Every summer, there’s a specific time when it’s clear which celebrities have transitioned from endorsement deals to something more long-term. It’s not when they share a sponsored beach photo; rather, it’s when their swimsuit line is still available three years later, stocked at Bloomingdale’s or Revolve seen by people who don’t know who started it. That’s the cutoff point that counts by that standard, a few well-known figures have discovered something that others obviously haven’t.
Perhaps the most obvious example is Frankie’s bikinis. Established in 2012 by Mimi and Francesca Aiello, a mother-daughter team operating out of a Malibu home, the brand initially expanded discreetly before emerging as the label that appears effortlessly on every celebrity Instagram feed. Regulars include Devon Lee Carlson, Bella Hadid, Hailey Bieber Kylie Jenner.
The origin story small, coastal, intimate might be the key to its success. Even tho Victoria’s Secret now sells it, it doesn’t feel manufactured. Maintaining that balance is challenging.
Tropic of C by Candice Swanepoel is credible in a different way. Launching her own eco-conscious swim line in 2018 felt more like a natural progression than a celebrity money grab after years of modeling lingerie for Victoria’s Secret.
Kendall Jenner, Gisele Bündchen, Elsa Hosk other models who presumably recognize a well-made swimsuit when they see one are among the brand’s intriguing fan base. Swanepoel seems to have created something she genuinely cared about. Although it’s still unclear if the eco-friendly positioning influences sales or just conveys taste, it also helps.
Due to its delayed arrival and continued dominance, Kim Kardashian’s Skims Swim is arguably the most intriguing case study. Years after the swimwear market had become crowded with celebrity names, the shapewear brand didn’t introduce its swimwear extension until 2022.
Despite this, the line sold out quickly, received very positive reviews has since expanded to include a collaboration with Roberto Cavalli. Kardashian realized that her marketing machine is practically unrivaled, which explains both her success and the mild skepticism she still draws. The timing of the Sports Illustrated cover launch was ideal. It’s difficult to ignore the fact that Skims rarely acts in an accidental manner.
Not every well-known person has done it as well. As a reminder that celebrity reach doesn’t always translate across product categories, Kylie Jenner’s early attempt at swimwear was met with noticeably less enthusiasm than her lip kits. Despite its strength, the Kardashian-Jenner machine has its limitations. Since then, Jenner has changed her focus back to swimwear, working with Frankies Bikinis instead of prominently running her own brand.
Launched in 2017, Emily Ratajkowski’s Inamorata presents an alternative narrative. In addition to having a distinct esthetic that matched her public persona, the brand sold out within a day of its launch, which was a reflection of her massive social media following. Whether they were rational or not, consumers thot they were getting access to something real. The question of whether that remains true as the brand grows is one that is typically addressed gradually over several seasons.
A general rule has emerged: celebrities who excel in this area are typically those who were already well-established in the product category prior to becoming brand owners. Swanepoel spent years modeling swimwear. Ratajkowski gained popularity due to her attractive body and beachside style.
Even Love Island star Montana Brown, who introduced the eco-friendly brand Swim Society after filming was finished, appeared on TV for weeks in a bikini, giving her fans a good reason to be concerned about her attire. There is no shortcut the most resilient brands are those that seem like they would continue to exist even if the well-known individual behind them temporarily vanished from the news.
When a celebrity swimsuit line is introduced, it’s important to consider whether it would endure without the name attached. There is a good chance that it would with Frankies Bikinis and Tropic of C. It’s still up for debate with others.
i) https://pagesix.com/article/best-bikinis-and-swimsuits-according-to-celebrities/
ii) https://www.self.com/story/celebrity-swimsuit-favorites