If your surname is Hadid, Jenner or Lipa, a summer time break isn’t a lot switching in your out-of-office for one treasured week however a seemingly limitless stretch of solar and sea. And whereas the backdrops of their picture “dumps” on Instagram may fluctuate, from the pristine deck of a personal yacht to a no-filter-necessary seaside shack, what their vacation snaps have in widespread is their swimwear.
When Kylie Jenner posted a mirror selfie of a polka-dot two-piece — caption: “italian summer yes pleaseeee 🤍🤍🤍🤍🤍🤍” — the bikini in query was by Frankies Bikinis. (In truth, it was part of a collaboration between the swimwear model and Jenner’s personal label Khy.)
Kylie Jenner owns a number of pairs of Frankies Bikinis, as documented on her private Instagram. – Instagram/kyliejenner
Frankie Bikinis was additionally the official uniform at a current getaway hosted by Hailey Bieber’s magnificence model Rhode in Mallorca, the place a bevy of bikini-clad influencers celebrated Rhode’s new citrusy lip tint with on-theme swimwear (some wore Frankies’ Kealy bikini set in a delectably Instagrammable shade referred to as “yellow iris”). Dua Lipa, who has been photographed in Italy with fiancé Callum Turner this summer time, packed a black quantity from Frankies (a collaboration with trend label Réalisation Par, it fastens between the cups with a crocheted pair of cherries). Meanwhile, a Frankies Bikinis set not too long ago worn by Sabrina Carpenter is fairly actually an itty-bitty, teenie-weenie, yellow polka dot bikini.
Sabrina Carpenter, who is additionally a fan of the label, not too long ago wore a little bit yellow polka dot bikini. – Instagram/frankiesbikinis
Frankies Bikinis’ USP is the plain skimpy issue, which, maybe unsurprisingly, was the launchpad for Francesca Aiello, who co-founded the label along with her mom, Mimi, in 2012. The Malibu native resorted to creating her personal bikinis in highschool as a result of she couldn’t discover something on-brand sufficient. “I wanted to feel cute, confident, and feminine in my swim. The tinier, the better. That mindset still inspires the brand today,” she instructed NCS.
Aiello’s life exterior college revolved round ocean actions, from junior lifeguarding to browsing to water-polo apply, which meant a bikini was at all times ready on her passenger seat and have become a sort of second pores and skin. Aiello took her uniform critically from the begin. “I was driving downtown almost every day, sourcing fabrics, meeting with sample sewers, pattern makers, and trying to find local factories that could bring my vision to life. It was all trial and error.” Aiello’s vary of bikini types fluctuate, although a number of include cups the measurement of tortilla chips and high-cut bottoms that soar in the direction of the hip bones. “People were judgmental of my skimpy bikinis in the beginning… Until they wanted one for themselves,” she stated.
The newfound reputation of Frankies Bikinis, which has expanded into clothes, equipment and activewear as of 2019, follows a rising choice in recent times for one-piece swimsuits. The tide now seems to be turning, based on Grace Neal, Selfridges’ shopping for supervisor for denim, physique and activewear, noting that gross sales of bikinis and swim separates are presently outperforming one-piece swimwear.
The bikini’s versatility is a robust promoting level. “The ability to mix and match sizes, styles, and colors adds to the bikini’s appeal, especially as self-expression becomes increasingly important to consumers,” noticed Fflur Roberts, head of luxurious items at analysis agency Euromonitor International. “Many people also wear bikini tops as standalone fashion items, further blurring the lines between swimwear and everyday apparel,” she added.
Francesca Aiello, the founding father of Frankies Bikinis, at her Malibu retailer opening occasion in August 2024. – Sean Weiss/BFA.com/Shutterstock
“For me, skimpy bikinis aren’t a trend, they’re a lifestyle,” stated Aiello. “It’s about owning your confidence and feeling empowered in whatever you’re wearing.”
In 2022, Victoria’s Secret acquired a minority curiosity in Frankies Bikinis, investing $18 million in the course of (Aiello described it as her “biggest pinch-me moment,” including, “I grew up shopping there from the time I was 12 so it felt incredibly full circle.”) Online trend retailer ASOS started to inventory the model in 2024. Brands director Shazmeen Malik applauded Frankies Bikinis for being “committed to crafting styles that make women feel more confident.” She added that its “iconic collab moments, limited collections and curated drops keep it feeling exciting.”
Indeed, whereas Frankies Bikinis’ roster of collaborators is spectacular (Sydney Sweeney, Sofia Richie Grainge and Pamela Anderson, to call a couple of), Aiello admits that it wasn’t a part of her unique marketing strategy.
“Collaborations weren’t really a thing back in 2012,” she stated. “When Sofia Richie approached me about designing a collection together, I couldn’t say no. The most rewarding part is bringing someone’s vision to life and creating something that feels personal to both of us,” stated Aiello, who has subsequently turn out to be her personal poster lady. In the Frankies Bikinis x Khy marketing campaign, Aiello poses side-by-side with Jenner, each sporting leopard-spotted collab bikinis. Kendall Jenner’s remark beneath an Instagram put up selling the launch stated all of it: “hot”.
Despite the label’s current success, Aiello hopes to keep up a private connection along with her followers, in addition to discovering new ones. “My biggest goal is to continue growing our swim and apparel lines and reach more women around the world,” stated Aiello. “I want every girl to feel like there’s a Frankies Bikinis piece made just for her.”
For extra NCS information and newsletters create an account at NCS.com