20 Must-Know New Swimwear Brands Transforming Summer Style
Discover the latest swimwear labels making waves—from sustainable icons to bold trendsetters—in this comprehensive guide.
20 New Swimwear Brands You Need for Your Next Beach Getaway
The swimwear scene is booming with innovative labels, each offering something unique—from eco-friendly practices to exceptional fits and extravagant style. Whether you’re seeking recycled fabrics, inclusive sizing, or bold prints, this guide introduces the top 20 new swimwear brands making waves this season. Discover the must-know labels and the details that set them apart, so you can refresh your summer wardrobe with confidence and flair.
Table of Contents
- Hunza G
- Monday Swimwear
- Lounge
- Ôsalé
- Boux Avenue
- Away That Day
- Triangl
- Oséree
- Frankies Bikinis
- Bluebella
- Vuori
- SKIMS
- Reformation Swim
- Jaded Swim
- Seafolly
- Away That Day
- Tropic of C
- Andie
- COOL TM
- Stig P
Hunza G
Hunza G has rebounded as the darling of both celebrities and influencers since its relaunch. The brand is defined by its 1980s-inspired crinkle-texture fabric that offers a universally flattering fit—no matter your shape or size. Each one-size-fits-most piece is crafted to stretch and adapt, making swimwear shopping feel refreshingly effortless. Hunza G’s vibrant colors, classic cuts, and eco-conscious local manufacturing combine style and sustainability in equal measure.
- Signature crinkle-stretch fabric for comfort and fit
- Minimalist silhouettes and retro-inspired hues
- One-size-fits-most approach fosters inclusivity
- Produced in the UK with minimal waste processes
Monday Swimwear
Founded by social media stars Natasha Oakley and Devin Brugman, Monday Swimwear quickly established itself on the principles of body positivity and practical glamour. Each style is sized up to G-cup and designed to flatter a diverse range of curves, drawing from the founders’ real-life fit frustrations. With chic, neutral palettes, lush ribbed fabrics, and versatile tops, Monday Swimwear is the go-to for confident, laid-back beach lounging.
- Wide range of sizes including fuller bust options
- Earthy and classic colorways
- Uncompromising fit and support
- Discrete, elevated branding for timeless appeal
Lounge
Lounge has taken the comfort-first approach from their adored lingerie into their swim line, creating a summer collection that spotlights both fit and fashion. Expect figure-flattering cuts, intricate prints, and a celebration of the female silhouette in all its forms. Lounge’s blend of confidence-boosting bikinis, technical innovation, and feminine details results in a truly empowering lineup, including bold prints and curated beadwork for a dreamy, sun-kissed vibe.
- Boho-chic floral and tropical prints
- Range of supportive tops and underwired pieces
- Mix-and-match separates for customized looks
- Sizes designed to flatter and support
Ôsalé
Channeling the spirit of Ibiza, Ôsalé specializes in seasonless, bohemian swimwear designed to outlast fleeting trends. The brand’s founder infuses playful paisleys, animal prints, and artisanal gold accents into pieces that ooze laid-back Mediterranean glamour. Ôsalé offers uncomplicated, versatile silhouettes—think bandeaus and streamlined one-pieces—enriched with thoughtful detail, so each collection feels like a perennial classic.
- Boho-inspired prints with artisanal flourishes
- Seasonless styles meant for longevity
- Accessible, trend-resistant designs
Boux Avenue
Known for its sultry lingerie, Boux Avenue brings that same supportive ethos to its swimwear edit. Bikinis and one-pieces are offered both by dress and by cup size, ensuring a personalized and confident fit from XS to curves. Chic prints, flirty details, and substantial support—this is swimwear that always feels sexy and secure, ready for any pool party or vacation adventure.
- Both cup-size and dress-size options
- Range extends from 28A up to 38G in select styles
- Swim silhouettes echo Boux’s beloved lingerie
Away That Day
London-based Away That Day puts planet-first fashion at the heart of its swimwear ethos. Using cutting-edge, sustainable fabrics, the label has developed a reputation for ultra-flattering, contemporary bikinis and one-pieces. In addition, its recycling initiative transforms old swimsuits into new collection underlays—a circular approach that sets the brand apart. Everything is made for mix-and-match styling in playful colors, so you can build your signature set.
