market.
The brand name “Venuja” comes from Venus, a planet in our solar system that is covered in thick sulfurous clouds that reflect sunlight and create a vibrant aura around it that is a pale yellow, creamy caramel, and pale indigo blue.
Owner and CEO Paola Zoli was inspired by the planet’s ethereal glow and founded the brand in February 2024 to recreate similar effects and hues through a collection of swimwear and clothing that can be worn day or night.
After several years working at the Italian lingerie and apparel group Calzedonia, Zoli and her colleagues and friends Chiara Da Ronci and Virginia Spadini joined forces to work on the brand, combining their vision and expertise.
Photo: Morelli Brothers
Venuja
Zoli shared her experience as Head of Style, Chiara Da Ronchi as the brand’s Women’s Wear Manager and Virginia Spadini as the Swimwear and Lingerie Manager. Having worked for different brands, they each had a 360° view of the fashion market, from marketing to visuals to retail.
Thus, they founded Venuja, a soft luxury brand with a focus on fashion-forward swimwear designed for (real-life) goddesses, as the name suggests.
“We created Venuja to celebrate the innate radiance of women and empower women to shine every moment of the day, from sunlight to moonlight, and be the superstar they are every day,” explains Zoli.
The focus of the collection is beachwear, expressed in total looks that can be worn on the beach as well as for party wear.Precise details like studs, crystals, western-style embroidery, accessories and trimmings complete each piece from the brand.
Venuja was founded and is based in Milan, but draws inspiration from the Los Angeles landscape, architecture, dynamic downtown vibe and the city’s unique light that lasts from dawn until dusk.
The brand’s first release will hit the market in Spring/Summer 2025 alongside the debut of its e-commerce website, a collection dubbed “Where the Sun Never Sets” that will offer seven themes and approximately 50 SKUs.
The brand hopes to sell its products through its e-commerce and selected multi-brand stores in Europe, the UK and the US throughout the year, alternating between main and capsule collections, with prices ranging from around €150 to €500 for its most elaborate pieces.
The collection is produced by specialized external suppliers adhering to ISO-certified sustainable processes.
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