As summer approaches and we start to look forward to our summer holiday we can start to think about where we're going to get the best swimwear from. Swimwear is an essential part of our holiday. Everyone wants to look their best and feel great whilst on the beach or lying by the pool, but where do we go to buy designer swimwear for our luxury holidays? 

Obviously there are the big department stores such as Selfridges, Harrods and Harvey Nichols, however we don’t all live near London to have easy access to the swimwear in these stores.  There are also many beautiful boutiques that stock beautiful swimwear, but the boutique near you may not have a big range or the styles you like. 

So more and more consumers shop for designer swimwear online.  But we have to be careful because there are a lot out there and many swimwear brands claim to be designer or luxury swimwear, when they may not necessarily be.

At JAG London our designer swimwear ranges from bikinis, to tankinis and one pieces, made with the best fabrics and tailored fitting.

The history of swimwear

Let’s look back at how designer swimwear came about and how swimwear became a fashion statement. Only at the turn of the century, when swimming became an intercollegiate and Olympic sport, did people realise that the current swimwear lineup had been designed without functionality in mind. As the sport grew, swimsuits became more streamlined and less heavy, paving the way for styles to come. At this point in the history of women’s swimwear, women often accessorised with soft bathing slippers that provided added protection against rough shores.

By 1910, women’s swimwear was less restrictive and heavy. Women exposed their arms, hemlines creeped up to the mid-thigh and designers used less fabric to conceal a girl’s figure. As the 1920s rolled around, the swimsuits got smaller, and the demand for them grew larger. Hollywood and Vogue both popularised the idea of swimwear being sexy and glam, a trend that would persist in the decades to come.

While two-piece suits were common in the years leading up to World War II, they usually covered a woman’s navel and left only a bit of midriff visible. In 1946, French designer Louis Reard introduced the world to the first modern bikini, featuring significantly less fabric than its predecessors. Its name has roots in the war: Reard was inspired to name his two-piece after a newsworthy US atomic test with the name Bikini Atoll. The new design was so risqué that the designer had to hire Micheline Bernardini, a Parisian showgirl, to model it.

Where to buy designer swimwear