PRIMARK
Models wear printed bikinis

Fashion Trends

Sun, Sea And Swimwear

Classic styles in stand-out shades and trending textures

Mar 4 · 6 min read

It’s that time of year: with the first hints that the lighter, brighter days (we’ve been waiting for oh-so long) are coming, our focus switches from plush knitwear to all things sun-ready. Swim, beach, resortwear — transport us to somewhere we require less layers, ideally with a generous luggage allowance, and slather us in SPF, stat.

Model wears printed blue and white

And, perfect timing — our first women’s swimwear drop of the new year has landed and it’s stronger than ever. Classic styles reinvigorated by trending textures and fabrications, stand-out shades giving flattering fits a new season update and cover-ups to take you seamlessly from beach to dinner (or lido to park picnic).

Earthy Tones

Standout neutrals — not a contradiction in terms, but a chic approach to statement swimwear, with timeless crochet textures and warm sunset hues bringing a glow to even the chilliest of complexions. Become a wanderlust-worthy vision by mixing and matching block colour separates with co-ordinating cover-ups, choosing kimono and sarong styles that best suit your 2024 beach moodboard.

Model wears printed bikini
Model wears rust swimsuit with printed kimono

Coastal Hues 

Blue and white are synonymous with seaside vacays, both far-flung and closer to home. Exude beachy perfection in our classic bikinis, with triangle and V-detail top options, and one-pieces. Our tie-dye print shirt and trousers are a masterclass in packing light, with endless styling options from just two super-stylish pieces. Future-proof and fabulous: think a shirt, sandals and tote for day, bandeau top and trousers for night, a full set for travel. Sassy sunglasses, optional but advised.

Model wears blue coord over white bikini with beads
Model wears navy bikini

There’s nothing understated about this collection’s approach to dressing for the beach and beyond. Sun, sea and swimwear = yes, yes and yes.

Model wears blue and white printed bikini