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The Best Swimwear Brands To Have On Your Radar
Here's a list of the best swimwear to invest in now, whether you're into sporty cossies or skimpy bikinis.
With an array of swimwear brands out there, it always pays to brush up on the latest offerings. The days of basic triangle bikinis are well and truly over. In fact in 2024, there’s more choice than ever. Whether you’re a DD+ cup searching for a supportive fit, after a cut-out cossie for beach holidays, or something sporty for laps at the lido, there's something appropriate for every situation these days.
We’ll be the first to admit, with such a wide selection out there, the search for the best swimwear brands can seem like a pretty daunting task. But if you've been suffering in unsupportive and unflattering swimsuits for the past few seasons, it's definitely time for an update. Luckily, the best swim brands are more size inclusive than ever, so painfully-tight seams and baggy bikini bottoms are (thankfully) now a thing of the past.
You’ll be glad to hear, new-gen brands offer a lot of the solutions to our previous swimwear woes. Hunza G takes all the stress out of finding that perfect fit online with its clever crinkle-stretch fabric, while Aussie swim label Form and Fold is totally reinventing the frumpy D+ looks we’ve come to know. Inclusive sizing is a must over at SKIMS too, with its swim range offering an extensive range of cuts and coverage to suit every occasion, all available in XXS to 4X.
Sustainability is also a focus for the best swimwear brands. It’s no secret previously used non-biodegradable fabrics such as nylon and spandex seriously harm the planet, releasing tiny microplastics with every wash and wear. But, our favourite swim lines are looking to recycled alternatives and compostable packaging to strive towards a more eco-friendly approach to swimwear.
By investing wisely in quality swimwear that is designed to last and taking care of your favourite set (we’re talking cold rinses between wears and delicate washing cycles), you will seriously increase the lifespan of your swimsuit, too. So, you can do your bit for the environment and spare yourself searching and repurchasing new items every year.
Keep scrolling to see ELLE UK's pick of the best swimwear brands to shop in 2024.
Whistles x The Longing
Trust beloved high street store Whistles to partner with the hottest new brand on fashion's radar. Co-founded in 2022 by influencer Lindsey Holland and her business partner Jack Mizon, The Longing is known for its fluffy cotton towels that have featured across
many lust-worthy bathrooms of Instagram. This summer, the brand has extended to swimwear, with a capsule collection featuring retro prints and earthy shades (think: chocolate browns, sky-blues and warm terracotta hues). Ranging in sizes 4 to 20, there's a style for everyone – whether you're into sporty square neckline bikinis, supportive underwired iterations or high-coverage rash vests.
Cossie+Co
Founded by former fashion executive Isobel Elphinstone, Cossie+Co is quickly becoming an insider favourite thanks to its retro cuts and colour palettes, as well as its signature honeycomb fabric (two words: super supportive). The brand celebrates simplicity over fleeting swimwear trends by sticking to classic designs that work for the modern woman – the scoop-back Poppy swimsuit is a brand bestseller and the Isla sweetheart bandeau top will serve you well every summer.
Hunza G
The original Hunza G (formally, Hunza) arrived on the scene back in the 1980s and is to thank for that iconic mini dress Julia Roberts donned in Pretty Woman. In 2015 Georgiana Huddart re-launched the brand as a creative director and embraced its retro aesthetic with bold colour combinations, curve-enhancing cut-outs and ultra-high leg designs. Best known for its one-size-fits-all approach to swimwear (that makes online shopping a literal dream), Hunza G uses a clever combination of knitted lycra and elastane to create swimsuits that will see you through years of body fluctuations and even pregnancy.
Oséree
Back in 2015, best friends turned co-founders Isabella Cavalin and Janine Vinci launched Oséree with a mission to create feminine swimwear with a flamboyant twist. Inspired by the fresh verb Ose (‘to dare’), the label is known for its OTT feather trims, diamante adorned swimsuits and cult Lumiere Lurex fabric, loved by the likes of Dua Lipa and Rihanna.
Lounge
Known for its logo-trimmed lingerie, Lounge has finally expanded its offering to swimwear. The new range stays true to the brand’s sultry aesthetic with skimpy triangle silhouettes and barely-there bottoms – perfect for those who have no time for visible tan lines. But, fret not, it's not all itsy-bisty-teeny-weeny. The collection is super size inclusive (pieces go up to 3XL) and features supportive bikinis for DD+ boobs, too.
