Ester Milano - RESET PRIORITY

15 July 2016

Turin-born Ester Milano grew up surrounded by the kindness of a dressmaker with memories of her grandmother’s couture sewing atelier.

After a rich academic journey, which led her to study in both France and Taiwan, followed by a Master’s degree in Business Administration and Marketing from The Faculty of Business and Economics at the University of Turin, Ester decided to pack her bags for Barcelona in 2010, where she followed a course in design at the renowned Felicidad Duce design school.

She started her professional career in a well-known multinational company, but her fervent passion for fashion quickly led her to reconnect with her first love that, for such a long time, she had put to one side. In 2013, she dived into the world of swimwear and conceived the “Reset Priority” brand and her very first capsule collection of swimsuits, creating a buzz in Spain in several high-end boutiques as of spring 2014. That same year, Reset Priority made a name for itself at the Swimshow trade show in Miami, opening doors on the American market through initiating collaborations with local swim boutiques and online stores. Thanks to the designer’s personal and young approach to fashion, Reset Priority offers a contemporary and stylish wardrobe of swimwear pieces: designed in Barcelona but made in Italy, the collections span from swimsuits to ready-to-wear for the beach.

Through the seasons, the brand’s style is both shaped and defined to form what are now 10 lines that make up the S/S16, mixing fashion with verve, technicality, creativity and innovation. The collection consists of both one-piece and two-piece swimsuits in original designs – sometimes even daring sports-inspired styles with mesh inserts – available in a palette of chic solid colors and exclusive prints designed by Ester herself. The choice in fabrics goes beyond traditional lycra used for swimwear: ultra-thin metallic neoprene (0,3mm), light mesh, and a newly developed velvet with SPF 50+ protection that elegantly intertwines with transparencies – to name just a few examples. Her range is complemented with a selection of pants, tops, playsuits, short and long dresses in either cotton or polyester and viscose crepe.