Swim Briefs


HAH Hot As Hell as featured on Lingerie Briefs

I’ve been wrestling with the concept of sustainability for months now. It’s somewhat of a conundrum for the Lingerie and Swimwear Industry. How do we reconcile the main objective of feel and fit friendly garments, softness as a mission, with the reality of the fabric technology required to accomplish this goal? There are solutions, but as Sharleen Ernster, the founder of the eco-friendly brand, We Are HAH told me during a conversation we shared last week, “In this category, we have to come to terms with product purpose and be honest with our customer. But we must #startsomewhere.”

HAH Hot As Hell as featured on Lingerie Briefs

Sharleen conceived the We Are HAH brand in 2014 after departing as EVP Design for Lingerie, Swimwear and Apparel after a 13 year tenure at Victoria’s Secret. Her vision was/is to create sexy and confident products that did not sacrifice ethical production standards or comfort.  But, how does one develop wearable everyday sustainability? Even though Sharleen came from a position where she was privy to the newest technology available in the intimates market, this mission, as I mentioned above, faces major hurdles.  We Are HAH uses organic fabrics wherever they can , but the fact remains that certain fabrics inherent to intimate and swim design defy the marketing mantra (organic) for sustainability.

HAH Hot As Hell as featured on Lingerie Briefs

An obvious example is stretch fabrics, a lingerie and swim product touchstone. Sharleen works diligently to counter this fact, for example: by using ‘best in class’ LYCRA® XTRA LIFE™ fiber  in her swimwear. Lauded for its longevity and color retention, it does not fade and will survive years in a woman’s wardrobe. So, even though the fabric itself has a 40+ year lifespan, the end garment is sustainable because it is made to last. There is coolness in lastability. We Are WAH strives for #30wears. The conversation revolving around sustainability has shifted the focus to quality over quantity.

HAH Hot As Hell as featured on Lingerie Briefs

I could list a basket of brands that I have researched recently offering products whose sustainability is verified by governing agencies in this purview. Focused on a particular category, they use 100% organic fibers and maintain green production environments to insure their credibility. But the results are limited, simplistic in form, void of some of the critical technology that has advanced the bra, panty, and shaping construction that underscore many intimate and swim products. Often creativity is compromised.

HAH Hot As Hell as featured on Lingerie Briefs

What makes We Are HAH so special is their combined commitment to design, comfort, ease of use and conscious production. They understand that the quest for sustainability is an evolutionary process. This is a charismatic lifestyle collection, a complete mélange of intimates, swim and loungewear that doesn’t break the bank. The California vibe, always ahead of the cultural curve is front and center: casual, easy care garments; they are “sexy with a soul”. No wonder they have already won accolades twice from WGSN as ‘The Rising Brand of the Year’  since their launch in Miami in 2015.

HAH Hot As Hell as featured on Lingerie Briefs

“You Can’t Plan For Everything Or You Never Get Started In The First Place” ~Jim Butcher


Maison Lejaby Sprig/ Summer 2019 Swim Collection as featured on Lingerie Briefs

The 2019 Maison Lejaby Swimwear Collection is a perfect statement of the brand’s mission: clean, modern shapes that reflect an unapologetic bow to femininity and individuality. The bold colors and architectural designs melded with Lejaby’s heritage French attitude are a fresh approach to bathing suits meant for a contemporary woman. They don’t break the rules, but they certainly bend them to their ideal.

Maison Lejaby Sprig/ Summer 2019 Swim Collection as featured on Lingerie Briefs

The SCULPT collection (pictured above) is one of many  dynamic swim collections constructed with the Lejaby engineering expertise. Comprised of a wide assortment of styles, up to 9 shapes per group, ranging in sizes B-G cups and XS- XL bottoms these  pieces are spot on fashion statements. They are constructed in the finest swim fabrics and trims and aptly  function in the sun, water and sand.


