Summer is upon us and we’re dreaming of sandy feet and salty hair. Here are some hot-potato swimwear brands we’re lusting over.
High street hero Weekday renowned for the cool and affordable denim, hipster accessories and those limited edition Zeitgeist t.shirts (that are just £12) gave 25 women complete creative control to shoot the sort of images they wanted to see in a swimwear shop. The result? A nuanced campaign that is honest, real and beautiful.
‘We want to engage women to take control and reflect how the female body is portrayed in media.’
– Nadine Schmidt, Head of Marketing at Weekday.
The sport-inspired swim styles created by women for women celebrate the diversity of women’s bodies. It’s figure flattering, perfect for mix ‘n’ matching, it’s sustainable and available in an array of complementary tones and cuts.
‘As a fashion brand, we feel that it is our responsibility to present an accurate portrayal of women. We hope this campaign gives women the power and opportunity to tell their truth and depict their body the way they want.’
– Nadine Schmidt.
Going strong since it launched onto the scene in 2012, this U.S. brand can be relied on for effortlessly cool retro styles that are classic, and head-turning-ly flattering. Solid and striped swimsuits + denim cutoffs = all you need this summer.
Originally established in the ‘80s, Hunza G became famous for that cutout mini dress Julia Roberts wore in Pretty Woman. Relaunched thirty whole years later this London based label makes lust-worthy swimwear in figure-hugging seersucker fabric, which looks smoking.
This Brazilian swimwear brand is a favourite of Bella Hadid’s. Made from highly sustainable Fluity-(CO2)®. (Normal material degrades in a landfill after 30-years, this stuff degrades in under 3) the new Cape Town collection combines unique detailing and bum bearing cuts. If you’ve got it, flaunt it.
Pronounced BUM ~ BA, this Aussie brand also takes inspiration from the 80s, (yes, we have a thing for retro-inspired swimwear in all its high rise glory). Bamba’s design ethic? To celebrate a generation of empowered women who showcased the true meaning of comfort in their own skin. Hear, hear.
This isn’t the first time we’ve waxed lyrical about Copenhagen-based label Ganni and it won’t be the last. A fashion insider’s go-to label, creative director Ditte Reffstrup and her husband, CEO Nicolaj Reffstrup, pride themselves on a strong Scandi aesthetic that doesn’t bend to fad trends. Want to know what the most sought-after dress/swimsuit/pyjama style top of the moment is? Chances are it’s probably by Ganni.
The Aussie girl’s know how to do swimwear, fact. FELLA is beautifully simplistic, sophisticated, luxurious, standout and functional, the choice of cuts and the easy mix and match potential is totally unique, check them out immediately, you won’t be disappointed.
Dawn Peterson, a Hawaiian-born surfer, and former model started her swimwear brand at her dining room table with a sewing machine that her grandparents gave her, and now the label is stocked at Matches fashion. Expect feminine pieces, delicate ruffle details, elegant cuts, and a soft palette.