Pictured above: Models Jen (left) in the Long Dress—Stone Blue and Jessica (right) in the Asymmetric Dress and Palazzo Pant—Sea Marble.
How Sarah Blaser of is engineering a new era of inclusivity
Story by Kyle Marie McMahon | Photos by Jessica Bratton | Styled by Sofia Lujan | Hair + Makeup by Sam Gay | Jewelry by Kendra Kist | Shoes + Handbags courtesy of Rangoni Firenze
We’ve all been there: standing in a fluorescent-lit dressing room, wrestling with a swimsuit that feels like it was designed for someone else—or at least for a version of ourselves that existed two decades ago. For far too long, the swimwear industry has operated on a binary that feels increasingly outdated: you either squeeze into a trend-focused “lingerie‑esque” bikini or settle for a silhouette that prioritizes utility over style.
Enter Sarah Blaser. A designer with a decade of experience in the high-stakes world of NYC technical sportswear and six patents to her name, Blaser isn’t just making clothes; she’s engineering solutions. After watching her mother struggle to find a suit that honored her changing body during the pandemic, Blaser traded the New York fashion machine for a studio in Raleigh to launch Serotone Swim.
Named after the “feel-good” chemical serotonin, the brand is built on the belief that when we feel supported—literally and figuratively—our entire presence changes. From her innovative “water-to-table” mesh designs that transition seamlessly from the pool to a social setting, to a modular approach that accounts for the real-life fluctuations of perimenopause and motherhood, Blaser is challenging the “thin ideal” with every stitch.
In this profile, we sit down with the inventor-turned-entrepreneur to discuss the technical edge that sets her apart from fast fashion, the power of a mother-daughter partnership, and why she’s on a mission to turn swimwear into a platform for women’s health and radical self-love.
The Origin & Inspiration
With a decade of experience in technical sportswear and intimates in NYC—and holding six patents—how does that rigorous technical background give Serotone an edge over traditional fast-fashion brands?
The companies I worked for previously were purpose-driven, always trying to solve a need. This meant constantly thinking outside the box and challenging what is considered the norm. Prioritizing function. Fast fashion is primarily profit/speed-to-market focused—a model that will never allow space for true innovation. Even “designer” fashion does not always consider function. The pieces may be unique and beautiful, but are either trend-focused or more art than something for the average person.
You transitioned from designing for high-level athletes to everyday women. How has your definition of a successful design evolved through that transition?
With athletes, yes, the purpose and needs are completely different, but because my work would directly affect their performance, it trained me to work to truly understand their needs. I use that same approach with Serotone Swim, so success is fulfilling those needs as best I can.
The name “Serotone” is a play on serotonin, the feel-good chemical. How does that biological concept translate into the way a woman feels when she puts on one of your suits?
I think there is a fundamental change that happens in our brains when we feel good in our clothing. We walk taller, feel lighter, and are more present. Our suits are engineered to inspire that change.
What prompted your move from the New York fashion world back to Raleigh, and how has the North Carolina community influenced your brand’s growth?
I wanted to work closely with my mother on the collection. She vets and trials all of my designs before we proceed to production.
Your mother, Donna, has been a key part of this journey, even helping you in the studio. How has building this business together changed your relationship?
Living with Mom during the pandemic gave us the opportunity to redefine our relationship from parent-child to peers, which allowed us to become much closer. Now that we are working together, we are certainly learning more about each other—good and bad. I think it helps us understand one another even more.
Advocacy & The Menopause Gap
Women often feel they have to squeeze into traditional suits. How is Serotone Swim giving women permission to stop apologizing for their bodies?
I think we have this narrative that we need to fit whatever the industry is offering us, but that’s so not true. Most people don’t look great in low-rise jeans, yet for all of the early 2000s we were showing plumber’s cracks because it seemed like the only option available to us. Trends are BS! Swimwear happened to evolve into this lingerie-esque (no judgment) product category because tanning all of a sudden became fashionable. That’s great for people who want that, but for the rest of us, by continuing to buy things that aren’t quite what we want, or are just “good enough,” we’re signaling to the industry that this is okay. That they don’t have to put in the effort (money) to consider our needs. At Serotone Swim, we don’t want you to feel like you have to fit the mold. We want you to ask for—demand—what you need.
Body changes during perimenopause and menopause involve skin sensitivity and temperature shifts. How do your fabric choices (like smoothing warp‑knit nylon) specifically address these concerns?
Our nylon fabric’s warp knit structure allows the fabric to stretch and form to the body without digging into every fold and crevice. A lot of swimwear is made from circular knits, which is what it sounds like: a circular tube. This makes the fabric want to squeeze into the narrowest places, and shows more lumps and bumps. We line all of our swim pieces with power mesh rather than traditional lining, so you dry quicker and have more breathability and better stretch recovery. All of our products are designed so there are no narrow elastics or straps that will start to dig in and feel painful over time.
In a world where fashion is swinging back toward ultra-thin ideals, how do you keep your brand’s message focused on personal truth over external validation?
The industry may be swinging back, but the inclusivity movement is still going strong among independent brands. We see consumers’ outrage and use it as our North Star. As I mentioned, we are not about trends; we are about solutions. Following an industry that does not have the same values is pointless.
Future Plans & Vision
As you move beyond the limited preorder collection, what is your vision for the next three to five years of Serotone Swim?
I want Serotone Swim to be a platform for women’s health. It is so under-researched, and I think every woman has a “what’s happening to my body” story that could have gone a different way had the science been there. That’s why I want to partner with different women’s health research funds and also include a women’s health component to all of our events. The more we talk about our experiences, the healthier we can be. We are actively seeking women who want to share their stories with us.
What advice would you give to other women in the Triangle who see a problem in the market but are hesitant to engineer their own solution?
Just do it! We need more women like you—change makers—that want to make a real impact. A lot of people told me before I started this brand that it’s not going to be scalable, that there’s no money in it, or “it’s too niche.” Ignore them. Do your research, make an excellent product, and run with it.
When a woman wears a Serotone suit on her first vacation in years, what is the one emotion you hope she feels when she looks in the mirror?
Self-love—a quiet, radiant confidence and sense of ease in her own body.
Be sure to visit serotoneswim.com to view the full collections.
Midtown thanks Maeve in downtown Raleigh for the use of their beautiful rooftop pool to shoot this feature. Visit them at maeveraleigh.com.
