Going on Holiday Is My Favourite Hobby—8 Swimsuit Brands I Always Pack
Our take
The modern pursuit of leisure is shifting, and the article "Going on Holiday Is My Favourite Hobby—8 Swimsuit Brands I Always Pack" beautifully encapsulates this evolution. It’s no longer simply about *having* hobbies; it's about cultivating experiences that nourish the soul and offer a tangible escape from the everyday. Travel, particularly, has ascended beyond a mere vacation to become a deeply valued pursuit, a source of anticipation and joy. This resonates with a growing desire for authenticity and mindful living—a rejection of the constant hustle in favor of moments of deliberate stillness and beauty. The focus on swimwear brands, rather than broader travel guides, signals a shift towards curating the *details* of that experience, understanding that even the smallest elements contribute to the overall feeling of ease and contentment. It aligns with the broader cultural conversation around intentionality, where consumers are increasingly prioritizing quality and considered choices over fleeting trends—a sensibility we’ve explored in depth, as seen in “A Celebration of Versatility”: The Gorgeous Beauty Details Behind Lupita Nyong'o's July Cover Shoot.
The article’s understated approach—a curated list from a trusted voice—is key to its appeal. There’s a quiet confidence in recommending specific brands, implying a deep understanding of both style and quality, avoiding the overwhelming noise of endless options. This aligns perfectly with the ethos of quiet luxury, where discernment and understated elegance speak volumes. The emphasis on finding “the one piece you'll wear again and again” speaks to a desire for timelessness and investment over disposable fashion. We've observed similar sentiment in our coverage of seasonal trends, like the shift away from fleeting micro-trends and towards enduring styles, as detailed in Who Likes Short-Shorts? 5 Trends Petite Women Should Have on Their Radar This Summer. This signals a broader move away from hyper-consumerism and towards a more conscious approach to acquiring possessions—a focus on pieces that offer both aesthetic appeal and lasting value.
This trend also reflects a deeper cultural shift in how we define luxury. It’s less about conspicuous displays of wealth and more about experiencing beauty, comfort, and ease. The article’s focus on destinations like the Caribbean and European adventures reinforces the idea that luxury isn't just about price point, but about creating a mood, an atmosphere, a feeling of being truly present and carefree. It's a sensory experience, and the right swimwear becomes a vital component of that. The mention of “Seventies-inspired patterns, vibrant colors, and an unmistakable Italian holiday spirit…” further underscores this connection between style and a specific, aspirational lifestyle, a sensibility that feels very current, mirroring the renewed appreciation for classic aesthetics and effortless chic that is gaining traction, as evidenced by French Women Are Skipping Dainty Florals for This Bold Summer Print Trend.
Ultimately, this article highlights a crucial point: the rise of experiential luxury. People are increasingly investing in experiences – travel being a prime example – and the supporting elements that elevate those experiences. Swimwear, previously a seasonal necessity, is now a carefully considered component of a larger narrative about self-care, mindful living, and the pursuit of beauty. It prompts the question: as travel continues to evolve and become more accessible, how will brands further integrate themselves into these curated lifestyle narratives, moving beyond simply selling products to becoming purveyors of entire experiences, imbued with a sense of effortless style and emotional resonance?
If I was asked the dreaded "what are your favourite hobbies?" question during a job interview, "travelling" would be my top answer. I don't know about you, but having fun adventures to look forward to is key. Be it the Caribbean (the dream), a European adventure or a trip to explore the UK coast, I'm happiest by the sea. So of course my favourite season, and outfits, are all things summer adjacent. Over the years I've gone from being a serial over-packer, to someone who has a small edit of pieces that always come on a hot-weather trip, and a refined edit of swimwear always goes in to my suitcase first.
While team Who What Wear UK has already crowned the best bikini brands this summer, I want to show you the one pieces that never fail to make me feel my most confident. And of course, some of them are tapping into key swimwear trends already dominating the season. Whether it's Zimmermann's bow-detail styles, unlikely colour combinations at & Other Stories or the collaboration on every fashion person's radar (hello, Hunza G x Burberry) these are the 8 swimsuit brands that I, a holiday-obsessed fashion editor, doesn't go on a trip without.
