I've Just Been on Holiday, and Literally Every Girl Was Wearing Thong Swimwear

Swimwear label Reina Olga states the following on its Instagram account: "Because no bikini is ever too small and no tooshie is ever too big." This quote succinctly sums up the booming (well, technically, minuscule) Brazilian bikini trend we've noticed everywhere—from the beaches we've holidayed on to the Instagram accounts we keep up with on an hourly basis, there's no escaping the amount of bottom exposure going on. (Just see Bella Hadid and Hailey Baldwin making a strong case for the bikini thong, for example.)

You might even be surprised at how acceptable this trend is getting, as we've seen plenty of celebs and fashion friends getting in on it, and having just come back from a week in sunny Spain, I can confirm that this is 100% happening in Europe. Every girl that passed me on the beach was wearing the skimpiest of bottoms and swimsuits and looking rather fabulous.


(Image credit: @emrata)

Emily Ratajkowski in her own swimwear line, Inamorata.

Maybe it's down to peachy derrières becoming the erogenous zone of a generation (Kim Kardashian West's #belfie is no longer alone in its bravery), but the kind of teeny-tiny bikini brief that almost moves into wedgie territory is currently the piece du jour to be holidaying in.

One look at A-list swimwear icons like Emily Ratajkowski or bloggers like Peace Love Shea (who now has her own swim line), and it's clear the look is omnipresent. The best part? You'll be pleased to know it's not exclusive to those who spend most of their days working out.


(Image credit: @jadasezer)

Jada Sezer wearing skimpy bikini bottoms.

To dig into the phenomenon a bit further, we went to swimwear expert Lily Russo, co-founder of resort-wear site Beach Flamingo and long-time supporter of the smaller bikini bottom idea for girls of all shapes and sizes. Russo says, "I've always worn Brazilian-cut bikinis. In fact, for my body shape and any other pear-shaped and curvy ladies out there, a Brazilian-cut tie-side bikini is the most flattering shape, but up until a year ago, it was seen as skimpy as a thong by the Brits." She continues, "Thanks to Instagram and bikini-selfie pros, there has definitely been a shift in people's opinions toward showing a little more cheek."

Related: The 5 Swimwear Trends That Are Spiking on ASOS Right Now

"When we launched the site in 2012, we were one of the few shops to stock skimpier swimwear. It's what I grew up wearing on the beaches of Italy, as I always wanted the smallest tan lines possible, and even my 60-year-old mum is adverse to a fuller brief! Girls now have more confidence to try them, plus better access to brands who specialise in that scooped cut—such as L*Space, Mara Hoffman, Caffé and Reina Olga."


(Image credit: @ashleygraham)

Ashley Graham (right) with Tabria Majors (left) in matching white bikinis from Swimsuits for All.

So how to make this look work for you? Lily has one main tip: Don't worry about the size you buy. "I often go up a size, as bikini tops generally don't vary that much, but you can make sure the bottoms don't dig in on the hips," she says. And remember, this trend translates into one-pieces too, with many high-cut one-pieces filtering into the market. On that note, it's time to go shopping.

See More Brazilian Bikini-Bottom Inspiration


(Image credit: @kimkardashian)

Kim Kardashian West in a teeny tiny orange bikini.


(Image credit: @bellahadid)

Bella Hadid wearing a high-cut white bikini.


(Image credit: @oliviaculpo)

Olivia Culpo confirms it: the white bikini is definitely in for summer.


(Image credit: @shonavertue)

Yoga guru Shona Vertue in truly Brazilian bikini bottoms.

Shop Brazilian Bikinis

Related: I Think You'll Agree That 2018's Swimwear Trends Are the Best Yet

Well, that completes your holiday packing list then.

Opening Images: Mooez Ali via @andfinally

This story was published at an earlier time and has since been updated.

Hannah Almassi
Editor in Chief

Hannah Almassi is the Editor in Chief of Who What Wear UK. Hannah has been part of the the Who What Wear brand since 2015, when she was headhunted to launch the UK sister site and social channels, implement a localised content strategy and build out the editorial team. She joined following a seven-year tenure at Grazia magazine, where she led front-of-book news, fashion features and shopping specials as fashion news and features editor. With experience in both print and digital across fashion and beauty, Hannah has over 16 years in the field as a journalist, editor, content strategist and brand consultant. Hannah has interviewed industry heavyweights such as designers including Marc Jacobs and Jonathan Anderson through to arbiters of taste including Katie Grand and Anna Dello Russo. A skilled moderator and lecturer specialising in the shift to digital media and e-commerce, Hannah’s opinion and work has been sought by the likes of CNBC, BBC, The Sunday Times Style, The Times, The Telegraph and MatchesFashion.com, among many others. Hannah is often called upon for her take on trends, becoming known as a person with their finger of the pulse of what’s happening in the fashion space for stylish Brits. Hannah currently resides in Eastbourne with her photographer husband, incredibly busy son and highly Instagrammable cat.