Article updated on 19/02/2025
HOW TO CREATE A SWIMWEAR COLLECTION
How do you create a swimwear collection? What are the essential steps that every designer - or aspiring designer - must know before going into production? If your dream is to launch a successful beachwear line, you must know that the creation of the product is only one part of a much broader journey.
In this article, updated to new industry trends, we will see how to create a swimwear brand with a strategic approach and from a resort wear perspective. I will guide you through our Fashion Business Designer Canvasa useful tool to understand that design and production are only the tip of the iceberg when it comes to fashion.
We will also discuss the strongest trends we have observed over the past year and those that will dominate the scene in the coming season. In addition, we will make an initial analysis of how much does it cost to create a swimwear line and what budget you need to consider to start such a project. Finally, I will give you 6 basic tips to get off on the right foot.
Are you ready? Let's get started!
Imagine your own swimwear brand
Close your eyes and let yourself be carried away. You are on a golden beach, the sea shimmers in front of you and the gentle wind caresses your skin. All around, boys and girls are wearing beautiful, uniquely designed swimming costumes. You take a closer look and realise that they are indeed yours!
Here, this is the real goal of fashion designers: to see their creations come to life, to accompany people in their special moments, to become part of their summers. But beware: nothing happens by chance.
Creating a swimwear line is not just about making beautiful products and hoping they will be liked. The market is competitive and the consumer today is looking for more than just a swimming costume. They want a story, an emotion, an identity they can identify with.
That is why, before even thinking about the production of your swimwear lineyou have to build a strong identity for your brand. Who are you? What is the message you want to communicate? Who are you addressing? Only after answering these questions can you begin the real journey towards the creation of your collection.
Creating a costume brand means turning an idea into an experienceand that is what will make the difference between a simple swimwear line and a brand that leaves its mark.
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Why Be A Designer for Your Swimwear Line
If this is the first article you read, welcome to Be A Designerthe home of up-and-coming designers and those who dream of becoming entrepreneurs in the fashion world.
We are a creative team specialised in developing new collections and building fashion brands, we help designers and entrepreneurs turn their ideas into reality with customised consultations to launch fashion collections. Over the past few years, I have worked on many different types of products, each with unique characteristics that influence both the production and the business model.
But how to create a swimwear brand and what differentiates it from the creation of a more 'classic' fashion line?
- Why it makes sense to develop it with a vision resort wear?
- What are the best strategies for selling and distributing swimwear?
- How much does it cost to create a swimwear line and what investments are needed?
If you are thinking it is the right time to launch your own fashion project, it is essential to have all the information you need to get off on the right foot. In this article we will look at the main aspects of creating a swimwear collection and see how to design a beachwear brand that can succeed in today's market.
As always, we will use our Fashion Business Designer?the instrument of Be A Designer designed to make the brand development process clear, simple and structured. I will guide you step by step to understand the peculiarities of swimwear production and how best to organise your business.
BEFORE YOU START: YOUR REMINDER
To best follow my method, I advise you to print the Fashion Business Designer canvasavailable in your private area of the Fashion Business Academy. You will also find a free video course with downloadable materials to help you understand each step.
The Canvas is designed to be used in conjunction with my manual "You also want to be a designer"where, at the end of each chapter, you will find practical exercises to fill it out correctly. If you haven't bought it yet, you can find it at HERE.
Now we can begin! Let's start with the first essential step for creating a successful swimwear line: the Brand Designwhich you will see highlighted in red in the image below.
How to create a swimwear brand and get it off the ground
A production of swimwear To be truly successful requires a clear vision, a strong identity and a well-defined strategy. The swimwear sector has unique dynamics compared to traditional fashion or accessories, and understanding the peculiarities of this market is essential to emerge.
In this guide we will analyse how to create a swimwear brand, exploring the creative process, the choice of materials, the construction of the collection and how much does it cost to create a swimwear line. Following our Fashion Business Designer Canvaswe will delve into every fundamental aspect of structuring an iconic brand.
BRAND DESIGN:
How to structure the design of your Beachwear Brand
1. THE IDEA: THE IMAGERY OF A SWIMWEAR BRAND
A swimwear brand is born within a very specific imagery. Tropical beaches, aperitifs at sunset, days mingling with nights of parties by the sea. Creating a swimwear brand means selling not only a product, but a true way of life.
