High-Quality Swimwear Is Worth Spending a Little Extra on—6 Brands This Editor Recommends

Swimwear is something I tend to approach with equal parts excitement and dread. On the one hand, having to think about swimwear means that a holiday—or at the very least, sunshine—is on the horizon, and when is that not good news? On the other, it means trying to find a swimsuit that ticks off a number of boxes, and the idea of venturing on that search can feel overwhelming before I even get started.

Thankfully, the world of swimwear has changed immensely over the past few years. Options are much broader—and more body diversity-inclusive—meaning that I am confident everyone, myself included, can find a swimsuit or bikini that we can't wait to show off. But where to look?

@abimarvel in a yellow swimsuit

(Image credit: @abimarvel)

First, here are my criteria for new season swimwear. I want it to be figure-flattering (of course), I want to have a range of colours and cuts to choose from (I always like to have a classic black style as well as a fun colourful option in my holiday suitcase), I don't want it to cost an insane amount and I want it to be versatile (one pieces get bonus points if I can picture wearing them with linen trousers or skirts as a top.)

@lucywilliams02 wearing an Eres pink bikini and sarong

(Image credit: @lucywilliams02)

Now, onto the brands. From high street stalwarts like M&S to innovative newer brands like Hunza G and Away That Day who have mastered the art of the flattering silhouette, I think these brands are the ones that deliver on all the criteria in epic style. Scroll on to discover my top brand picks, along with some of the top styles that are high on the summer wish list.

1. Eres

Style Notes: With their elegant silhouettes and classic colours, it's no surprise that this longstanding swimwear brand is French. Famed for its innovative fabrications and supremely flattering cuts, this is the brand to turn to for timeless swimwear you'll happily turn to year after year.

2. Marks & Spencer

Style Notes: These days, no one can deny the fashion kudos of this high street favourite, especially when it comes to the wardrobe staples. That absolutely extends to swimwear, where M&S delivers on both function and fashion with one pieces and bikinis that suit every figure and exude a timeless effortlessness.

3. Hunza G

Style Notes: Although this brand has been around since the 80s—this is the label that made Julia Roberts' iconic cutout mini dress in Pretty Woman—its more recent relaunch under Creative Director Georgiana Huddart has seen the London-based brand explode in popularity. These days, you'll see every stylish figure in one of the brand's signature sculpting seersucker swimsuits or bikinis, which are available in a mix of classic colours and new season prints every year.

4. Away That Day

Style Notes: Launched in 2019, this London swimwear brand has rapidly become a fashion crowd favourite for seriously chic, sexy styles. As well as delivering on the fashion front, the brand is also eco-conscious, using kinder-to-nature fabrics and keeping production local to lower carbon emissions.

5. John Lewis

Style Notes: If you're after understated classics, John Lewis is the shop to turn to. Designed to last, each of the brand's own bikinis and swimsuits are a no-fuss option that are form-flattering and truly timeless.

6. Reformation

Style Notes: In keeping with Reformation's aesthetic, the LA brand's swimwear marries vintage vibes with cool-girl contemporary style, Even better, most of the swimwear is crafted with eco-friendly ECONYL® Regenerated Nylon.

Freelance Fashion Editor

Jess Kelham-Hohler is a freelance writer, editor and content strategist. She has been a contributor for Who What Wear UK since 2023. Currently based in London following six years in Washington D.C. and New York, she was previously the Digital Editor for Soho House & Co, an international group of private members’ clubs for creatives. She has interviewed a range of artists, creators and more, including Alighieri founder Rosh Mahtani, photographer Misan Harriman and fashion editor Lindsay Peoples Wagner. Today, she writes primarily about fashion, travel and culture for various publications, and has worked as a copywriter and content strategist for brands such as Belstaff, Olivela and Equinox.