Content Menu
● Summer 2024 Swimwear Trends
● Key Swimwear Trends for Summer 2024
>> 1. Scarf Prints
>> 2. Mermaidcore
>> 3. The Chanel Effect
>> 4. Childlike Prints and Motifs
>> 5. Investment-Worthy Classics
>> 6. Dirty Martini Green
>> 7. Sporty Bikini Briefs
>> 8. Balconette Bras
● KRISTEN NICHOLS
Summer 2024 Swimwear Trends
Heading into summer, there are plenty of upcoming trends and shopping items on our radar that span from vacation-worthy pieces primed for a suitcase to pieces destined to be worn by the best dressed wedding guests. Naturally, at the onset of summer, we're also thinking about swimwear and the key styles to shop this season, and there are noteworthy trends that have landed on our short list for summer 2024.
This season, swimwear is veering into a few camps. On one hand, we are seeing the resurrection of elegant prints with the influx of vintage Hermès and classic silhouettes, like '90s scoop-neck one-pieces, that resonate as shoppers continue to prioritize investment-worthy buys. On the other side of the spectrum, there are childlike florals and seaside-inspired designs that have playful elements at the forefront. Whether you're looking for a trend-forward piece that taps into what is new in the swimwear market or are interested in a timeless design that you'll have in your closet forever, there is something for everyone. Ahead, shop the eight biggest swim trends to know for summer 2024.
Key Swimwear Trends for Summer 2024
1. Scarf Prints
(Image credit: Courtesy of Loewe; @sophiaroe; @josefinehj; Courtesy of Tory Burch; Courtesy of Emilio Pucci)
Scarf prints are taking shape as one of the key patterns in swimwear for summer 2024. Vintage one-pieces from Hermès designed with sea motifs of shells and starfish are in hot demand. Just-dropped versions are also arriving at retailers. Brands such as Tory Burch, Loewe, and Pucci have new-to-the-market swimsuits designed with prints that evoke the look of a vintage scarf, whether it's a winding rope pattern or a heritage motif. The prints evoke a sense of other-era elegance that is resonating right now, so it's not surprising to see the prints gaining traction.
2. Mermaidcore
(Image credit: Courtesy of Mytheresa; @jastookes; @emmaleger; Courtesy of Net-a-Porter; @maggie_mccormack)
It's been about a year since The Little Mermaid came back to the big screen. Along with it came the unexpected mermaidcore micro-trend. Fast-forward to 2024, we're seeing the trend take on new legs. Design details are pushing the aesthetic forward. Adriana Degreas has shell-shaped tops. PatBo is affixing the seaside piece to a waistband on a one-piece. LSpace has built a seashell into a bandeau top. Regardless of the execution, the trend is sticking.
3. The Chanel Effect
(Image credit: @haileybieber; @victoriawaldau; @jastookes; Courtesy of Toteme; @sir__)
Call it the Chanel effect. Ever since the French fashion house resurrected archival swimwear designs on its S/S 22 runway designed with two-tone contrast trim, the swimsuit style has been in big demand—so much so that luxury product sourcers have been unable to fill requests for the original Chanel styles. If you've been trying to track one down, the good news is that there are plenty of options to choose from for summer 2024. New versions have now entered the market, often in black-and-white colorways that pay homage to the original. Some brands are also playing with updated color pairings, including a beautiful blue-on-blue iteration from SIR. They're simple, minimal, and very chic.
4. Childlike Prints and Motifs
(Image credit: @emrata; @kitkeenan; @isabellecoheen; Courtesy of Heavy Manners; @palomija)
Your inner child might be core to your summer wardrobe. That might mean embracing things you loved when you were young—those pieces that speak to the child within you. The fashion crowd is taking this heartfelt message into their personal wardrobes by turning their swimsuit drawers into a flurry of childlike prints and motifs. Even the most serious dressers who are known for wearing all black and elevated tailoring will be at the beach in playful prints that capture a sense of innocence.
5. Investment-Worthy Classics
(Image credit: Courtesy of Celine; @kelseymerritt; @hoskelsa; Courtesy of J.Crew)
One thing we are seeing across the fashion space is a return to investment-worthy classics, and that shopping mentality is translating to swimwear as well. Pieces from brands like Eres stand the test of time and prove to be smart buys to wear long beyond one season. Nineties-inspired sccop-neck one-pieces, simple triangle string bikinis, and pieces with elegant metal hardware have long-lasting designs and silhouettes that give them a long shelf life. While there are styles available at every price point, this is a space to spurge on a high-quality piece that you'll have in your closet for good.
6. Dirty Martini Green
(Image credit: Courtesy of Loewe; Courtesy of Hunza G; @kyliejenner, @tylynnnguyen; Courtesy of Tory Burch)
A key color prevailed in the fall/winter 2024 collections: dirty martini green. The shade appeared over and over on the runways, including the sheer hosiery looks in Anthony Vaccarello's Saint Laurent collection, separates in Matthieu Blazy's Bottega Veneta, and jackets with cape details in Chemena Kamali's debut collection for Chloé. While we predict it will be big in the second half of the year, the color is already making a big impact across fashion, including the swim space. The olive tones are versatile and wearable, acting as an easy neutral, and they have a similar elegance to rich hues such as burgundy. With strong market available already, this is a swimsuit color trend we expect to be big this summer.
7. Sporty Bikini Briefs
(Image credit: Courtesy of Bergdorf Goodman; @tamaramory; Courtesy of Miu Miu; Courtesy of Amber Swim; @devonleecarlson)
With 89% retail sales increases, we're definitely in the Miu Miu boom, and there is no doubt about how that this is translating to style this spring and summer. None of us could've anticipated that the brand's most recent runway show would display sporty bikini briefs styled with suiting, but the Italian fashion house did. By summer, fashion people will be fully embracing this trend, wearing shorts and more modest swimsuit bottoms to the beach. There are no complaints about this movement coming from us.
8. Balconette Bras
(Image credit: Courtesy of Matteau; @jourdansloane; @rochellehumes; Courtesy of J.Crew; Courtesy of Solid & Striped)
There's no better place to take notes for your swimwear collection than from your underwear drawer, specifically balconette bras. The sexy silhouette entered the territory of swimwear many seasons ago but has established itself as a mainstay. The silhouette is primed for women with bigger busts, as it offers more support than other styles. Classic, elegant, and timeless, this is a key style to invest in.
KRISTEN NICHOLS
Associate Director, Special Projects
Kristen Nichols is the Associate Director, Special Projects at Who What Wear with over a decade of experience in fashion, editorial, and publishing. She oversees luxury content and wedding features, and covers fashion within the luxury market, runway reporting, shopping features, trends, and interviews with leading industry experts. She also contributes to podcast recordings, social media, and branded content initiatives. Kristen has worked with brands including Prada, Chanel, MyTheresa, and Luisa Via Roma, and rising designers such as Refine and Tove, and her style has been featured in publications including Vogue.com, Vogue France, WWD, and the CFDA. Before Who What Wear, Kristen began her career at Rodarte, where she worked on assistant styling, photo shoots, and runway shows, and at Allure, where she moved into print and digital editorial. She graduated from the University of Southern California, where she studied art history and business, and currently lives in New York.
