Body confidence campaigns and the changing shape of British women are being credited with a surge in sales of bigger bikinis.
Womenswear retailer Simply Be has seen their best-selling bikini size rise from a 16, to an 18 over the last 24 months. Over the same time period their most popular bikini top cup size has increased from a 38D to a 38F.
Sales of bikinis are up by 37%, compared to 2016, with signs that the sales increase has further to go. Already this season figures for purchases of the popular two piece costumes are 31% higher than those for one piece swim suits.
Fashion commentators have drawn comparisons between a downturn in sales in retailers that only stock smaller sizes and the rise in sales of curve brands, particularly in the swimwear and lingerie ranges.
Both Vogue and Glamour magazine have credited the growing body confidence movement and models like Ashley Graham, a UK size 18 who featured on the cover of the Sport Illustrated famous swimwear edition in a ground breaking move two years ago, as factors encouraging and inspiring women of all sizes to enjoy wearing a bikini.
Graham is now labelled a “Supermodel” and alongside size zero models is among the fashion industry’s top ten earners, something body-positive activists say would have been unthinkable just a few years ago.
Laura MacDonald of Simply Be said: “As a fashion retailer that offers trend-led products in an extensive size range, it’s our job to make women look and feel amazing. Our swimwear range includes vibrant colour blocking, lace up detailing and tropical prints so everyone can find their perfect piece to feel great on that dream summer trip or sipping cocktails poolside with friends. We all know how we feel on the beach can make or break a holiday!
“Campaigns such as our recent size protest at London Fashion Week in February, which saw eight models ranging in sizes from 16 to 22 questioning the lack of curves on catwalk, have all played a part in supporting the body positivity movement which is continuing to encourage women of all shapes and sizes to embrace their bodies.
“It’s amazing that our best-selling bikini size is increasing and more and more women are choosing bold two-piece bikinis this season to show off their curves with confidence.