Maison Lejaby Sprig/ Summer 2019 Swim Collection as featured on Lingerie Briefs

Maison Lejaby Sprig/ Summer 2019 Swim Collection as featured on Lingerie Briefs


Maison Lejaby Sprig/ Summer 2019 Swim Collection as featured on Lingerie Briefs

Maison Lejaby Sprig/ Summer 2019 Swim Collection as featured on Lingerie Briefs


Maison Lejaby Sprig/ Summer 2019 Swim Collection as featured on Lingerie Briefs

Maison Lejaby Sprig/ Summer 2019 Swim Collection as featured on Lingerie Briefs


Maison Lejaby Sprig/ Summer 2019 Swim Collection as featured on Lingerie Briefs

Maison Lejaby Sprig/ Summer 2019 Swim Collection as featured on Lingerie Briefs


Maison Lejaby Sprig/ Summer 2019 Swim Collection as featured on Lingerie Briefs


Maison Lejaby Sprig/ Summer 2019 Swim Collection as featured on Lingerie Briefs



MIMÌ À LA MER swimwear as featured on Lingerie BriefsMIMI A LA MER 

Anyone who knows me knows that I have this thing with stripes. I don’t wear them, but they have a strong presence in my home, particularly in Mexico where vivid color and pattern melding just works. It’s no surprise, then, that I notice them everywhere on the swimwear scene for 2019. Cabana stripes, pinstripes, border stripes, curvy stripes, vertical, horizontal and perpendicular. Stripes with flowers. Stripes with geometrics . Stripe beachwear is prevalent this season. Truth be told, stripes have always been correlated with chic water wear. Just use the term nautical when speaking in fashion terms and they emerge. They are a staple in casual wear. The current incursion of swim to street, like intimate apparel, makes the statement that much more prescient.

Flagpole swimwear as featured on Lingerie BriefsFlagpole Swimwear

Prima Donna swimwear on Lingerie BriefsPrima Donna Swimwear

Curvy Kate Swimwear on Lingerie BriefsCurvy Kate Swimwear

Aubade Swimwear on Lingerie BriefsAubade Swimwear

Prima Donna Swimwear on Lingerie BriefsPrima Donna Swimwear

Albion Fit swimwear on Lingerie BriefsAlbion Fit Swimwear

LOU Swimwear on Lingerie Briefs LOU Swimwear

Amoressa Swimwear as featured on Lingerie BriefsAmoressa Swimwear

Freya swimwear on Lingerie Briefs Freya Swimwear

Fantasie Swimwear on Lingerie Briefs Fantasie Swimwear

Marlies Dekkers swimwear on Lingerie Briefs

Marlies Dekkers Swimwear (more…)

Get ready for Cruise Season with Anita and Rosa Faia Swimwear! SS19

Aluna Wave, a captivating zigzag pattern with delicate stripes in black and white. This print looks fantastic with the matching bottom as well as a solid black color. The Aluna Wave series can be purchased as mix & match separates and is available in our Rosa Faia and Anita Care collections.
Another successful pattern is the Utopia series, which is available in the Anita Care and Anita since 1886 collections.Utopia swim collection from Anita for 2019 - featured on Lingerie BriefsIt combines contrasts of abstract leaves in vibrant trend right shades of blue and emerald, which displays a fresh and modern look.
Utopia swim collection from Anita for 2019 - featured on Lingerie BriefsThe Pretty Dots Series, available in the Anita Care and Anita since 1886 collections, features a retro look with its uniquely shaped white dots with bright pink highlights.
Pretty Dots swimwear 2019 available in Anita Care and Anita featured on Lingerie BriefsThe wide selection of styles in this series ranges from feminine chic swimsuits to a charming swim dress.
Pretty Dots swimwear 2019 available in Anita Care and Anita featured on Lingerie BriefsAnother beautiful pattern of our 2019 swim collection is the Alani Bay series that unites graphic mini dots with the radiant Hawaiian flower print.
Alani Bay mix & match swim separates from Anita - featured on Lingerie BriefsThe contrasts offered by the floral and graphic prints create a charming retro feeling that can look great with our solid color bottoms in midnight blue and poppy red. The Alani Bay Tops and Bottoms come as mix & match separates and can be combined in various ways.Alani Bay swimwear from Anita - Rosa Faia and Anita Care collections featured on Lingerie BriefsThis series is available in our Rosa Faia and Anita Care collections.
Alani Bay mix & match swim separates from Anita - featured on Lingerie Briefs


Kai Resortwear 2019 Swimwear on Lingerie BriefsKai Resortwear

London Swimwear Show

A riot of colour, a plethora of prints & a hot, sunny Sunday afternoon in Marylebone marked the start of the U.K. Show season with London Swimwear Show.

Clearly this show has gone from strength to strength over the last few years and now takes over a large part of the first floor of the elegant Radisson Blu hotel and after spending the day with the creme de la creme of the UK swimwear world,  I’m delighted to say that the London swimwear market is alive and kicking with both brands and retailers reporting strong sales, lots of new designers on the scene and a clear investment in technology, innovation, new designs & fabrics from the big-name labels as well as the newbies.