The 9 Best Swimsuit Brands I Always Rate
1. Away That Day
Style Notes: I own the exact Away That Day swimsuit that Anisha is wearing, and for the last two years, it has been the one I wear every time I want to feel my absolute best. Made by women, for women, the London-label never fails to deliver on cinching silhouettes and smooth lines across its swim and resortwear offering.
Shop Away that Day:
This one had me at the square neckline.
Everyone can appreciate a chic white swimsuit, but especially brides-to-be.
I also now want the iconic Cannes swimsuit in butter yellow.
2. Monday Swimwear
Style Notes: I've only recently tried Monday Swimwear, and at once, I was hooked. Once you figure out the sizing (it measures by letters, luckily there's a handy size guide online) you'll be able to find the dream fit. I love that each texture or print created by the Aussie label comes in a whole range of different swim silhouettes, colours and co-ordinating pieces.
Shop Monday:
The halterneck and belt gives this baby blue one piece a vintage feel.
You can never fail with a well-cut black swimsuit.
This is very Pucci girl summer, and I'm all for it continuing for 2026.
3. & Other Stories
Style Notes: When it comes to high street swimsuits there's few that I, and most other fashion people, rate more than & Other Stories. It's the attention-to-detail, prints and statement-making necklines that always get my attention. This summer, I'll be going for brown and blue colour pairings or sunshine gingham. The only downside? They have a habit of selling out faster than most brands.
Shop & Other Stories:
Hello, new favourite colour combo.
I would also style as a top with linen trousers and strappy sandals.
Bring the sunshine to wherever you are.
4. Hunza G
Style Notes: Pretty sure I don't need to tell anyone about the joys of Hunza G. If you've tried the 'one size fits all' shirred swim then you'll know how 1) comfy they are, and 2) how they never fail to make you look and feel effortlessly put together. Something that not all swimwear brands have managed to do. If it isn't the Burberry collaboration you'll want this summer, it's the new beaded iterations.
Shop the Brand:
The colour, the cut, the beads—I'm sold from all angles.
The Hunza G x Burberry collab has every fashion person in a chokehold.
You'll never go away without this one.
5. Eres
Style Notes: Founded in the '60s, French fashion label Eres has had a good few decades to secure themselves as one of the chicest swimwear brands of all time. And for 2026, this still stands. With the premium quality you would expect from a Parisian designer, there's no expense spared when it comes to styles you'll wear on heavy rotation for years to come, and I would add any of these ones below to my forever one piece edit.
Shop the Brand:
I'm imagining this to the beach bar with a crochet maxi skirt and raffia bag.
There's a matching skirt with this one (and yes, it also has pockets).
All about those side cut-outs.
6. Youswim
Style Notes: Youswim creates fuss-free minimalist swimsuits that'll go the distance; you know, the suits you'll pack for every destination and the one you'll want to buy in multiple colours. Luckily, each one of its 11 designs is made in around 12 colours, in two sizes, designed to be stretchy and suit UK sizes 6-16 and 18-28.
Shop the Brand:
That racer neckline is a detail I often look out for.
A true classic.
The new Juno one piece is getting a lot of love on Insta, and for good reason.
7. M&S
Style Notes: I tried the M&S chocolate cookie cup this week and can confirm it's 10/10. But we're not here to talk about the picky bits, all eyes are on the new swimwear drop. The high street brand always manages to get the technical elements right, as well as the aesthetic, of course. From cup size one pieces (up to GG) to tummy control, the designs just always hit different.
Shop the Brand:
This one looks like a certain designer swimwear style.
Love that this one comes in cup and back sizes to ensure it fits as well as my favourite bra.
So easy to also style as a top for poolside drinks.
8. Zimmermann
Style Notes: Sometimes the best swimsuits are the ones that have the power to command attention. From playful floral prints to bow details and cut-outs that add instant interest, Australian label Zimmermann never misses with its swimwear collection—or clothes, bags and shoes, for that matter.
Shop the Look:
Clash with printed shorts for the full Zimmermann look.
Because animal print everything gets a firm yes this season.
I'm seeing this as a monochromatic look with Broderie anglaise trousers.
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