We all know the catchy tune of Itsy-Bitsy teenie weenie rellow polka dot bikini, but behind the somewhat retro jingle, a new wave of designers and brands is reimagining this classic with a modern twist: sustainability, inclusivity, comfort… and, of course, a generous dose of sexiness.
Leading this small revolution in swimwear: Vaea, Chiara, and g. Icons of Gen Z, they’ve gone from social media to sun-soaked beaches, bringing a breath of fresh air to the timeless bikini with a bold mix of transparency and digital influence. Let’s take a closer look.
A revamped bikini
Long associated with a certain idea of provocation, the bikini has now become a staple of the summer wardrobe, one of its most iconic classics. Invented in 1946, it has taken on countless shapes, sparked endless controversies, and inspired just as many anthems from Brigitte Bardot to Dalida with her unforgettable Itsy Bitsy Teenie Weenie Yellow Polkadot Bikini. While mindsets have evolved significantly, this modest piece of waterproof fabric remains a symbol of unrestrained, powerful femininity.
In 2025, it’s no longer just a symbol of freedom, it’s a playground and a statement piece for a new, increasingly committed generation. Feminist and environmental causes stand side by side: proving you can be sexy while consuming more consciously. Who says you can’t tan and take a stand at the same time?
Ethical awareness at the heart of the collections
Driven by gen z values, several young brands are rethinking swimwear production with a sustainable, local, and mindful approach.
Cornelia, launched by Chiara Poletti and her partner Matteo Mirambet, is a perfect example. Their first collection, Badalada, released at the start of summer, is made in Portugal using recycled European materials. With just four styles (pastel micro-bikinis, striped or polka-dotted), the brand focuses on sustainability, adjustability (thanks to adjustable ties), and comfort without compromising on style.
As for Belles des Pins, the brand founded by Vaea Brazier also produces its swimsuits in Portugal using Italian fabrics, some of which are recycled. Each drop is ultra-limited and highly anticipated on TikTok, where sold-out pieces generate as much frustration as excitement. The brand shows a degree of transparency by specifying the location of its factories (in China, Portugal, and Bali), the origin of its fabrics, and even its packaging—openly acknowledging that “this aspect could be improved, and relocating it is clearly part of our roadmap”.
Content creator Tycia Diverchy (@tyciadchannel) designed her first pink, bow-adorned bikini in collaboration with Réunion-based brand Kitouni Swimwear, founded by Virginie Nortal. A girly, sun-kissed piece that resonated with audiences and sparked a lasting bond between the two women, who have since become friends. Recently, they shared a campaign shot along the Marseille coastline, unveiling an exclusive capsule collection. A trendy blend of gingham prints and buttery yellow details, featuring the must-have bikini, as well as a shorty and a backless top, perfect for heading out after the beach or for those seeking a bit more coverage.
From social media to the shoreline
Masters in the art of communication, these women first made their mark on social media staging themselves, sharing their daily lives, their inspirations, and their bodies from every angle. Their job? Creating content, influencing, and above all, building an authentic bond with their community. By crafting a unique and inspiring universe, they’ve managed to grow a loyal audience… and save precious time when launching their own brand.
While launching a brand is still a risky bet, it can also pay off in the long run, offering financial stability and independence. These projects give them a more tangible way to connect with their audience: by designing clothes for other women, taking into account different body types, real needs, and moving beyond the styling work they already know so well.
From their Instagram feeds to the world’s most beautiful beaches, these next-gen bikinis are just getting started and they’re making serious waves.
