Time to grab your sunscreen and show off your skin in some celebrity-inspired swimwear because today is National Bikini Day! As we gear up for a hot weekend, let’s embrace our bodies and get ready to soak up the sun.
This summer, celebrity-designed bikini lines such as Inamorata by Emily Ratajkowski are all the rage. However, celebrities are one step ahead this year and have already capitalized on our love for swimwear. Some have even launched their own swimwear companies, while others have collaborated with existing brands. Finance expert Gemma Godfrey explores the business-savvy stars and their swimwear, from Lizzo’s body-positive suits to Love Island’s Montana Brown’s sustainable swimwear. Montana, who completed an economics degree before her stint on Love Island in 2017, identified a gap in the market for recycled bikinis. Swim Society, her swimwear brand, received a six-figure funding injection last year, implying that more swimsuits from Montana will be seen soon.
According to Gemma, Montana is smartly targeting her fan base by promoting the clothing item that was most frequently worn on the show that brought her fame. This move will help her sell bikinis and grow her business. This reminds us of Kate Hudson’s Fabletics brand.
Kate Hudson is celebrating the Fourth of July in style as her athleisure wear brand, Fabletics, recently launched its own swimwear collection. The actress, who co-founded the chain in 2013 and now holds a 20% stake in the business valued at £413 million ($500 million), has shifted from being the face of the brand to an advisory role, as well as an ambassador for WW. Hudson has continuously developed her wellness-focused brand and tested the market’s demand for various products, including supplements and distilled drinks. She has smartly promoted the products of her own companies despite also being paid to partner with other brands. Model Emily Ratajkowski has also made a name for herself in the fashion industry with her line, Inamorata.
Emily Ratajkowski has an impressive fan base of 29.4 million followers on Instagram, which she gained thanks to her role in the Blurred Lines music video. She capitalized on her fame by launching her own bikini line, Inamorata, in 2017, which sold out within 24 hours. Her success continued with the release of her memoir, My Body, last year. Gemma, a fashion industry expert, noted that Emily has managed to monetize her body through her entrepreneurial ventures, including her fashion line and book, by converting her followers into customers. Meanwhile, Abbey Clancy has partnered with Tesco to launch her F F clothing line.
Abbey Clancy, known for her modelling career, has showcased her business acumen by creating a sustainable swimsuit collection for Tesco. The F F Swim Collection has a 70s-inspired design and features inclusive sizing up to size 22. This partnership with Tesco has contributed to Abbey’s company being valued at £700,000. She previously collaborated with the clothing label F F to create a clothing line modelled by her children. Gemma predicts that this venture could be just the beginning of Abbey’s entrepreneurial journey. Additionally, other models like Candice Swanepoel have also ventured into the fashion industry, launching their own swimwear brand, Tropic of C.
Candice Swanepoel, a South African model, has launched an eco-friendly swimwear brand called Tropic of C. Her passion for the planet inspired her to create this brand after posing for Victoria’s Secret Angel swimwear and the Kardashians. According to Forbes, she is the 8th highest earning model, with an annual income of £2.7million (£3.3million). Candice used her profits from previous gigs to invest in her own brand, which she also models. Gemma highlights that Candice’s success as a model has allowed her to command high fees and promote her swimwear line to her large social media fanbase. Similarly, Kim Kardashian has also launched her own successful brand called SKIMS.
Kim Kardashian has once again proven her entrepreneurial prowess with the launch of her own swimwear brand to complement her Instagram posts. The reality TV star, who has already made a fortune from her skincare, underwear, and shapewear brands, debuted her swimwear line on the cover of Sports Illustrated swimsuit edition. With a total worth of £2.45 billion, her Skims clothing range has become a massive success. Gemma, a fashion expert, commented that Kim has capitalized on her holiday snaps to further increase her earnings. Meanwhile, Gigi Hadid also joined the swimwear game with her collaboration with Frankies Bikinis.
Last summer, Gigi Hadid made headlines when she shared a photograph of herself and daughter Khai wearing matching Frankies Bikinis. The green swimwear sets were an instant hit and sold out quickly, thanks to Hadid’s influence. Francesca Aiello, the owner of the brand and a school friend of Hadid’s, revealed that the sets were in high demand. This year, Hadid has taken it one step further and designed her own collection for Frankies Bikinis. The brand is already popular among celebrities such as Kendall Jenner and Hailey Baldwin. Gemma, a fashion expert, believes that Hadid is wise to capitalize on her influence and leverage her popularity to boost sales and profit from collaborations. Another celebrity, Stacey Solomon, has also launched her own range with In The Style.
Stacey Solomon, a former X Factor contestant and current Loose Woman, won the hearts of many in 2017 when she proudly showed off her “real” body in a bikini. In a video, she celebrated her so-called “imperfections,” embracing them as a part of herself. Now, Stacey has designed her own swimwear line for In The Style, which promises to “cover flaps.” According to Gemma, Stacey’s designs are resonating with other working moms, and she is capitalizing on her positive image as a beloved and body-positive TV personality. Michelle Keegan is also launching her own line, Orfila Bee.
After spending two years in the making, actress Michelle Keegan is finally launching her own multiway swimsuit range called Orfila Bee. The swimsuit, named after her grandmother and home city of Manchester, is set to capitalize on Keegan’s reputation as a stunning model. With a successful acting career and over six million Instagram followers, Keegan is taking on the swimwear market and managing her own finances with the launch of her business ventures. In other news, singer Lizzo has also released her own swimwear line called Yitty Swim.
Plus-size singer Lizzo is breaking barriers with her body positivity movement and recently launched her own swimwear line, Yitty. The label, coincidentally owned by Fabletics, offers bejeweled swimsuits that are sure to add to Lizzo’s already impressive fortune of an estimated £10million. Experts believe that Lizzo’s move from endorsement deals to creating her own products is a smart one, as she enters a growing market. Yitty’s products are not only available on their own website but also through Fabletics’ well-established customer base, both online and in-store. Another celebrity, Selena Gomez, has also launched her own swimwear line called La’Mariette.
Selena Gomez, the popular actress and singer, has recently released a swimwear collection in collaboration with La’Mariette, owned by her friend Theresa Mingus. The launch of this collection was significant for Selena, as it coincided with the reveal of a scar from her 2017 kidney transplant. Apart from this, Selena has also been associated with other brands such as Puma and Sephora. With her continuous hard work and business ventures, Selena has managed to build a considerable fortune and has invested in various businesses. The addition of a swimwear collection to her portfolio is just another step towards expanding her business empire. Another famous personality, Kylie Jenner, also has her own swimwear brand named KYLIE SWIM.
Kylie Jenner, the youngest of the KarJenner sisters, had a rare miss with her swimwear collection last year. Despite the success of her lip kits and skincare lines, her swimming, costume, and bikini range did not perform well. Several fans took to TikTok to express their dissatisfaction, citing issues with quality such as see-through items or poorly stitched seams. Jenner has kept her fans informed about her Kylie Swim brand through regular updates on social media.
According to Gemma, this experience could serve as a valuable opportunity for Kylie to learn and grow. She added that although the line didn’t receive the same level of positive feedback as her sister Kim’s, if she focuses on it in the long run, the Kardashian-Jenner family’s marketing prowess should not be underestimated.