9 New Swimwear Brands to Rock This Summer
It’s never too late to embrace the summer season. If you still haven’t found that perfect swimsuit to rock in the hotter months ahead, let these recently launched swimwear brands inspire you.
Created by one of Sports Illustrated’s first ever #SISwimSearch finalists, Allie Ayers launching Bissy Swim seemed like a natural progression for the model who considers herself “mid-size.” Her collection, which launched in 2018, aims to flatter curves—not hide them—and includes styles that work for all shapes and sizes.
Built back in 2016 on the idea of blurring the lines between activewear, lingerie, and swim, Lively is an intimates brand that’s created a cult following of busy, career-driven women. They even coined the term “leisurée” to describe their aesthetic of undergarments that can translate to activities outside the bedroom. Now, the young company has officially entered the swim category with a new collection of bikinis and one-piece suits that are affordable and can easily be mixed and matched.
J. Crew Playa
While everyone’s favorite preppy brand certainly isn't a newbie in the swimwear space (they launched swim back in 1989!), J.Crew recently launched a more millennial-targeted brand that will live separately from the rest of its resort offerings. Meet J.Crew Playa, a lower-price collection that promises slightly sexier cuts as well as playful prints and colors—keeping with the classic J.Crew stamp of approval.
You may have missed the chance to wear this beautiful line last summer (it only launched in Fall 2017), but don't not pass up another chance this time around. Juillet’s to-die-for feminine pieces are all made in Bali, a destination synonymous with life lived at the beach. We’re swooning over their site's campaign section, which features travel inspiration from stunning locales like Jervis Bay, Australia and Sicily.
Our go-to boutique before every tropical trip, Everything But Water has officially made dreams come true with a line of their very own in-house swimwear, launched this past May. Drawing from 30+ years of expertise in the swimwear space, they've created a timeless, modern collection of simple styles in four solid colors made from premium Italian fabrics.
Tropic Of C
If you haven’t already heard the name Candice Swanepoel, you’ve undoubtedly seen her face plastered on high fashion billboards, on the runway for the Victoria’s Secret fashion show, or in perfume ads on TV. The stunning model has finally taken advantage of her swimsuit expertise and launched her own line under the name Tropic of C. The styles are a mix of sexy classics and sporty pieces all modeled by the perfectly toned creator herself.
Atoll Swim was officially launched back in September 2017 by California native Lauren Dillon, who took inspiration from her love of the ocean and time spent on the marketing and business management side of the surf industry. The brand's design aesthetic is all about functionality and simplicity: each style does away with unnecessary details like seams, ties, or hardware. The best part? The sustainable fabric used for each suit is resistant to sunscreen and oil, so you can worry-free next time you hit the sand.
Les Girl Les Boys
Les Girl Les Boys founder (and Agent Provocateur co-founding alum) Serena Rees knows a thing or two about growing a brand—and making a woman feel sexy. Her latest intimates project, however, takes a different approach to flattering the female figure thanks to approachable silhouettes. The brand’s latest endeavor, swimwear, will naturally follow suit (no pun intended).
In a time when social media feeds are overrun by surgically enhanced models in barely-there bikinis, new label Ookioh is bringing a fresh approach to the current state of the swimwear industry. Launched this past spring, the brand has a modern yet nostalgic aesthetic, and with an Instagram feed worthy of a pop-art gallery. As for the suits? We can definitely see their bikinis making appearances on some of our future trips to the Hamptons or Palm Springs.
-Michelle is the travel writer, photographer and wanderer behind the site Livelikeitstheweekend.com. She has spent the last two years on the road working from a laptop and exploring some of the most beautiful places around the globe. You can see her travel highlights over on her Instagram @Livelikeitsthewknd
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