In the world of fashion, it is not just about making clothes, but about proposing an experience, an identity that customers want to make their own. This is even truer for swimming costumes, which have a strong emotional impact: a swimming costume is not meant to cover, but to enhancing the bodyleaving the wearer metaphorically 'naked'.
Even in cases where the function seems to be reversed, the logic remains the same: highlighting what the customer wants to communicate about themselves. In 2021 we worked on a project on the gods Burquini for one of our customers and I can assure you that the logic is the same even though the function would seem at first sight to be to cover everything!
If you really want creating a swimwear brandyou need to have a clear vision from the outset, because this product is deeply linked to the perception of the body and the self-esteem of the customer.
Every fashion product has two fundamental dimensions that guide its creation:
- FunctionalityA swimming costume must be resistant to water (fresh and salt), sweat, sun, sand and weather. It must perform as well as a technical or sports garment.
- Perceived valueThe customer is not just buying a garment, but a set of intrinsic and emotional qualities.
COLLECTION DESIGN:
How do you structure the collection part of your swimwear line?
DETAIL OF THE COLLECTION DESIGN DIAL:
2. WHEN TO SELL YOUR SWIMWEAR COLLECTION?
One of the most common mistakes in producing a swimwear line is to consider seasonality as a limitation. If the sale of swimwear follows precise cycles, your brand must be structured to overcome this seasonality and guarantee continuous sales all year round.
This is why it is essential to build a Collection Pyramid, i.e. a structure that balances the main product (swimwear) with complementary articles that expand the offer and lifestyle vision.
Examples of complementary products based on brand positioning:
For a men's brand
- Luxury/Yacht Style: lightweight shirts made of high-quality linen and cotton for an elegant sailing style.
- Sporty/Fun: Lightweight k-ways with the same patterns as the swimming costumes or neoprene surf bodysuits.
For a women's brand
- Premium/Aspirational: swimming costumes with precious inserts (crystals, metal details, 3D screen prints) that transform into elegant leotards for the evening.
- Casual/Resort Wear: silk cover-ups, matching shorts or accessories.
Structuring the collection in this way makes it possible to maintain steady sales even out of season and to strengthen the brand identity.
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3. THE CHOICE OF MATERIALS FOR THE PRODUCTION OF SWIMWEAR
La production of a swimwear line requires a targeted choice of materials. Unlike other fashion sectors, costumes use predominantly synthetic fibres, in particular polyester and nylon with a percentage of elastic fibre for comfort and fit.
The main characteristics of swimwear fabrics include:
- Fast drying
- Chlorine, salt and UV resistance
- High elasticity and mouldability
- Eco-friendly fabricsrecycled materials from marine plastics for a greener offer
If your target audience is sustainability-conscious, use regenerated polyester from recycled plastic can increase the perceived value of your brand and tap into a growing market share.
4. APPLICATIONS AND PRINTS TO PERSONALISE THE BRAND
When it comes to swimwear fabrics, polyester is the undisputed star. Being a synthetic material, it is usually solution-dyed to ensure resistance to light and weathering.
However, to make your collection unique, you can customise your garments with:
- Sublimation ink jet printsperfect for exclusive patterns
- Silkscreen relief detailsto give more value to premium models
- Metal or crystal applicationsideal for a luxury line
Colour and print play a key role in the identity of a swimwear brand. If you want to create your own swimwear production, you should choose a distinctive palette and developing iconic patterns will help your brand stand out in the market.
Some examples of prints typical? of costume design.
How much does it cost to create a swimwear line?
If you are thinking of launching your own swimwear brand, you are probably wondering at this point: "How much does it really cost to make swimwear?" Let's see it together in detail!
To start your own swimwear line, it is important to consider some standard cost items, as well as variable factors related to the type of product you want to make. At the end of the article you will find a link to learn more about how we can support you in creating your collection.
1) Cost of fabric: the heart of your beachwear collection
What material are the swimming costumes you want to produce made of? Consider that usually, the fabrics most commonly used to make swimming costumes are:
- Synthetic nylon fibre fabricsdurable and versatile.
- Lycra stretch fabricsideal for tight-fitting costumes.
- Polyester fabricspractical and durable.
These materials, often produced in Italy, are available from 4.50 ? per metreready for printing. If you want a swimwear fabric with special features, such as technical fabrics or made from recycled fishing nets, the cost will be higher.
An advantage in the production of swimwear is the low consumption of fabric: from 1 linear metre (height 160 cm) you can get about 4 costumesdepending on the model (men's, women's, one-piece or bikini).
