Australian-made swimwear brands that have every trend covered

“The Australian customers have really embraced them. The American market can be a bit behind Australia when it comes to revealing swimwear, but there’s been a shift and now thy’re wearing them too.”

Classic styles

While Gnash looks to US customers for inspiration, Sydney label Bondi Born has a European approach to its bold, block designs and luxury price points. Entrepreneur Dale McCarthy launched the brand in 2015, looking to carve out a niche in the $US19 billion ($26.5 billion) global swimwear market, by promoting Australian quality.

“We have always been a premium brand looking to export the values of Australia,” McCarthy said. “When we started, we launched into Europe because they are more accepting of a luxury price point.” One piece swimsuits start at $250 and stretch up to $325. “Australia is still flooded with low-cost swimwear, so it’s a way of standing out.”

The label found rapid success internationally in Harrods, Harvey Nichols and with e-tailers Moda Operandi and Net-a-Porter, before finding its sandal-covered feet locally by showing at Australian Fashion Week in 2019. Now Australia and the US are the largest markets for Bondi Born’s online stores.

While block colour one-piece swimsuits in muted navy, mulberry, chocolate and black dominate sales, for McCarthy the focus is on fabric, having developed a smoothing, sustainable technical cloth in Italy that inspires confidence in customers. After three years of research Sculpteur became the primary base cloth for Bondi Born in 2018.

“The more pared back, classic designs are our bestsellers, season after season. Our customer isn’t after something too commercial. It’s about a swimsuit that’s elevated and sophisticated.”

To keep Bondi Born’s wholesale clients, including David Jones, happy, McCarthy and creative director Karla Clarke inject a fresh palette and bikini styles each season. “There are consumers who want that,” McCarthy said. “But not as many who want the Sculpteur.”

When it comes to bikini bottoms, more is more, with skimpier styles taking a backseat to high-waisted briefs. “It’s about what makes you feel confident,” McCarthy said.

Style support

Pattern maker and designer Kylie Van Wanrooy’s swimwear label Beyond The Sea is a one-woman operation filling a persistent gap in the Australian swimwear market that is slowly shrinking. The fan of the beach and water skiing was inspired to launch her brand 10 years ago when searching for a size 16 swimsuit that could survive strenuous activity in the ocean without compromising on coverage.

“When I started, the prints that were available in larger sizes were revolting,” said Van Wanrooy, who gained experience working at Camilla. “I just think that labels are doing a disservice to Australian women. Your average Australian woman is a size 16. It doesn’t mean that she doesn’t have taste.”

Beyond The Sea goes up to a size 24 with an F cup, with 14-20 the top-selling sizes. As well as focusing on prints, reliable construction is a priority for Van Wanrooy who believes her swimsuits offer a service to women that goes beyond fashion.

“I quite often sell at markets, and I am surprised at how many women out there hate their bodies. Swimsuit shopping is hard enough for most women but it’s harder when you’re bigger.”

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Beyond The Sea uses metal clips for support in the bra cups, after plastic versions failed in customer testing, and Van Wanrooy designs using samples in a size 16. “It makes a difference. Something that has been sized up from an 8 or 10 just won’t flatter a larger woman.”

Having started with vintage-inspired styles, Van Wanrooy has moved on to more streamlined styles, targeting younger audiences with animal prints and finding success on e-tailer The Iconic.

“I just want women to feel comfortable walking down the beach. Hopefully, they can love themselves a little bit more.”

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