The summer is well and truly here and some of us may be thinking about what to wear on those days near the water. Few garments have evolved as dramatically as swimwear. From simple linen shifts to today's vast array of colours, cuts and fabrics, the swimsuit tells the story of changing society, technology and women's growing freedom. Looking back through history makes us appreciate just how much choice we have today. Feel free to also take a look at our specially made 'Beach Vibes' LookBook of items in the seasonal palettes.

18th Century: Simplicity and Modesty

During the 1700s, women often bathed in a simple linen shift or chemise, sometimes dyed with indigo or made from checked fabric for extra modesty. Bathing was considered a health activity rather than a leisure pursuit and was usually enjoyed in women-only spaces or with family, so clothing was practical rather than fashionable. By the end of the century, bathing sleeves and public bathing machines became increasingly common, allowing women to enter and leave the sea discreetly.

Victorian Era: The Birth of the Swimsuit

The second half of the 19th century saw the arrival of garments designed specifically for swimming. Bathing suits consisted of a long tunic worn over bloomers, stockings, bathing shoes and a bathing cap. Made primarily from cotton in dark shades such as navy or black, they were designed to preserve modesty, especially as mixed-gender beaches became more common.

1920s and 1930s: Freedom to Move

The introduction of knitted wool and cotton jersey transformed swimwear. These new fabrics stretched with the body, making swimming far easier and more comfortable. Although modesty laws still existed in many places, swimsuits gradually became shorter, more fitted and more colourful. By the 1930s, lower backs, shaped silhouettes and innovative rubber-based stretch fabrics marked a significant turning point.

1940s to 1960s: Fashion Meets Function

Wartime fabric rationing influenced designs during the 1940s, but by the 1950s synthetic fibres such as nylon revolutionised swimwear. Built-in support, figure-enhancing cuts and improved stretch created the foundations of the modern swimsuit. The 1960s continued this trend, with designs offering greater comfort while celebrating feminine shapes.

1970s to Today: Endless Choice

The 1970s cemented the bikini as a mainstream style, while the 1980s and 1990s introduced Lycra, bold colours and an explosion of different silhouettes. Today, swimwear comes in every imaginable style, from classic one-pieces and high-waisted bikinis to sporty designs, textured fabrics and sustainable alternatives.

With so much choice, shopping for swimwear can lead to trying on so many different pieces wondering which one to choose. Understanding our seasonal colours and the styles that honour and celebrate who we are holistically can make choosing swimwear and accessories far simpler and enjoyable. If you are seeking clarity with your best sillhouettes and styles of clothes, please reach out to us. We would love to help you feel confident at the pool side and every day.

All in all, the best swimwear items are those that helps us feel confident, comfortable and authentically ourselves.

To accompany this blog, we've added swimwear to our latest LookBook featuring styles across the seasonal colour palettes to inspire the day by the water.

*Images in this blog have been produced by AI

Written Irene Burgin and Kelly Caira