In The Studio with Away That Day
How Ingemae Kotze transformed her perpetual wanderlust into one of Liberty’s most-coveted swimwear brands
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In The Studio with Away That Day
How Ingemae Kotze transformed her perpetual wanderlust into one of Liberty’s most-coveted swimwear brands
It might seem unlikely that your dream holiday wardrobe begins in the whirring streets and endless concrete of Clerkenwell, rather than amidst sun-bleached promenades or salt-stung shores. Nevertheless, that's exactly where you’ll find the headquarters of contemporary swimwear brand Away That Day.
Tucked away in a reworked artisan workshop, its light-filled studio is about as close to the Mediterranean as it gets in London. Rails of expertly cut swim and beachwear in a palette of rich, lustrous hues are hung beneath pictures of bluer-than-blue waters and faraway climes, bringing the holiday mood of the brand directly into this inconspicuous slice of East London.
Born in Cape Town, founder and creative director Ingemae Kotze spent her formative years on white-sand beaches under the South African sun. Though she later moved to England, her penchant for chasing the sun endured. Drawing on a career spent both in front of the mirror as a dancer and behind the camera as a stylist, coupled with an insatiable wanderlust, Kotze launched Away That Day in 2019: a swimwear collection consciously designed to help women feel confident and comfortable in their own skin.
With a cult following of devoted admirers and a distinctly chic, old-Hollywood-inflected aesthetic, Away That Day has garnered a well-deserved reputation for impeccable fits and enduring style. As the brand’s new collection makes its debut at Liberty, Kotze opened the door to her London studio, sharing a glimpse into her world, where the sun always shines.
What initially drew you to swimwear?
Swimwear is fun. It represents summer and being on holiday - it represents freedom. Where I am my happiest is in a bikini on the beach in the sun. I love how you can dress it up, you can dress it down It's the category that I've always been most passionate about.
The name Away That Day is so illustrative - how did you come up with that?
The name "Away That Day" came from when I was, just before I started the brand actually, travelling a lot. I wanted to explore the world. More often than not, when my boss at the time would ask me, "Inge, can you work this shift?" for example, I would say, "I'm really sorry, but I'm away that day." It kind of became this ongoing joke where he would call me "the Away That Day girl." So that's what I called the brand! It represents freedom and travel, which I love.
How has your background as a stylist and dancer influenced your approach to designing swimwear?
For me, it came from experiencing firsthand - as a dancer, but especially as a stylist - what truly uplifted people and made them feel their best. I could see how putting on an outfit could make myself or a client feel instantly confident, or the opposite, and that made me want to design pieces that help people feel really good in their own skin. Swimwear is always the category where it’s a particularly obvious hit or miss when someone put it on. Essentially, you're half naked when you're wearing swimwear, so the quality and fit are so important.
Did you always know you wanted to work in fashion – and eventually build your own brand?
I always knew I wanted to work in fashion, whether that was in visual merchandising, styling, or design. I knew I wanted to do something creative. For me, starting Away That Day felt like a natural progression. Being able to build a business while also serving as its creative director is such a privilege, as it allows me to combine my entrepreneurial ambitions with my passion for creativity.
Walk us through your design process – where does a new collection begin?
It all begins with collaboration. I sit down with my designer and product developer, and we start sharing ideas. I'll often bring sketches to the table, along with a colour palette, print, or reference that has inspired me, and from there we begin refining concepts and exploring different directions. Once we've developed the designs, we move into the sampling stage. Our sketches are transformed into patterns and then into physical samples, which is always an exciting moment. The next step is fitting, where we get to see those initial ideas come to life for the first time. There's something incredibly special about watching a sketch become a real product. From there, we focus on perfecting the fit and refining every detail. We're very selective about which pieces make the final collection, ensuring each one meets our standards for both design and wearability.
What does a typical day look like in your studio?
I love being here in the studio and office because it's where the team comes together. It's where we collaborate, share ideas, and bring projects to life. This really is where the magic happens. That said, no two days look exactly the same - I might be on a photoshoot, in meetings, travelling, or on location for a campaign shoot, so there's a lot of variety in my schedule. I do love working alongside the team and being part of the creative energy that drives the brand forward.
You’re obviously someone who loves to travel – are there any places that you find particularly inspiring?
I absolutely love Italy. There's something about it that I find endlessly inspiring. I love the coffee, the vibrant culture, the bold colours, and, of course, the incredible blue water. It's actually where I draw a lot of inspiration for our collections. Italy also holds a special place in my heart because I got engaged in Sardinia, which made it even more memorable. We recently returned to Sardinia for a photoshoot for our new collection, and it was every bit as beautiful as I remembered. If there's one destination I'd recommend, it would definitely be Sardinia.
What can we expect from the upcoming collection?
I really wanted to embrace something bold, bright, and joyful. We're known for our timeless, neutral colour palette, but this season felt like the perfect opportunity to have a bit more fun with colour. It's playful, energetic, and captures the spirit of summer perfectly. At the same time, we'll always have our core collection of neutrals that our customers know and love. Those pieces remain at the heart of the brand, but for this season, I wanted to bring a fresh sense of optimism and energy to the collection through colour and print.
Why does Liberty feel like a fit for Away That Day?
I think Liberty is such a natural fit for Away That Day because of the care and attention they give to every product they showcase. When you walk into Liberty, everything feels thoughtfully curated and beautifully presented - it almost feels like walking through a gallery. That's something that really resonates with us as a brand. We put so much care into every product we create, from the design process through to the final details, so it's important that they're presented in an environment that reflects that level of craftsmanship and consideration. Our space within Liberty does exactly that, which is why this partnership feels so special. I'm incredibly grateful to be part of it.
Away That Day
Havana Cassis Crochet Mini Dress
Free UK Standard Delivery on all orders over £100! Delivered within 3-5 working days. Normally £5.95.
Free UK Standard Delivery on all orders over £100! Delivered within 3-5 working days. Normally £5.95.
Away That Day
Cannes Leopard Print Swimsuit
Free UK Standard Delivery on all orders over £100! Delivered within 3-5 working days. Normally £5.95.
Free UK Standard Delivery on all orders over £100! Delivered within 3-5 working days. Normally £5.95.
Away That Day
Cabo Verdi French Navy Bikini Top
Free UK Standard Delivery on all orders over £100! Delivered within 3-5 working days. Normally £5.95.
Free UK Standard Delivery on all orders over £100! Delivered within 3-5 working days. Normally £5.95.
Away That Day
Cabo Verdi French Navy Bikini Bottoms
Free UK Standard Delivery on all orders over £100! Delivered within 3-5 working days. Normally £5.95.
Free UK Standard Delivery on all orders over £100! Delivered within 3-5 working days. Normally £5.95.
Away That Day
St Tropez Leopard Print Dress
Free UK Standard Delivery on all orders over £100! Delivered within 3-5 working days. Normally £5.95.
Free UK Standard Delivery on all orders over £100! Delivered within 3-5 working days. Normally £5.95.
Away That Day
Cannes Black-Ivory Pyratex Swimsuit
Free UK Standard Delivery on all orders over £100! Delivered within 3-5 working days. Normally £5.95.
Free UK Standard Delivery on all orders over £100! Delivered within 3-5 working days. Normally £5.95.
Away That Day
Mozambique Espresso Maxi Dress
Free UK Standard Delivery on all orders over £100! Delivered within 3-5 working days. Normally £5.95.
Free UK Standard Delivery on all orders over £100! Delivered within 3-5 working days. Normally £5.95.
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