This article explores the journey of Krahs Swimwear from its inception under Theresa Mingus through its rebranding as La'Mariette with Selena Gomez's collaboration. It highlights challenges faced by the brand, its current offerings in inclusive swimwear, marketing strategies employed by La'Mariette, historical context surrounding women's swimwear evolution, customer experience enhancements, and future directions beyond swimwear while emphasizing adaptability in the fashion industry.