2) Cost of printing to personalise your swimwear
The most common technique for printing swimwear is the sublimation transferwhich guarantees bright, long-lasting colours and makes for beautiful, customisable swimwear. Due to recent price rises, the cost is around 12 ? per linear metreespecially for small quantities.
3) Cost of modelling: the basis for creating perfect costumes
In order to start your swimwear production, it is essential to create a made-to-measure model. The cost for developing the pattern, sizing and corrections (clearance) is approx. 200-250 ?. This phase is crucial to obtain well-made garments that are suitable for your audience.
4) Cost of accessories and labels: details make the difference
In the production of swimwear, accessories and labels are essential to complete the product and enhance the brand. Each swimming costume requires standard and customised labels, containing essential information such as size, composition and washing instructionshelping to make the product recognisable and conform to market standards. An important element is the inner liningmade from fabrics that are soft and gentle on the skin, indispensable for comfort and quality.
Finally, the extra details can make a difference: embroidery, decorative rings, beads or metal inserts add a touch of uniqueness, making the costume distinctive and more attractive to the end customer.
5) Cost of packaging for your costume brand
The cost of packaging in Italy for small quantities is between 15 and 20 per piecedepending on the complexity of the model. Working with Italian workshops guarantees quality and attention to detail, enhancing the value of Made in Italy.
To give you an idea, the average cost to make a swimming costume in Italy, in limited quantities, using quality materials and ready to sell, is between 25 and 35? a piece.
This estimate allows you to understand immediately that competing on price with the fast fashionwhere costumes are sold between 8 e 15 ? (often produced in countries such as Bangladesh or Pakistan), it will be impossible.
To stand out in the market, it will therefore be essential create a unique productwith a recognisable style e a strong brandcapable of justifying an adequate mark-up on the final price. Generally, to obtain a sustainable margin, the recommended multiplier is between x2.5 and x3 compared to the cost of production.
The value of your brand will be the real asset to emerge and conquer the market!
What to do after defining your swimwear line
We explored together the main features that make the creation of a swimming costumes accessible and challenging. On the one hand, we are talking about a simple product that requires little fabric and lends itself to endless customisation possibilities thanks to printing. On the other, it is essential to strategically address the initial costssupporting them with targeted marketing actions and building a brand capable of conveying energy, style and the dream of a life at sea.
You now know all the main cost items for producing swimwear in Italy. However, products will not sell themselves! For this it will be essential to plan carefully:
- Marketing Expensesto make your brand known and attract your ideal customers.
- Logisticsespecially if you decide to sell online and manage shipments.
In our method BAD (Brand, Action, Distribution) we address each step, making all aspects of creating and selling a fashion line clear and simple, even for beginners.
If you found this article useful and would like to read more, I recommend you read my bookwhere you will find strategies and tips to transform your passion for the swimming costumes into a real business.
To conclude, I want to leave you with 6 valuable tips to get off to a good start!
1) Attention to fit: gravity matters!
Whether swimwear for men or women, fit is a crucial element. Each model is designed to fit the body, respecting volumes and proportions that may vary from person to person.
If in the creation of a clothing collection, fit is important, in the modelling of a line of swimming costumes ? just like underwear and lingerie ? is absolutely essential. A good model not only enhances the silhouette, but also guarantees comfort, support and a perfect fit, which are essential aspects to win over the customer.
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The Borat costume is a nice example of how an object can become unintentionally ICONIC despite completely wrong design premises.
2) Choose materials carefully: quality and sustainability
The most commonly used materials in the production of swimwear are polyester and the Lycra?with very few exceptions. However, quality can vary greatly, and it is essential to select fabrics that guarantee comfort, strength and durability.
If you want to add distinctive value to your product through the?ingredient branding or emphasise the use of special materials in brand communication ? you can opt for sustainable fabrics, such as recycled polyester or materials from the plastics collected in the oceans.
Although these materials have a higher costcan become a powerful marketing tool, especially if they reflect the values of your target audience. Consumers increasingly reward brands that adopt eco-friendly choices, making sustainability a real emotional and competitive plus for your collection.
3) Packaging wants its part: enhance your swimming costume
The packaging is a key element for your swimwear line, just as it is for underwear and other small items. It's not just about containing and protecting the product: well-curated packaging helps create a unique customer experience, reinforcing the perceived value of your brand.
