Perhaps there is nothing unusual in men visiting Mercedes' showrooms, looking at the various models and visually caressing the stylish sports cars. Yesterday morning, however, there were more such men than usual: The showroom also hosted the swimwear show for Gideon Oberson.

"Cooperation between Mercedes and Gideon Oberson is only natural," says Mercedes Israel CEO Avi Zur. "These are brands whose purchase is driven by emotions, whose design and detail are paramount, and which strive for harmony and perfection."

As if to illustrate this point, the swimwear models entered the hall one after the other, to a soundtrack of a car being started and then driven away. Models wearing black swimsuits with silver details and sporting the Mercedes logo on their chests or backs relaxed against two black sports cars (SL600 and SLK). Even if these were not a gimmick, the swimsuits' complex designs display Oberson's technical abilities and his sharp mind.

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"A swimsuit collection is a difficult project," says Oberson. "Year after year we have to create something new using triangles and form-fitting shapes. There are actually three models that sell, and each year I try to seek a new direction, to speak in a richer language."

The black swimsuits imprinted with the logos were followed by a flood of flowering blossoms: Models in white swimsuits emblazoned with huge orange flowered prints, in a sunny summery look. Matching wide, knee-length shorts with elasticized waistbands complemented the look for spring and signaled a burst of color.

"This is a happy collection," continues Oberson. "The colors are simple, conveying comfort and femininity. There are no appliques, no intense paintings by Chagall or Matisse."

The show featured swimsuits made of plain fabrics in orange, fuchsia, red and peach, some with flattering asymmetrical vertical stripes in orange, pink, green and yellow, or accented by colored macrame strings. Some of these were white with colorful ethnic flower prints. Others had prints combining the colors of blue, yellow, purple and white.

The more classic swimsuits were not missing either, and included combinations of black and white, and black and cream. There was one set of black designs with a flower print resembling hand-embroidery, worn with a sleeved and collared loose linen blouse bearing the same print. Snake, leopard and zebra prints were also seen on the walkway.

Two particularly attractive designs featured green Lycra threads reminiscent of seaweed, worn with flowered organza mesh skirts. The show displayed quite a range of designs, suitable for different body types, including high-cut boxer shorts and strapless tops inspired by the 1950s and '60s, strapless one-piece swimsuits, swimsuits with low-cut backs, with or without collars, triangle bikinis, classic Brazilian bikinis and very low-cut bikinis. There was even a turtleneck swimsuit.

"I don't intend for women to wear a turtleneck to the beach, but I made it anyway, to create a balance with the rest of the swimsuit, to strengthen a certain cut in the tummy area," Oberson said. At the end of the show there was a display of swimsuits from the designer's private collection, manufactured in limited editions and with more minimalist lines - in black and white only, with matching pareo and tunic. One of the designs included hand-sewn shell buttons on the tunic and swimsuit.

The collection is available at Oberson's Studio, 36 Gordon Street, Tel Aviv, and in swimwear stores. Prices: Swimsuits - NIS 470-560; Beachwear - NIS 360-600. Private collection: Swimsuits - NIS 586-698; Beachwear - NIS 448-748.