So, what are the hot swimwear looks that will hit the stores for SS19? Here’s the rundown of top trends as seen in London- you heard it here first!

Sporty /athleisure– courtesy of hot new brands such as Brissus, Jag and Goldwater Wear

Brissus Swimwear - featured on Lingerie BriefsBrissus

Jag London 2019 Swimwear on Lingerie BriefsJAG London

Swimwear as outerwear– swimwear is no longer just for swimming or sunbathing, as demonstrated by virtually all the brands at LSS. Whether its ubercool leggings from Goldwater wear, or swimsuits that wouldn’t look out of place worn with a pair of jeans for a night on the town from the likes of Gottex, swimwear is now a mainstream fashion item!

Goldwater Wear 2019 Swimwear on Lingerie BriefsGoldwater Wear

Gottex 2019 Swimwear on Lingerie BriefsGottex

Accessorise, accessorise, accessorise – it’s no longer enough to wear a bikini or one piece and a sarong. For supreme style create an entire look – cue hat, sunglasses, sandals, bag…and more. Leading the way are brands like Echo and Pia Rossini

Pia Rossini - featured on Lingerie BriefsPia Rossini

Fabric innovation – whether it’s ‘never-considered-for -swimwear’ fabrics such as sumptuous velvet or lace (Sunseeker and She Loves Swim); Luxe looks (Gottex), lingerie-esque bikini tops (Nicole Olivier), gold foil and tan-through straps (Goldwater Wear), sustainable swimwear made from recycled plastic (Brissus , West 79), reversible pieces (Chantelle, Moontide) or even 5-styles in 1 (Curvy Kate), innovation in design and fabric reigns supreme and has allowed some truly stunning swimwear to be brought to market for SS19.


She Loves Swim

Gottex Luxe 2019 Swimwear on Lingerie BriefsGottex Luxe

Nicole Olivier 2019 Swimwear on Lingerie BriefsNicole Olivier

West 79 - featured on Lingerie BriefsWest 79

Curvy Kate 2019 Swimwear on Lingerie BriefsCurvy Kate

Flirty and feminine – if sporty isn’t your thing then don’t despair! With gorgeous girly looks (Guess) checks, frills, ruffles , polka dots…and lemons (Antigel, Agua Bendita, Kai Resortwear- it’s the season to bring out your feminine side too!

Cool colours – colour is certainly the watchword for SS19 – but it doesn’t have to be in your face – cue lots of Honey pot gold (Chantelle, Opera), grey (Moontide and West 49) and of course animal print – updated for SS19 courtesy of Gottex and Michael Kors

Moontide 2019 - featured on Lingerie BriefsMoontide

Mum & Me – With gorgeous kids swimwear from Elizabeth Hurley Beach and Pate de Sable including styles to match Mum, it’s never too early to indulge your little ones – start ‘em young!

Elizabeth Hurley Beachwear on Lingerie BriefsElizabeth Hurley Beach

Pate de Sable Childrens Beachwear on Lingerie BriefsPate de Sable

Dessous London

Hot on the heels of London Swimwear Show – and indeed just around the corner, in Blandford Street – came Dessous: the go to place for hip new lingerie and swimwear brands. With a curated collection of the most sought after indie brands combined with an Elvis entertainer to boot, this was the place to be!

The swimwear trends I observed at LSS were in evidence again at Dessous (I guess that’s what makes it a trend!) as well as some hot lingerie looks: here’s the lowdown from the Dessous design house:

Wear it the way you want- the merging of categories has never been more evident with brands showcasing swimwear as outerwear – aka beach a porter (JustMine), lingerie as outerwear -boudoir a porter? (Undress Code) and new brands with garments that span underwear/outerwear/beachwear and more (Danapisarra)

Justmine 2019 - featured on Lingerie BriefsJustMine

Danapisarra 2019 - featured on Lingerie BriefsDanapisarra

Undress Code 2019 - featured on Lingerie BriefsUndress Code

Colour and print – whether its scorching hot pink from With Love Lilly or reds & golds from Pure Chemistry, or sharp geometric prints from Undress Code and Just Mine – the colours are as hot as the weather this summer  – roll on another heatwave for SS19!

