Maxim magazine is launching a women's swimwear line

Maxim magazine is trying to move its brand image away from overt sexiness.

The editor in chief of Maxim magazine Kate Lanphear has teamed up with the Onis Design Group to produce a swimwear collection.

In line with the magazine's desire to adapt a more refined approach to their content, Maxim has been working on a women's swimwear line where the pieces are more focussed on fashion and storytelling than overt sexiness.

The line takes its inspiration from Brigitte Bardot, WWD reveals, and will be seen for the first time on the runway at the four-day Funkshion Miami Swim Week, South Beach (July 16-19). Key features will be fringe, crochet, paisley, seersucker and gingham.

Swimsuits -- including bikinis, one-pieces and coverups -- will go on sale for between $76 - $320.