What others are reading
- All pieces made from planet-friendly fabrics
- Swimwear recycling initiative
- Under £100, mix-and-match design
Triangl
Famed for its Instagram-viral designs, Triangl originally made waves with neoprene bikinis lined with black piping—a technical, supportive innovation that reshaped swimwear trends. Today, Triangl offers retro-inspired balconette silhouettes, punchy vintage prints, and matching cover-up sets. Affordable, bold, and forever recognizable, Triangl is the origin of influencer swim style for a new generation.
- Signature neoprene materials in bold designs
- Sixties-infused shapes and modern classics
- Celebrity cult following
Oséree
Co-founded by Italian designers Isabella Cavalin and Janine Vinci, Oséree champions daring glamour with a hedonistic twist. Known for shimmering lurex fabrics, dramatic feather trims, and sparkly embellishments, the brand attracts fashion heavyweights, including Dua Lipa and Rihanna. Oséree’s collections run the gamut from dazzling one-pieces to barely-there bikinis, all exuding fearless luxury fit for any sun-soaked escape.
- Luxe, luminous textures
- Eye-catching metallics and embellishments
- Fashion-forward, party-ready aesthetic
Frankies Bikinis
With Malibu at its core, Frankies Bikinis masters playful, youthful silhouettes in delicious fabrics and shades. Designed by mother-daughter duo Mimi and Francesca Aiello, the brand brings Y2K nostalgia to the beach in ribbed textures, high-cut briefs, and vibrant colors. Frankies is no stranger to star-studded collaborations, having teamed up with icons like Pamela Anderson and Gigi Hadid, each collection more coveted than the last.
- Y2K-inspired aesthetics
- Frequent limited-edition celebrity collaborations
- Wide range of fun, daring colors
- Expanding ready-to-wear and accessories line
Bluebella
If you’re seeking both versatility and style, Bluebella nails the beach-to-bar brief. Sleek one-pieces, textured fabrics, and metallic touches let you transition effortlessly from poolside lounging to evening cocktails, all while keeping things super affordable. Bluebella’s modern cuts and luxury feel make it a practical yet chic addition to your suitcase.
- Textured, high-impact fabrics
- Luxe finishes and architectural silhouettes
- Accessible price point
Vuori
Renowned for activewear, Vuori applies its performance DNA to swim, designing pieces that stand up to real movement—whether you’re swimming laps, surfing, or just sunbathing. Quick-drying one-pieces, supportive tops, and swim shorts are cut from soft, durable materials, some with built-in UPF protection for extra sun safety. Vuori’s understated colors and sporty designs make it the top pick for active beachgoers.
- Performance and athletic-minded construction
- UPF protection in select styles
- Swim shorts and versatile coverage options
SKIMS
Kim Kardashian’s SKIMS is synonymous with boundary-breaking shapewear, and the swim collection channels that same inclusive, sculpting energy. From minimalist itty-bitty bikinis to more modest, supportive options, SKIMS covers every preference—all in a range of neutrals plus vibrant pops. Size inclusivity and streamlined fits make this a modern classic for confident sun worshippers of every stripe.
- Shape-enhancing, inclusive fit philosophy
- Wide shade range, from nude to neon
- Minimalist and bold signature looks
Reformation Swim
Reformation has redefined eco-chic with its latest swimwear lines, which now trial innovative plant-based fabrics like EVO (from castor seeds) that are 100% plastic-free. The timeless, vintage-inspired cuts reference classic sundresses, while fresh florals and earthy tones ensure the collection feels both modern and feminine. Sustainability meets sun-soaked romance in every Reformation look.
- Plastic-free, plant-based fabrics for select lines
- Classic and vintage-inspired shapes
- Cool-girl sustainability focus
Jaded Swim
Jaded Swim brings a rebellious, Y2K-infused spirit to swimwear, taking cues from London’s counterculture cool. Look for tactile crochet sets, daring, sheer cover-ups, and playful embellishments—nods to aughts pop icons and viral festival style. Jaded’s pieces aren’t just swimwear; they’re wearable statements ready for both the beach and any off-duty adventure.
- Playful prints and unconventional materials
- Skimpy, embellished, and crochet designs
- Forward-thinking, trendsetting aesthetic
Seafolly
One of Australia’s most iconic exports, Seafolly marries Bondi Beach heritage with contemporary fit innovation. The range covers every style from supportive triangle tops to ruched one-pieces, all drenched in dreamy pastels and vivid prints. Sustainability is key, with increasing transparency and use of recycled materials ensuring Seafolly’s legacy as much as its look.