You can choose from several creative and sustainable solutions, customising them to suit the style of your collection. For example: fabric bags coordinated with the costume motif, biodegradable bags or boxes to convey your eco-friendly commitment, or more original packaging such as glass jars o transparent bottles reusable.
Carefully designed packaging is not just packaging, but an opportunity to communicate your brand's style, values and identity, turning the purchase into a memorable experience.
4) Create a complete experience and build your lifestyle world
In my approach, I always recommend starting with a clear focus on a product category. However, in the case of swimming costumes, the winning strategy is to embrace the philosophy of the lifestyle.
Therefore, I suggest you expand your offer with complementary articlescreating a collection structured along the lines of the Collection Pyramid?. This strategy allows you to offer customers a complete experience, reinforcing your brand identity.
Remember, however, that the focus of your collection must always be the swimming costumesthe absolute protagonists of your proposal. Ancillary items must enrich the experience, but without distracting from the main product.
5) Simple models, but with character
The swimming costumeAlthough it is considered a commodity, it is much more than just a garment: it is the perfect result of functionality, aesthetics and design. Finding the right balance between these elements is essential to create designs that impress and satisfy the customer.
Although the main function of the costume is cover the body, the real value is played out on the parts that remain uncovered. This is particularly true in women's fashion, where the the protagonist is the body itself. Your models must know how to respect this, enhancing the shapes through strategic cuts that enhance, emphasise and uncover in the right placeswithout ever losing sight of comfort and fit.
Simple does not mean banal: creates essential but careful designs, capable of expressing personality and styleletting the body tell its own story.
6) Overcome seasonality: turn limitations into opportunities
La seasonality should not be an obstacle, but an opportunity to make your brand dynamic and active all year round. Although the sale of swimming costumes follows a precise seasonal cycle, a targeted strategy will allow you to extend the sales cycle and keep the public's attention even beyond the summer.
You can do this by taking two strategic approaches:
- Explore new markets: Turn to countries with opposite seasonality to ours, such as Australia o South Americawhere summer coincides with our winter.
- Expand the offer with complementary products: During the colder months, propose articles consistent with your lifestyle concept, such as cover-ups, resort wear, beach bags or wellness accessorieswhile keeping the brand identity alive.
With a strategic vision and a diversified offer, you can transcending the boundaries of the summer seasonmaking your brand relevant and active all year round.
Want to create your own swimwear brand, but don't know where to start? Here is some inspiration
If you are thinking of launching your own swimming costumesthe first step is to get inspired! The world of beachwear is constantly evolving, and observing the past and future trends can give you valuable insights to build a unique and recognisable collection. From popular colours and fabrics to emerging silhouettes, every detail can become the strong point of your brand.
Here is a look at the key trends of 2023to those who have marked sea fashion in the 2024 and those planned for summer 2025, to help you find the perfect inspiration for your next collection.
Trends of 2023 in the swimwear world
In 2023, beach fashion mixed elegance, luxury and vintage referencesdefining versatile and sophisticated styles. Here are the main trends:
- Jewellery and precious details: The use of jewel inserts on the costumes added a touch of luxury and distinction, making the garments perfect both for the beach and for an aperitif on the beach.
- Earthy tones: Colours such as brown, sand and terracotta dominated the scene, bringing a minimalist and natural style in line with the trend of a return to simplicity.
- Halter necklines: American necklines, already popular in fashion, have also conquered swimwear, offering a sensual and versatile look.
- Silk scarves: In addition to sun protection, silk scarves have become a must-have, adding elegance and versatility to beach outfits.
- Reflective costumes: Super shiny fabrics, such as foil and Lurex, were all the rage, with bold colours such as cobalt, bright green and metallic shades such as silver.
- Linen shirts: Indispensable over swimming costumes, oversized linen shirts, especially in bright colours, were the perfect choice to go from the beach to the city in style.
Beachwear trends 2024: a colourful dive into the past
2024 was a year of the creativity, sustainability and a return to the pastwith a mix of textures, innovative designs and vibrant colours. Here are the key trends to consider for your new swimwear collection:
- Textured fabrics: Materials such as ribs, seersucker and ruffles offer interesting textures, making the costumes visually more appealing.
- Cut-out and strappy details: Bold cuts and decorative weaves will be the protagonists, for a sensual yet structured look.
- High-cut funds: The 80s bikini is back, with high-waisted briefs and a low cut to slim the silhouette.
