How Swimwear Has Revolutionized the Women’s Fashion Industry



Going for a swim, or heading to the beach there is one activity that everyone loves throwing themselves into and that is swimming with the modern fashion trends and advances there are swimwear made with specific material to help you swim and be kept comfortable, spandex being one of the most used items when creating swimwear in today’s industry.

It has become essential for women to own swimwear for every occasion and type to attend pool parties or a relaxing outing with friends at a jacuzzi. The tremendous demand for swimwear in all these domains has led to a revolution in the Women’s swimwear industry, this blog dives into that revolution.


The modern-day bikini was created by a French engineer who left his career of working the motors to pursue fashion; it was first worn in swimming pools in Paris and soon spread across the globe. Becoming a staple in swimwear. Keep in mind this all happened at the time when the first Cannes Film Festival took place and when The Second World War had ended.

Even though It wasn’t the first swimsuit or the only two-piece outfit available at the time. But it changed the entire industry when it was re-designed to wear to the pool and beachside. An effect seen to this day.

In ancient Greece and Rome, mosaics found in Villa Romana Del Casale show women participating in sports while wearing head scarfs, tops, and bottoms. Even the Victorians, who had an increasing interest in spas, were not too keen on their incursions in outdoor bathing: Dating back to old history, show women dressed in long dresses or sometimes tops and shorts when they were visiting the beach.

Society and industry in the first half of the 20th century didn’t accept the rapid change in trends in swimwear and saw a rapid reduction in the cloth needed to make new swimwear. It was a  journey surrounded by controversy, when Australian swimmer Annette Kellerman wore a tighter single-piece bathing suit in Boston during the year 1907, even though it covered her from neck to toe, she was arrested for indecent exposure.

With the arrival of the 1920s, society had changed and a trend that showing off more skin than usual was less daring had developed. The 1930s saw the back and sides of swimwear gaining increased exposure and space.

Stars like Jayne Mansfield, Rita Hayworth, and Ava Gardner appeared in the beautiful dresses and swimsuits designed by the legendary Ava Gardner. This led to countless pinups and showgirls adopting a trend of wearing revealing pieces and increasingly wearing two-piece dresses. Society still had mixed feelings about accepting such sudden change but the view kept shifting. When the Hays Code was passed a set of rules came into effect in Hollywood that from 1934 barred the display of the belly button in films, which meant that the bottom and top of the two pieces would be forced to reach the waist.


It was only after World War II that the Hays Code was altered and the belly button would be displayed. In the summer of 1946 two designers, Jacques Heim and Louis Réard came into the picture; their new pieces were provocative for the social ideology of the time and took longer to be accepted into society.

Even though swimwear was initially banned, it was slowly incorporated into films, art, and, later, into the daily lives of several people in the world.

In 1962 a movie was stopped due to a bikini and from that moment on it became widely accepted. The event was when Ursula Andress acted in Dr. No, one of James Bond’s most famous movies. Andress’s white bikini was a huge success and made a memorable mark on history as the lower part of the two-piece featured a wide white British Army belt with brass buckles and a scabbard on the left side to hold a large knife.


In an era of change every second, you may have noticed the growth in the search for versatile fashion items that are comfortable and stylish. Whether choosing fabrics that pollute the environment less, choosing brands that create a friendly work environment and enforce human rights on exploited workers, or even deciding to purchase second-hand clothes. 

A recent survey by McKinsey revealed that, during the pandemic, 57% of respondents made significant changes to their lifestyle and made it more sustainable. For the interviewees, the 3 main expectations regarding fashion brands are that they should: “minimize the negative impact on the environment”, “Take care of the health of their employees” and “improve working conditions in developing nations and pay properly without utilizing child labor of any age.”

Swimsuits are designed for activities in the water, and our oceans suffer from pollution and constant degradation. For this reason, many brands are concerned with preserving marine biodiversity and creating collections and products that contribute toward sustainable values.


Now that you are aware of the various factors that affected the revolution and how the industry functions today, implementing new designs and colors every day to make their product available to every individual with their own unique needs. To purchase your very own unique swimwear be sure to visit ‘HELLO MOLLY’ their store offers a wide range of swimwear catering to all your needs from indoor pools to the sea.