- Iconic Australian beach style
- Broad selection of shapes and coverage
- Sustainable materials in core collections
Tropic of C
Founded by model Candice Swanepoel, Tropic of C brings runway-worthy design to functional swimwear, emphasizing clean lines, refined details, and a strong sustainability mission. Pieces are crafted from soft, recycled fabrics, ensuring both comfort and environmental responsibility. With subtle glamor and a “less is more” attitude, Tropic of C is a favorite for minimalists seeking eco-minded luxe.
- Elegant, streamlined silhouettes
- Innovative use of recycled materials
- Delicate, understated colorways
Andie
Andie is designed by women, for women—with a focus on comfort, functionality, and versatility. Each swimsuit is tested on an array of body shapes to maximize fit, and the line includes smart features such as removable cups, adjustable straps, and quick-dry fabrics. Whether you prefer athletic, conservative, or flirty styles, Andie’s comprehensive fit guide makes personalized shopping truly seamless.
- Diverse fit-tested options for every body
- Functional design elements (removable cups, adjustable straps)
- Easy online fit guide for seamless shopping
COOL TM
Paris-based COOL TM injects high-fashion irreverence into swimwear, offering everything from avant-garde one-pieces to futuristic bikinis. With an aesthetic that mixes streetwear attitude and runway edge, COOL TM is ideal for those who crave individuality, drama, and Instagram-ready looks that stand apart.
- Unique, directional silhouettes
- Standout prints and innovative materials
- Runway-inspired styling
Stig P
Stig P delivers subtle luxury with a Scandinavian touch—clean lines, minimalist color palettes, and sustainable manufacturing. The brand’s timeless cuts and high-quality fabrics promise longevity, while the understated look offers a refreshing break from louder, trend-driven styles. For those embracing slow fashion at the beach, Stig P is a serene and sophisticated choice.
- Modern Nordic minimalism
- Emphasis on sustainability and durability
- Understated, investment-worthy pieces
Frequently Asked Questions (FAQs)
Q: What makes a swimwear brand “new” or notable?
A: New swimwear brands typically distinguish themselves with innovative fabrics, unique size inclusivity, trend-setting design, eco-friendly practices, or celebrity collaborations. Notability often comes from a combination of fresh aesthetics, media buzz, and addressing gaps in existing swim options.
Q: Why is sustainable swimwear becoming so popular?
A: Eco-conscious consumers are driving demand for swimwear made from recycled, renewable, or biodegradable materials. Brands like Reformation and Away That Day are leading the charge, incorporating plant-based fabrics and recycling initiatives to reduce environmental impact.
Q: How do I pick the best swimwear fit for my body?
A: Look for brands offering a wide size range, and consider pieces with adjustable straps, removable cups, and mix-and-match separates. Reading customer reviews and consulting a brand’s fit guide can also help narrow down the options for your individual body type.
Q: What trends are dominating swimwear this season?
A: Key trends include 90s and Y2K-inspired cuts, crinkle and ribbed fabrics, bold prints, metallics, and sustainable materials. Inclusive sizing and unisex pieces are also growing in popularity.
Quick Comparison Table: Signature Features Across Brands
| Brand | Key Style | Sustainability | Best For |
|---|---|---|---|
| Hunza G | Crinkle, One-Size | Yes | Universal Fit |
| Lounge | Comfort, Prints | Partial | Curves |
| Ôsalé | Boho, Timeless | No | Beach Classics |
| Triangl | Neoprene, Retro | No | Instagram Trendsetters |
| Oséree | Lurex, Glam | No | Fashion Risk-Takers |
| Frankies Bikinis | Y2K, Celebrity Collabs | No | Bold Color Lovers |
| Reformation | Retro, Plant-based | Yes | Eco-Friendly Fashionistas |
| BLUEBELLA | Minimal, Modern | No | Versatile Style |
| Vuori | Sporty, Functional | Partial | Active Beachgoers |
| SKIMS | Shapewear, Range | Partial | All Sizes |
With these bold new swimwear labels leading the way, finding your preferred fit, finish, and flair for the beach has never been easier or more exciting. There’s a brand and aesthetic in this list for every body, budget, and sense of adventure. Happy swimming!
References
- https://www.elle.com/uk/fashion/what-to-wear/g43698385/best-swimwear-brands/
- https://www.cosmopolitan.com/uk/fashion/style/g60500540/best-swimwear-brands/
- https://www.cosmopolitan.com/uk/fashion/style/a65537578/heavy-manners-swimwear/
- https://www.cosmopolitanme.com/gallery/bikinis-and-bathing-suits-for-summer-2020
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