Emerging trends, consumer shifts, plus an unpredictable political and economic global landscape. What can we expect for luxury swimwear and the resortwear market over the next few years? There is no doubt that 2025 has been one of the toughest years for the UK intimate and swimwear markets, even for the luxury brands. Speaking to our friends and colleagues in the industry, from the big global brands, through to local boutiques, we have all felt it. Yet, the mood in the market remains positive, which is fantastic.
The luxury swimwear market has consistently reflected both fashion-forward innovation and the evolving desires of discerning shoppers. In the past, even in a price-sensitive market, luxury brands have done well, yet 2025 was challenging, and the market remains cautious. Shoppers are increasingly looking for added value and luxury brands are in a good position to offer USPs that other brands may not be able to give their shoppers, such as personalisation, premium fabrics, technology and more.
Front and Centre: Sustainable and Ethical Swimwear
With sustainability regulations tightening around the globe and consumer awareness increasing, sustainability and ethical manufacturing are becoming an expectation among affluent shoppers. For many luxury swimwear brands, sustainability has been a key consideration for some time now, but it is increasingly important to communicate brand efforts to key shoppers, especially as awareness increases around the impact of climate change and plastic pollution on our oceans.
For Upshot PR’s client, luxury swimwear brand, BELIZA, sustainability really is front and centre as the brand is intrinsically linked to the sea. Its founder and creative head, Lisa Chotard, takes her inspiration from what she discovers in the deep while diving. The ocean is her driving force. Lisa discovered the beauty of the ocean and its enchanting creatures at an early age. She fell in love with the sea and diving as much as she loves fashion, and believes that there is a future that has room for both. Sustainability is a core consideration in every one of Lisa’s creations and BELIZA advocates transparency, respect and quality (durability). In 2026, more brands are set to prioritise sustainable materials, including recycled and regenerated fibres and offer their shoppers an insight into their ethical practices including transparent supply chains and more.
Personalisation and Customisation
The rise of personalisation sets to continue in 2026, especially among discerning customers. Many brands are offering tailor-made experiences such as bespoke fittings, customisable prints, monogramming and even customisable designs. Many brands, including Upshot client, Simone Perele, now offer removable jewellery or details such as tassels, pom-poms and various embellishments. This offers the shopper the opportunity to dress their beach and resortwear up or down, and personalise it to their needs and taste. AI-driven design tools will enable brands to offer shoppers the opportunity to co-create pieces, blending technology with traditional craftsmanship.
This level of personalisation will also support brands in supporting inclusivity. Inclusivity is more than a sizing exercise. When we talk about inclusivity in intimatewear and swimwear, in particular, there are shopper needs that simply cannot be ignored, such as designing for post-surgery, trans-gender considerations, gender neutrality, modesty or cultural considerations. Involving the shopper in the design process or offering bespoke tailoring, could potentially support some of these needs.
Tech-Infused Fabrics and Smart Swimwear
Sticking with technology, expect your swimwear to soon be able to remind you when it’s “time to get those steps in” or “seek shade”. Wearable technology is no new thing and activewear brands have been incorporating it for some years now but swimwear, especially luxury swimwear brands are increasingly looking for ways to add value and wearable tech may just be the answer. Furthermore, cutting-edge materials are making waves in the high-end swimwear space with features such as improved UV protection, moisture-wicking, temperature regulation, and durability. Fabrics created to last, add value and tick the sustainability box. This fusion of fashion and function will appeal to both style-conscious and health-oriented consumers.
But what about design…
While innovation leads the way in delivering stand-out features, the first thing that attracts shoppers will always be the design. How the product looks. Want to know the key trends for 2026 and beyond? All you need to do is grab a copy of Underlines‘ Swimwear Yearbook. The UK industry’s leading trade title highlights bold designs, loud luxury with embellishments and shimmering fabrics and retro styling as some of the key trends for the coming year. Another important trend, especially for the luxury sector, is the influence that luxury travel is having on design. Brands are increasingly drawing on global cultures, resort destinations and international art scenes to inform collections. Some, such as BELIZA, are even developing capsule collections designed for, or inspired by, specific locales, allowing brands to tell a story and connect with their shoppers. The idea that you could pack just a few pieces, mix-and-match them to adapt to beach, bar and beyond as needed, is an attractive prospect for jet-setting clientele.
Ultimately, the luxury swimwear sector is in a good position to continue to grow in 2026, as long as brands do not stop innovating and continue to have an effective dialogue with their audiences. While driving global fame, seek conversations on a local level. Connect and converse. Remain relevant.