Credit: Away That Day
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5 min read
Brutal winter weather and the January blues are fuelling escapism, so whether you’re dreaming of a holiday abroad or are feeling optimistic about the British summer, the start of the year is the perfect time to invest in your summer wardrobe.
Sales of holidaywear are soaring thanks to a combination of the January blues and recent cold spells fuelling escapism. Swimwear at John Lewis is up 22% on this time last year and specifically swimsuits are up 28% on last year.
Georgina Coulter, Head of Buying at TheOutnet.com said the site has seen an up lift of general searches for swimwear over the past few months too, she adds, “We have an always-on buying strategy for swimwear and see consistent demand throughout the year, but over the past few months, we have seen an up lift of general searches for swimwear. We see strongest engagement from January to April – with a peak around mid – March, as customers prepare for the warmer months ahead.”
It’s hard not to dream about the promise of sunny skies, warm sea swims and sundowners in bars where footwear is optional when the weather is so grim.
Winter is also a great time to buy holidaywear and swimwear, with many retailers reporting a spike in sales that ensures they have plenty of exciting newness and great staples. Not only that, but spring/summer stock arrives in stores in February, making it a great month to shop for summer clothes and swimwear.
Grace Neal, buying manager at Selfridges, explains: “At Selfridges demand for our swim and holiday offer is year-round, with customers looking to make special investments for precious winter sun breaks. Our most popular brands are aspirational, understanding that choosing new swimwear is that first step into escapism, especially at the beginning of the year.”
Ingemae Kotze, founder and creative director at Away That Day, adds, “Our customers love Away That Day for their winter holidays and spa retreats. We offer stylish, timeless swimsuits and mix-to-match separates that can be worn year after year. We also love offering newness during the winter months as there’s not a huge selection of swimwear available during this time. Additionally, we offer worldwide shipping, which helps to extend our range to those in warmer temperatures.”
Credit: Freya
Trending swimwear styles for the summer ahead include primary brights, minimal designs and one-shoulder styles, but timeless black and printed options are so versatile and will always work well in a holiday wardrobe.
A statement one-piece is a great day-to-night holiday option – wrap a pareo around your waist and add a statement pair of sandals for a low-key drink by the beach. Throw an undone short-sleeved linen shirt or a supersized cotton shirt over your one-piece and add cotton or denim shorts, chunky flats and an oversized raffia bag for an effortless summer evening look. High-waisted lightweight trousers and statement jewellery provide a more elegant evening look.
Whatever your preferred aesthetic – whether sporty, minimal, maximal or classic – we have a swimsuit for you.
Credit: Triangl
M&S Collection square-neck swimsuit
A brilliant swimsuit for many reasons: it’s minimal and sleek, it boasts the of-the-moment square neckline and it looks great with shorts and a short-sleeved shirt for a sundowner too.
Hunza G Domino swimsuit
Hunza G’s swimsuits need no introduction and this soft blush style is a great addition to your beach wardrobe thanks to its versatility. Supportive enough for swimming and chic enough to wear to the beach bar.
Eres Les Essentials Diamant swimsuit
If your holiday wardrobe is a carefully curated edit of earthy tones and tonal separates this Eres swimsuit is for you. Wear it with silk wide-leg trousers, cat-eye sunglasses and a suede hobo bag.
Shop Eres Les Essentials brown one-piece at Net-a-Porter, £315
Reiss Isabel plunge-neck swimsuit
Playful printed swimwear is a great way to inject some fun into tired holiday clothes. Great with plain cotton or linen separates and some simple gold jewellery.
Alexandra Miro Audrey swimsuit
This chic retro swimsuit is for the more polished among us. Wear it with oversized men’s shirting (undone) and structured lightweight shorts or trousers.
Shop Alexandra Miro Audrey belted white one-piece, £215
(ships 13 March)
Cover Swim navy stretch swimsuit
Frustrated with the limited swimwear options that protect skin from the sun, Lisa Moore launched her own beachwear brand, Cover Swim. Her innovative pieces provide UPF50+ protection to block 98% of harmful UV rays. The premium fabrics are also quick-drying, breathable and perfect for more active holidays.
Triangl Rafa swimsuit
Triangl’s playful swimsuits and two-pieces are for those less keen on full coverage. Choose from bright colours, on-trend earthy tones and brilliant cover-ups too.
Calzedonia Indonesia swimsuit
Calzedonia’s swimwear has cult status in its native Italy thanks to its great quality and support. Its Indonesia collection is a showcase of timeless, versatile swimwear that won’t date.
Elomi printed plunge swimsuit
Comfortable and supportive without padding or wiring, this Elomi swimsuit has broad, adjustable straps and a clasp fastening at the back. It’s available up to a size 42 H/HH. Wear it with black wide-leg linen trousers and slip-on leather sandals.
Away That Day Cannes biodegradable stretch-polyamide swimsuit
Away That Day’s swimsuits aren’t just elegant; they are functional too, with a focus on supporting all shapes,and with great sustainability credentials.
Buy Away That Day Cannes monochrome swimsuit at Selfridges, £225
Freya Nomad Nights swimsuit
Freya’s playful swimsuits helpfully come in cup-sized swimwear, offering poolside support in up to a J cup. This black swimsuit makes a subtle statement and would look great with a bright oversized shirt, a short printed pareo and bright flip flops.
Shop Freya Nomad Nights swimsuit
(available from February)
Jets Rib minimal one-piece
This understated, ribbed one-piece is a great choice for colour lovers. It’s a great shade to clash with bright fuchsia pink or dusty blue. Or pair it with chocolate brown, burgundy or cream for an effortless beach look.
Seafolly Neue Wave V Neck One Piece in Jade
This new wave print one-piece from Seafolly looks great with denim, white cotton and simple navy sundresses.
Accessorize Shimmer One Shoulder Swimsuit
Great for a girls trip to the polished shores of Southern Spain, the Algarve or Miami this fabulous gold swimsuit doubles as a body and was made to be worn with wide-leg trousers, Hermes sandals and a big sunhat.
Images: Away That Day; courtesy of brands
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