Form and Fold
After years of feeling self-conscious in unsupportive, itty bitty triangle bikinis, Aussie duo Carly Warson and Stephanie Korn founded Form and Fold – a swimwear brand dedicated to those with a D+ bust. With concealed underwiring, cleverly-placed seams, stronger clasps and thicker straps, Form and Fold’s bikinis are some of the comfiest in the business. But don’t mistake comfort for unsupportive. The brand promises the uplift on its swimwear is just as good as your favourite bra.
SKIMS
Kim Kardashian’s billion dollar shapewear brand SKIMS hardly needs an introduction – it’s loved far and wide for its impressive size range and body-cinching designs. But just last year, the label extended its inclusive ethos with a swim line that catered to every woman and occasion; featuring new modest swimwear designs like long-sleeve one-pieces, sarong skirts and cropped T-shirts, alongside its signature skimpy styles. The latest drop of SKIMS swim truly embraces the noughties renaissance with rhinestone sets and barbie-pink hues.
BAIAH
BAÍAH's aim is to create a collection of luxury, timeless staples that are perfect for globetrotting and lounging beside some of the world's most glamorous and far-flung pools.
Sustainability is also a core tenet of the brand's ethos, with fabric choices and manufacturing detail all geared towards supporting the planet's eco-system. For example, all their garments contain lining made of ECONYL®, 100% regenerated nylon derived from industrial waste.
Nobody's Child
New to the swimwear scene, London-based Nobody’s Child first launched a collection of ditsy floral bikinis and flattering one-pieces back in 2021. Known for its eco-conscious credentials and super pretty summer dresses, the label has created another capsule swim line this season using Repreve (a fibre made from recycled water bottles and consumer waste). If the brand’s responsible ways haven’t convinced you, the 1950s style references just might – we’re all about the high-rise briefs and timeless gingham prints.
Alexandra Miro
Alexandra Miro launched in 2017 and revamped the classic one-piece swimsuit in the process. Inspired by the founder's extensive travels, the swim label is all about luxury with refined designs that truly showcase the female form. Retro-inspired belted swimming costumes, high-rise briefs and plunging V-necklines are on the menu for 2024.
Seafolly
One of the most established swimwear brands in this edit, Seafolly was born on the beaches of Bondi back in 1975. Loved by the likes of Gigi Hadid and Selena Gomez, the label creates technical pieces with a modern twist (think: long-sleeve swimsuits with sexy zip fronts) as well as flattering pieces for DD-F busts.
Reina Olga
Reina Olga is a female-founded and led swimwear brand launched by sisters Guia and Isotta Cleps. Known for its daring silhouettes and playful tropical prints, the swim label aims to bring a touch of the luxurious Amalfi coast to all its Italian-crafted swimwear. All products are made to order to reduce excess stock and waste, and the label is well on its way to using recycled materials throughout all its designs. Reina Olga’s Scrunch style is a bestseller but the 1980s-inspired Show Pony swimsuit is our personal favourite.
Triangl
There was a time when you couldn’t scroll through Instagram without seeing someone in one of Triangl’s iconic black trimmed bikinis – the brand was serious influencer catnip. Back in 2012, founders Craig Ellis and Erin Deering saw a gap in the market for technical swimwear and used a wetsuit-like Neoprene to create the label’s iconic structured balconette styles. Branching out from its bestselling classics, expect 1970s-colourways and sparkly Lurex separates this season.
Sydney Sweeney x Frankies Bikinis
It’s hardly surprising that Frankies Bikinis has teamed up with Gen Z icon Sydney Sweeney on a capsule collection. After the actress wore the brand’s Gemma swimsuit on the hit HBO show Euphoria, it instantly sold out and subsequently racked up a 500-person waitlist. If you didn’t get your hands on the hero piece, shop from the collaboration instead – the playful Y2k cherry and lips prints are equally as Instagrammable.
Away That Day
Founded in 2019, British swim label Away That Day took inspiration from OG Australian brands dominating the scene, but was on a mission to bring an affordable option to those in the UK. With everything under £100, all top and bottoms are sold separately so you can mix and match to find your perfect fit and get playful with colour combinations. The brand also has a handy recycling initiative: simply bring in any old, unwanted swimwear and it will be used as underlay in new collections.
Cover Swim
Back in 2008, Lisa Moore saw a gap in the market for protective T-shirts and sun coverups that were as fashionable as they were functional – and so, Cover Swim was born.
On a mission to promote healthier ways to enjoy the sun, all the label's pieces are crafted from Cover's signature swim jersey that provides UPF50+ protection by blocking out 98% of harmful UV rays. As well as being quick-drying, breathable and pill-resistant, Cover's designs are also timeless thanks to their neutral colour palette and statement exposed zips.
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