- Earthy and neutral tones: Colours such as sand, olive green, terracotta and delicate pastels will bring a natural and refined touch.
- Asymmetrical styles: One-shoulder tops and irregular designs will add originality to classic silhouettes.
- Retro pattern: vintage prints, polka dots and 70s floral motifs give a playful and nostalgic touch.
- Sustainability: recycled materials and eco-friendly processes will be increasingly in demand, responding to growing environmental awareness.
- Sporty vibrations: swimming costumes with athletic details, such as racerback tops and high necklines, will win over those who love sport and beach activities.
- Pink colour: The star of the 2024 palette, pink will be synonymous with elegance, sweetness and femininity.
- Digital embroidery effect: Digital prints with an embroidered effect will offer a sophisticated style without the costs of hand embroidery.
- Shimmering fabrics: Metallic and shimmering fabrics will also make the costumes perfect for events and beach parties.
- Buckled design: Strategically placed decorative buckles will add striking and original details.
- Bright colours: Trendy colours include Optic White, Black, Sea Kelp, Radiant Red, Nutshell, Tidal Teal, Gold, Cornflower and Galactic Cobalt Shimmer.
If you want to discover more trends for 2024 in fashion and clothing, read my full article HERE!
Beachwear trends 2025: innovation and style on the beaches
Summer 2025 promises to be full of novelties in the swimwear industry, with trends combining innovation, sustainability and bold designs. Here is an overview of the most significant trends expected for the coming season:
- Sustainable and recycled fabrics: sustainability remains the focus, with an increasing use of recycled materials such as regenerated nylon. Costumes made from these fabrics not only reduce environmental impact, but also offer high quality and comfort.
- Asymmetrical designs: Costumes with asymmetrical cuts, such as one-shoulder or diagonal lines, add a modern and sophisticated touch, offering a balance between minimalism and distinctive details.
- Cut-out details: strategically placed cut-out details on the hips, back or neckline lend a sensual air to the costumes, while maintaining elegance and sophistication.
- Retro high waist: High-waisted bikinis, inspired by the 1950s, are making a comeback with contemporary elements such as transparent panels or decorative belts, enhancing the female silhouette.
- Neon colours and vivid hues Bright colours such as fluorescent yellow, lime green and fuchsia will take centre stage, ideal for enhancing the tan and adding energy to the beach look.
- Digital and geometric prints: digital prints with abstract and geometric patterns offer a futuristic and dynamic aesthetic, making each piece unique and eye-catching.
- Metal details: The inclusion of metallic elements such as buckles, rings and studs will add a touch of glamour and modernity to the costumes, making them perfect for those who wish to stand out.
- Ruffles and lacesRuffles and laces will continue to be popular, offering romantic and feminine details that add movement and visual interest to costumes.
- Animal prints: animal prints remain a bold and trendy choice, adding a wild and sophisticated touch to the beach look.
Observing trends is the first step in creating a successful swimwear line, but the real secret is to reinterpret them through the DNA of your brandcreating an original and recognisable collection. It combines textures, colours, innovative details and sustainability to create a costume collection that conquers the market and tell your vision.
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It's time to create your own swimwear line!
If you liked this article, leave me a comment below and share it on your channels. It will be a real pleasure to read and reply to you! ?
But now, I want to talk to you about the next step.
If you are reading this, it is because fashion is not just a passion for you. It is something more. Perhaps for a long time you have an ambitious idea in your drawer: create your own fashion brand. And if you are looking for answers on my site and not just in a magazine, it is because you feel that now is the right time to act.
I introduce myself: I am Corrado Manentiand for over 10 years I have been working alongside emerging and creative designers like you, helping them transform their vision into authentic collections and concrete business projects. I founded the first independent style office specialising in developing collections for new brandsaccompanying hundreds of creative people on their path to success.
And now, I want to do the same for you.
Together we can make your fashion dream come true
You want to join a innovative routetogether with myself and others visionary studentsready to conquer the fashion world? I guarantee that together nothing can stop us? not even Borat costumes! ?
Will 2025 be the year to bring your brand to life?
To find out, book a free consultation with me nowTogether we will assess the potential of your idea and how to turn it into a concrete project.
Don't let your dream remain locked in a drawer. The time to act is now.
Schedule your free consultation here and get ready to write the first chapter of your fashion story.
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At Corrado's is everything!
Until the next article!
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