The Secret's Out: These New Swimwear Brands Are About to Blow Up


(Image credit: @lefevrediary)

If you’re currently on the hunt to upgrade your summer wardrobe with some cool new swimwear, you’re in luck. I've had my eye on recent launches and have an edit of the best new swimsuit brands to know about right now. Whether you're wearing these to your backyard pool or styling a bikini as a top with shorts or skirts, there are plenty of cool new styles to have on your radar.

From the brand who put mermaid bikinis on the map to the ones tapping into the biggest swim trends of summer 2020, these are the labels you'll be spotting fashion insiders wear all summer long. Ahead, discover the need-to-know swimsuit labels that will be everywhere this season. You'll want to keep all of these stylish brands on rotation.

Isa Boulder


(Image credit: @champagnemani)

We can thank Indonesian brand Isa Boulder for the rise of mermaid swimsuits, which are starting to pop up everywhere. Finished with details like shell-inspired tops and delicate ruching, its pretty pieces are already in huge demand.

Shop Isa Boulder:



(Image credit: @bellathomas)

Taking inspiration from the '80s, you'll spot high-cut silhouettes and bold colors in the collection of Fisch—a stunning brand that is designed in St. Barths and made in Italy. Eco-friendly production is also core to the brand and the sustainable pieces are made from regenerated fishing nets and ocean waste.

Shop Fisch:



(Image credit: @annarvitiello)

Maiyo's swimsuits, which are handmade with Japanese yarn, feel as glamorous as they do charming. With crochet details and rhinestone buckles, Maiyo's swimsuits are undeniably fun.

Shop Maiyo:

Good American


(Image credit: @goodamerican)

Khloé Kardashian's brand Good American isn't exactly new, but they just launched its first swimwear collection, and the pieces are stunning.

Shop Good American:

Leslie Amon


(Image credit: @flammedepigalle)

If you're after for a sophisticated take on swimwear, look no further than Leslie Amon. Finished with details like faux-pearl buttons and delicate sleeves, these are the ultimate pieces to wear if you want something that will transition beyond the beach.

Shop Leslie Amon:

Mirror Palais


(Image credit: @mirrorpalais)

Marcelo Gaia is the founder and owner of NYC-based brand Mirror Palais—a label with cool, slinky pieces and colorful swimsuits. You'll be sure to spot the designs on every cool girl.

Shop Mirror Palais:

Bondi Born


(Image credit: @bondibornaustralia)

As the name hints at, Bondi Born is an Australian-based brand that is inspired by the beachside neighborhood in Sydney. Its sophisticated take on swimwear is all about the perfect fit, using environmentally friendly fabrics.

Shop Bondi Born:

You Swim


(Image credit: @dronme)

England-based label You Swim is designed with stretch to fit to your body. With just a few different styles in a wide range of colors, you're destined to find the perfect silhouette and shade for you.

Shop You Swim:



(Image credit: @deborabrosa)

With nods to the '80s and '90s, it's easy to see why you'll spot that brand in closets of celebs like Kendall Jenner and Kate Beckinsale.

Shop Aexae:

Now, stock up on these seriously comfortable sandals to wear with your swimsuits.

Associate Director, Special Projects

Kristen Nichols is the Associate Director, Special Projects at Who What Wear with over a decade of experience in fashion, editorial, and publishing. She oversees luxury content and wedding features, and covers fashion within the luxury market, runway reporting, shopping features, trends, and interviews with leading industry experts. She also contributes to podcast recordings, social media, and branded content initiatives. Kristen has worked with brands including Prada, Chanel, MyTheresa, and Luisa Via Roma, and rising designers such as Refine and Tove, and her style has been featured in publications including, Vogue France, WWD, and the CFDA. Before Who What Wear, Kristen began her career at Rodarte, where she worked on assistant styling, photo shoots, and runway shows, and at Allure, where she moved into print and digital editorial. She graduated from the University of Southern California, where she studied art history and business, and currently lives in New York.