The under-the-radar swimwear brands to shop this summer

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Stylist Fashion Team
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Bibby Sowray discovers the lesser-known swimwear brands to invest in for maximum impact this holiday season

Shopping for swimwear is something we all put off. It’s mostly an unpleasant experience: the harsh changing room light, the constant taking off and putting on of all your clothes, and the part where you have to decide whether you can really pull of a chainmail bikini. Tricky, no?

To make your swimwear life easier (and to avoid recycling the same black two-piece you’ve worn for the last two summers), we’ve rounded up the swimwear brands you need to know for summer 2018. Who knows: they might even make bikini shopping enjoyable.


You might be surprised to hear that Oysho is a sister-brand of Zara; both are owned by Spanish conglomerate Inditex. But unlike its fast fashion behemoth of a sibling, Oysho specialises in lingerie, swimwear and athleisure – and it does them all beautifully. There aren’t hundreds of designs like at Zara, instead, there’s a refined selection of great pieces. When it comes to swimwear you’ll find classic shapes mixed with a nod to current trends.

Cossie + Co 

Cossie + Co is a company that believes in the beauty of simplicity. They only sell four swimsuit styles in a number of different colour-ways, but each one is timeless. Designed and made in London to the highest ethical and sustainability standards, there’s more to this brand than just great cossies. Each costume is made using a double-lined honeycomb fabrication that gives natural support, so no need for uncomfortable underwiring or support panels.


We first came across Ysé via another super-chic French brand, Sezane. Originally a lingerie label founded by Bérengère Lehembre and Clara Blocman-Petit, Ysé recently branched out into swimwear too – and boy, is it good. Featuring zero padding or restrictive underwiring, it’s all about romantic, flattering and practical shapes.

Les Girls Les Boys 

The brainchild of Serena Rees, co-founder of Agent Provocateur, Les Girls Les Boys only launched a year ago. If your aesthetic is firmly rooted in athleisure, this is the brand for you. Inspired by the Nineties streetwear movement that is so huge right now, it’s got that effortless, cooler-than-cool vibe. We particularly love the track swimsuit, which features a waist-cinching cord at the waist, just like a vintage tracksuit.

Three Graces London 

We’ve always loved Three Graces for its luxurious beachwear – think diaphanous dresses that deserve an azure sea-and-sky setting – and now we love it for its swimwear too. A small yet perfectly-formed collection of simple swimwear that combines classics cuts with lesser-seen colours.

Arabella London

Introducing ‘swimtimates’. Arabella London’s swimwear is designed to look just as good on the beach or by the pool as it does in the evening, layered under a silk shirt or paired with a flowing skirt, just like great lingerie. This means every piece has elegance and structure at its core, creating a beautiful silhouette.

Images: Instagram / Unsplash