With Love Lily at Dessous London - featured on Lingerie BriefsWith Love LillyPure Chemistry 2019 - featured on Lingerie BriefsPure Chemistry
Justmine 2019 - featured on Lingerie BriefsJustMineUndress Code 2019 - featured on Lingerie BriefsUndress Code

And finally, a good dollop of sex – sex continues to move mainstream in London with lots of examples of erotic wear and fetish wear that doubles up as outerwear (Tru Demurr), the launch of an inspired collaboration with Playboy as well as a diffusion line from Coco de Mer, erotic wear for all shapes and sizes (Dream Girl, Atelier Amour), and oodles of erotic inspired leather via Something Wicked, as well as vegan leather (Bijoux Indiscrets, Tru Demurr)for the more ethical amongst us plus the ultimate edible love cosmetics (Bijoux Indiscrets.)

Tru Demurr 2019 - featured on Lingerie BriefsTru Demurr
Something Wicked 2019 on Lingerie BriefsSomething Wicked

Coco de Mer for Playboy 2019 - featured on Lingerie BriefsCoco de Mer for Playboy


The season ended on a high at INDX. Rapidly becoming the mainstay of the UK shows, and the primary venue for the big-name brands, INDX proves bigger and better each season (and gives free ice cream – perfect for the hottest summer the UK has known in decades!)

With strong representation from big name brands such as Empreinte, Lise Charmel, Wacoal and Charnos, mixed with edgy newcomers like Gold Water Wear and West 79 plus long-established brands that continue to delight or reinvent themselves such as Pleasure State, Mey and Ralph Lauren, INDX was a serious buying-fest. Time to get down to business and write those orders….

The stars of the show in my opinion?

Ralph Lauren swimwear – great, commercial swimwear in classic colours and designs for the more traditional amongst us or polo-emblazoned pieces for the logo lovers. Watch this space – this one will be hot!

Ralph Lauren Swimwear on Lingerie Briefs

Ralph Lauren

Ralph Lauren Swimwear on Lingerie Briefs

Ralph Lauren

Mey– long established but still lesser known in the UK, this German brand sports lingerie, swimwear and more for men and women and is in my view a hidden gem about to get bigger. I was lucky enough to try the Mey Joan bra – superb fit , gorgeous pale pink ‘daisy’ colour (a pretty alternative to skin tone for me) & super smooth – get in there!

Mey Joan Bra in Champagne

MEY Underwear 2019 - featured on Lingerie Briefs

MEY Underwear for Men & Women

Charnos and Pleasure State– it’s always great to see the established brands bring out new seasonal interpretations of their best -loved classics: cue Charnos’s incredible ink and rose gold hue and Pleasure State’s gorgeous take on Myfit in bluePleasure State Swimwear on Lingerie Briefs

Pleasure State

Nicola Jane and Amoena – ‘Specialist’ brands boasting styles that everyone will want to wear, especially thanks to the Melissa Odabash name check at Amoena!

So, there you have it – three different shows but each with some seriously hot lingerie and swimwear.

And while I’m exhausted after my London Show marathon, I’m also excited to reveal my post show predictions for what will be hot in SS19:


What I predict will be HOT TRENDS in SS19:

My top 3 SWIM trends: 1. Sporty chic  2. Beach a porter  3. Flirty, feminine luxe

My top 3 LINGERIE trends:  1. Athleisure  2. Boudoir a porter  3. Sex in the mainstream

My top 3 BRANDS to Watch:  1. Mey  2. Ralph Lauren Swimwear  3. Undress Code

My top 3 Trusted Favourites:  1. Gottex  2. Coco de Mer  3. Nicole Olivier

Hot UK Lingerie Brand:  STUDIO PIA
Today’s savvy shoppers are increasingly looking for ethically sourced lingerie and swimwear and the SS19 shows unveiled lots of new brands who are proud of their ethical status. A favourite of mine is Studio Pia – known amongst those in the know as providing the utmost luxury, they have just launched a capsule collection of Luxury Lingerie for the Ethically Conscious Bride. Pia says her aim is to ‘challenge preconceptions about ethical fashion aesthetics, and provide my customer with timeless luxury’ and boy does she deliver – take a look! https://www.studiopia.co.uk/

HOT UK Lingerie Retailer: BRAVISSIMO

Bravissimo’s aim is to inspire big-boobed women to feel amazing. With 29 shops including 4 in London, it’s an all round emporium for curvy girls and a great place to pop in for lingerie, clothing and swimwear  and a really uplifting experience – in more ways than one! They tell me, ‘We believe that big boobs are great, and we want to give our Bravissimo girls as much choice as someone who wears a 34B!’ As a 32g wearer right now, I say – good on them!’ Check them out for lingerie, swimwear and clothing for bigger boobs. https://www.bravissimo.com/


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