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The Best Swimwear Brands To Have On Your Radar This Summer
Our list of the best swimwear to invest in now, whether you're into sporty cossies or barely-there bikinis
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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 2025, 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, and 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 2025.
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.
Reformation Swim
If memory serves you well, you might recall Reformation launching swimwear back in 2019. But after deciding that the sell-out collection wasn't recyclable enough (it was made from ECONYL regenerated nylon), Ref went back to the drawing board and debuted a new plastic-free collection in March 2024.
Ref Swim is sustainably made from renewable, plant-based fabric derived from the castor plant, which doesn't take a lot of water to grow. Expect a vintage-inspired aesthetic through a contemporary lens, which pairs beautifully with the brand's best-selling dresses and separates.
Lounge
Founded in 2016 by husband and wife duo Dan and Melanie Marsden, Lounge is the British lingerie and tailored clothing brand that strives to empower the wearer and celebrate the contours of the female form. Uniting comfort with technical innovation and feminine design details, it has now unveiled its SS25 swim collection, Summer Solstice. Two new prints decorate flattering string bikinis, underwired styles and one-pieces including Celestial Swim, a delicate boho-inspired floral pattern in yellow and pink, and Midnight Tropics, a hibiscus motif in deep blue and purple and scattered with beads to help you channel your inner sun goddess.
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 a few years back, 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.
ViX Paula Hermanny
One of the OG swimwear brands, ViX was founded in 1998. Paula Hermanny grew up on the beach in Brazil and was determined to bring a piece of this culture to the US. She succeeded. Quickly.
Over two decades later, the label's Brazilian bottoms are still legendary – this cut is the 'perfect balance between showing skin and keeping things classy,' the founder says. They certainly prevent dodgy tan lines and smooth the silhouette.
ViX is also known for amping up the luxury side of beachwear. Think 24 karat gold-vermeil hardware and truly OTT resortwear – floor-sweeping kaftans and glam shirt dresses, knitted palazzo pants and keyhole co-ords all designed to wow at the beach club, and the boho jewellery, bags and shoes to accompany them.
Paper London X Arev
Hotels have become more fashion than ever in 2025. Burberry teamed up with The Newt in Somerset, Alo Yoga took over the Mandarin Oriental Bodrum, and now Paper London has collaborated with AREV in St Tropez on the chicest resort line.
Swimwear has become somewhat ubiquitous in recent seasons. Cutouts, corsages, barely-there straps and the same colour palettes are churned out by every brand. So, when we saw Paper X AREV's collection we breathed a sigh of relief – the duo has brought back some retro fun to vacays.
We love the sporty wetsuit-inspired and printed swimsuits, the gingham seersucker and striped bikinis, as well as playful flourishes in the form of scallop and ruffled trims, not to mention those shell-inspired pintucked cups.
Hunza G
The original Hunza G (formerly, 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.
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 late-60s swimwear shapes this season – and matching mini skirts and sporty shorts to boot. We love the retro floral prints, madras checks and smocked velour, too.
Ôsalé Plage
A self-confessed sea addict, Ôsalé Plage's founder grew up in Ibiza and this free-spirited upbringing shines through in her designs. She deliberately eschews trends – you won't see any wild cutouts or complicated strapping on the label's bikinis and one-pieces – in favour of swimwear that can be worn season after season.
That doesn't mean everything in the collection is basic and black; instead, Wilkinson errs on the bohemian side of beachwear with paisleys, plant and animal prints, often topped with shell or gold embellishments. If you're thinking 'well, that sounds bang on SS25 to me', rest assured Ôsalé Plage will be sticking to its guns long after the big boho renaissance is over.
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.
Frankies Bikinis
Since launching in 2012, Frankies Bikinis has collaborated with some iconic women – including Pamela Anderson, Gigi Hadid, Naomi Osaka, and Sofia Richie – to co-create sultry swimwear capsules that reflect the brand's Malibu heritage.
Their California lifestyle sets the mood for Frankies' aesthetic, but mother-daughter founders Mimi and Francesca Aiello have described the brand as '90s meets girly girl', in an interview with Drapers. Think high cut briefs, ribbed materials, floral prints, and bold colours for the core collection, while the brand's recent collab with Bella Hadid was a Western Y2k dream.
Faithfull
Founded in Sydney, Australia and based in Bali, Faithfull works with local artisans in Indonesia who dye and print the fabrics by hand. The brand became B-Corp certified in 2021, having launched in 2014 by Aussie Sarah-Jane Abrahams and Norwegian Helle Them-Enger.
There's a nostalgic feel to Faithfull's swimwear and beachwear, with many of the patterns and designs inspired by vintage fabrics that the founders have collected from markets all over the world. We love the Sol underwire bikini top that's ideal for smaller and fuller cup sizes.
Sakuranna
Launched in 2023 by former model Anna Cernohorska, and stocked across the world in the likes of Bali, Mykonos and London, Sakuranna has quickly become the place to find sultry swimwear and resortwear. Each piece is designed and made between London and Bali and several are adorned with handcrafted rose bloom to celebrate the beauty of Sakura, the Japanese blossom season which symbolises women and renewal. We love the accompanying maxi dresses, which you can throw over the swimsuits and bikinis with ease at the beach or for a night out.
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 2025.
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.
Rosie Davenport is an Ecommerce Writer at Cosmopolitan UK and Red Online, covering fashion, beauty and travel reviews, as well as major sales events such as Black Friday and Amazon Prime Day. Rosie has reviewed everything from Reformation dresses to the latest massage guns and knows the new brands to bookmark as well as the latest trends to follow. Before this role, Rosie was a Fashion Ecommerce Writer on publications including ELLE, Harper’s Bazaar and Good Housekeeping for nearly two years, and gained a MA from Central Saint Martins in Fashion Journalism in 2021, focussing on the rise (and rise) of fashion podcasting. Rosie has also worked at The Times, been a sub editor at The Mail on Sunday’s weekly YOU magazine and produced in-depth retail reports for the trend forecasting agency WGSN. Her career highlight? Previewing Prada’s AW21 menswear show in the depths of lockdown and interviewing Miuccia Prada and Raf Simons from her bedroom. Outside of work, Rosie can be found rummaging through vintage shops or getting lost in one of London’s iconic department stores. You can follow Rosie on Instagram @rosie.davenport
Abigail Southan is our Senior Fashion Ecommerce Editor and has five years' experience as a writer and editor in the industry. Abigail has a BA in History from the University of Bristol and an MA in Fashion Journalism from Central Saint Martins. Abigail currently covers all things style and shopping across titles including Harper’s Bazaar, ELLE, Esquire and Red. On a daily basis, she helps readers buy better with how-to-wear guides, first-person product reviews and deep dives into the latest trends. Previously, Abigail has worked for The Sunday Times’ Style and Fabulous magazine as their first ecommerce writer and was a founding editor of Sun Selects. She has also written for Net-a-Porter, I-D, Man About Town, Wonderland and 1 Granary, and has interviewed the likes of Paris Hilton, Dua Lipa and Christopher Bailey. You can follow Abigail on Instagram at @abigailsouthan.
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