Share Your Coastal Bliss | @JAGLondon_Beachwear 🌴

Chic Beach Moments

Real Stories

Our Customers Speak Out


"Its an amazing fit"

Kate Ozerov | @stylensnitch

Life is always better at the beach 🏖️
Wearing @jaglondon_beachwear


"It looks lush!"

Emma Conybeare | @emmaconybeare



"Its absolutely beautiful and fits perfectly..."

Mel Lowe | @mellowe_moments

In Rome 🏛️ with my Jasmine Blue Swimsuit. Sun, aperol, hail storm, pasta, culture….and many outfit changes.


"The perfect swim set for my cold water swims..."

Camilla Yates | @camyates

Hello English sunshine at last! Loving my my new sporty swim set - perfect for taking out for my cold water swims and very comfy to wear under clothes👌


Our Mission

At JAG London, we're on a mission to revolutionise swimwear for modern women. We believe that when you invest in yourself, you invest in your happiness, and that's why our swimwear is designed to not only look good but also feel good. With innovative designs that adapt to your body's needs and luxurious soft fabrications that feel amazing against your skin, our swimwear is all about promoting well-being and empowering you to be your best self. Join us on our mission to invest in happiness and discover the swimwear that will take you there.



At JAG London, we understand the power of a well-designed swimsuit in creating happy memories. That's why our swimwear is crafted with luxurious soft fabrications and innovative designs that adapt to your body's needs and promote well-being. We believe that every woman deserves to feel confident and beautiful in her own skin, and we're here to support you on your journey to creating happy memories that will last a lifetime.

SS 23

IBIZA collection

Our IBIZA swimwear collection is inspired by the captivating beauty and allure of the island of Ibiza. Taking cues from its vibrant culture and breathtaking landscapes, we have curated a collection that embodies the essence of this iconic destination.

From classic and timeless designs to modern and glamorous styles, this collection offers a range of options that reflect the island's diverse fashion and style. With luxurious fabrications, impeccable tailoring, and exquisite details, each piece is crafted to make you feel confident, elegant, and effortlessly chic.

Whether you're lounging poolside, basking in the sun, or exploring the island's hidden gems, the IBIZA swimwear collection is designed to enhance your natural beauty and empower you to embrace the spirit of Ibiza. Join us on a journey to discover the magic of this iconic destination through the IBIZA collection.

SS 22

Mykonos Collection

Our SS 22 - Mykonos collection exudes sophistication and chic glamour, inspired by the island's popular fashion and style. With a focus on timeless designs and beautiful fits, this collection is designed to make you feel amazing and embrace the trendy vibe of Mykonos.

Experience the allure of Mykonos in every piece, from lounging on the beach to exploring the island's charming streets. Our collection is designed to enhance your natural beauty and empower you to feel confident, elegant, and effortlessly stylish.

SS 20

Santorini Collection

Our SS 20 - Santorini Collection draws inspiration from the captivating deep blue sea and breathtaking landscapes of this iconic Greek island. The collection features a range of styles that are chic and modern, with exquisite detailing and luxurious fabrications that reflect the island's natural beauty.

Each piece is crafted to perfection, reflecting the unique charm and elegance of Santorini. With classic and timeless designs that are given a contemporary twist, our collection offers something for every style and preference.

Join us on a journey to discover the magic of Santorini through our SS 20 collection, and indulge in the pure elegance and sophistication of this iconic destination in every piece.

Our Essential Guide to Packing and Travel for a Luxury Escape

Summer Dreams