Once seen as a solo sport or a summer holiday activity, swimming is now the poster child of wellness culture. Research shows 4.2 million UK adults are hitting the pool at least twice a month, and 7.5 million are embracing outdoor swimming.
Cold water plunges and beachside saunas are big business, turning coastal towns like Tynemouth in Newcastle into wellness destinations. Meanwhile, holiday swims have given rise to ‘swimming holidays’, that is, travelling by swimming in a group while a boat transports your luggage.
From wild swimming to early morning laps in the lido, the low-impact exercise is becoming more social and more shareable, meaning what we wear in the water is coming into sharper focus.
Swimwear as a fashion statement
As interest in swimming grows, brands are capitalising on the shift by branching out into swimwear or extending their current lines. Consumers can now shop trend-led pieces that balance personal style and trends with practicality and comfort.
Leaning into the Y2K and 90s trends, the tankini has seen a resurgence in 2025. It’s gaining traction on TikTok, and current it-girls like Bella Hadid have shared Instagram posts wearing the style.
Comfortable, size-inclusive tankini styles are also growing in popularity. British swimwear and lingerie brand Pour Moi’s high-support underwire bikinis, high-waisted bikini bottoms and ‘tummy control’ swimsuits have captured consumer demand for styles that are confidence-building and on trend.
Swimwear and lingerie brand Pour Moi has gained popularity for its on-trend, confidence-building styles.
Reebok Swim taps into the sportswear fashion trend with functional silhouettes and bold colours.
And while big names like Kylie Jenner are still sporting the micro-bikini, many are predicting the skimpy two piece is phasing out. The same goes for the ‘upside down’ bikini trend, popularised a few years ago by Love Islanders and the Kardashians.
This shift could be tied to the recent rise of more conservative fashion, influenced by the current sociopolitical climate as well as social media figures like Nara Smith and Sofia Richie Grainge. Recent rebrands from major fashion retailers like Pretty Little Thing have also signalled a return to more modest, classic designs.
And as sportswear continues to cement its place in mainstream fashion, sports brands’ swimwear is following suit. Reebok Swim is leading the way, with sleek silhouettes and bold colourways that look just as good poolside as on social feeds.
Swimwear in the everyday wardrobe
Much like gym wear before it, swimwear is slipping into the everyday wardrobe.
We’ve seen halterneck strings styled under vests for brunch and tankini tops paired with denim. The likes of Bella Hadid and Kendall Jenner have been papped pairing bikinis with low-rise denim.
It’s the natural evolution of athleisure, but it signals a slightly different identity. This is an active, health-conscious girl, but she’s a bit more laid-back and low-key than the ‘pilates princess’.
@katharinalouu SIX ways to wear the tankini 🫶🏽💋❤️ I designed this piece to have many functions; Swimmers that you can wear to the bar. A longer style swim top that you can fold into a bikini. Multiple prints to swap and change and mix together. Whats not to love???? 🎀🎀🎀
♬ Isukile - TxPMD
@rubiejane9 You would never know this summer top is actually an adorable tankini set #swimsuit #foryourpage #fyp #viral #tiktokshop #summertop #girls #forgirls #summerclothes #bikini #tankini ♬ original sound - 🎧
The rise of swim-fluencers
Scroll Instagram or TikTok for just a few seconds and you’re bound to spot a fit-fluencer sharing her gym routine in sculpting shorts and a second-skin sports bra. Now, more influencers are turning the poolside into a runway when documenting their pool workouts and open-water dips.
Creators like @ellachloeswims, @jesspodgerfitness, and @madi.armstrong are building communities around their love of water, sharing everything from laps and lifestyle to the swimwear they swear by.
And while they inspire confidence in the pool, they’re also helping to normalise different body shapes and styles, encouraging more of us to get out there and just swim.
As with any influencer category, their audience wants to emulate the look. Swimwear hauls, try-ons and honest reviews give followers insight into fit, style and what’s trending in and out of the water.
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