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The question asked
Best new British swimwear brands
From the recorded answer
!Collective Subconscious High Cut One Piece - HartiSWIM …
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Recorded answer text · ChatGPT · 18 October 2026
If you're looking for the best new British swimwear brands, I'd focus on independent labels with a distinctive point of view: sculptural one-pieces, flattering high-waisted bikinis, understated luxury and playful prints. The UK has a particularly interesting mix of emerging designers and smaller, design-led brands worth knowing.
I'd also separate genuinely newer labels from established British favourites that are still doing some of the best swimwear design.
## 7 British swimwear brands to know in 2026
!HRH Is The London Brand Supplying Fashion Fans With Retro Swimwear And OTT Scrunchies To Match | British Vogue
## 1\. HRH London
(Cool-girl favourite)
East London's cult swimwear label, known for statement bikinis and a fashion-insider aesthetic. A particularly good place to start if you want something youthful, directional and a little different. www.vogue.co.uk
Shop: HRH London
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!Fruity Booty Launches New Swimwear Collection | Hypebae
## 2\. Fruity Booty
(Playful and youthful)
A fun, colourful independent label with a cheeky, nostalgic feel. Worth exploring for bright colour combinations, graphic details and limited-run pieces. It also has a sustainability-minded approach to materials. malakye.com
Shop: Fruity Booty
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One to investigate for elegant, feminine swimwear, with pleated one-pieces, considered detailing and refined bikini silhouettes. Its pieces are designed in London using premium Italian fabrics and made in Portugal. www.allinstyle.co.uk
Shop: Sunthea Swim
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An independent British brand founded by two sisters. Think clean lines, flattering scoop necks, versatile colours and comfortable fabrics rather than elaborate embellishment. Its designs are created in London and made at a small family-run factory in Europe. tocoswim.com
Shop: Toco Swim
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![Mix and Match Bikini Sets - AWAY THAT DAY ™](
## 5\. Away That Day
A strong option for contemporary bikinis with sculptural cuts, bold colour blocking and playful prints. The brand launched in 2019 and focuses on regenerated fabrics and small-batch production. tocoswim.comwww.countryandtownhouse.comharbourandtide.com
Shop: Away That Day
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!Collective Subconscious High Cut One Piece - HartiSWIM
## 6\. Harti Swim
For statement prints. Its swimwear features original hand-painted artwork transformed into vivid, artistic designs. Ideal if you want a swimsuit that feels like a piece of wearable art rather than a basic holiday essential. www.hartiswim.com
Shop: Harti Swim
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![Davy J Bonded Long Sleeve Swimsuit | Sustainable Swimwear - Harbour & Tide](
## 7\. Davy J
For practical, long-lasting swimwear. A good discovery if you prefer understated designs and pieces suited to regular swimming as well as holidays. Its collections use regenerated nylon, including material made from recovered waste. harbourandtide.com
Shop: Davy J
## My shortlist by style
| If you want… | Start with | |--------|--------| | The newest-feeling fashion aesthetic | HRH London | | Fun, colourful bikinis | Fruity Booty | | Elegant, feminine luxury | Sunthea Swim | | Minimalist, understated swimwear | Toco Swim | | Sustainable, sculptural designs | Away That Day | | Artistic, statement-making prints | Harti Swim | | Swimming as well as sunbathing | Davy J |
For a wider view of the British swimwear scene, British Vogue's coverage of HRH London and this 2026 British swimwear edit from Country & Town House are useful starting points.
My first three to browse would be HRH London, Sunthea Swim and Fruity Booty - they offer quite different interpretations of contemporary swimwear.
Are you looking mainly for luxury, fashion-forward bikinis, flattering one-pieces, or genuinely new independent labels that few people know about? I can narrow the list to the most interesting options in that direction.