Technically, the 2010 color of the year is Turquoise. That’s the decree made by Pantone, the global authority on color for both fashion and the home. But a store named Turquoise wouldn’t be nearly as alluring as one called Aqua. And according to Pantone’s unique color numbering and swatch system, the tones are pretty close. Aqua is the new name for a 13-store chain that opened its newest location on Ocean Boulevard in Siesta Key last month. The company also changed the name of existing stores like The Beach House on St. Armands Circle to Aqua Beachwear this year as part of a corporate rebranding program.
 

Color of the Year swatch from Pantone.

“Everyone’s 'got the blues' and if you don't have them, you need them,” said owner Mary Bauer, as she gave me a pre-opening tour of the store. “The color is popping up on the palette of so many top designers, and it's beautiful on this new 2011 Ralph Lauren bikini,” Mary explained.
 

Ralph Lauren Blue Dunk Dye bandeau top swimsuit for 2011.

Mary added that this particular suit embodies two other new swimwear trends in addition to the color. “Ombre effects or color transitioning—here going from light to dark—is so hot right now. And Bandeau bra-strapless tops mean no tan lines. That’s always popular, however this year it’s really in demand.” The Dunk Dye bandeau bra top ($81) and tunnel hip pant ($67) are from Ralph Lauren Blue (a label introduced for women in 2002 and similar in price point to Polo).

Mary Bauer in the new Aqua Beachwear store in Siesta Key Village.

Here’s Mary in the store right next to that Ralph Lauren number. And just for fun we pulled some photos from www.aquabeachwear.com that played into the Aqua/blue theme. I love the goddess look of this pale aqua asymmetrical suit by Carmen Marc Valvo ($163):
 

Goddess-style asymmetrical shoulder one-piece by Carmen Marc Valvo.

And Mary advocates V-neck plunge styles like the Hola Ombre plunge halter from La Blanca (now on sale at $92). As calculating as they are daring, V-neck styles bring the eye up and make the most of your top and the least of your bottom. “This design elongates your neck, flatters your bust line, and is visually slenderizing because of the vertical line,” she says.
 

Take the plunge with La Blanca's ombre V-neck halter.

And she should know. Don and Mary Bauer bought their first store, the 1300-foot Beach House Swimwear on Sanibel in May 1994, during their honeymoon! Apparently the couple was so in love with the island, they didn’t want to leave—ever. The chain has grown steadily, with stores in Florida, Arizona and the U.S. Virgin Islands. What’s more, they’ve perfected the art of selling swimsuits online and may soon be getting into franchising. Which gets us back to the name change. The Bauer’s decided to choose a fresh new name that would better reflect the swimwear company as they expand into other markets with their fashion-forward selection.

Mary says the name Aqua Beachwear is a better fit because of its soothing and relaxing association with the water, and it conveys the idea that shopping at the store will take the stress out of the swimsuit buying experience. But that’s also what Pantone says in its Color of the Year press release: “Turquoise [like Aqua] transports us to an exciting, tropical paradise while offering a sense of protection and healing in stressful times.” Sounds like Sarasota to me.
 

Pantone's inspiration -- could it be Sarasota?

Aqua Beachwear, 5131 Ocean Boulevard, Siesta Key Village (next door to the Village Café), (941) 346-0702.
Aqua Beachwear, 331 John Ringling Blvd., St. Armands Circle, Sarasota, (941) 388-1205.