If your surname is Hadid, Jenner or Lipa, a summer break isn't so much switching on your out-of-office for one precious week but a seemingly endless stretch of sun and sea. And while the backdrops of their photo "dumps" on Instagram might vary, from the pristine deck of a private yacht to a no-filter-necessary beach shack, what their holiday snaps have in common is their swimwear.
When Kylie Jenner posted a mirror selfie of a polka-dot two-piece — caption: "italian summer yes pleaseeee 🤍🤍🤍🤍🤍🤍" — the bikini in question was by Frankies Bikinis. (In fact, it was a part of a collaboration between the swimwear brand and Jenner's own label Khy.)
Frankie Bikinis was also the official uniform at a recent getaway hosted by Hailey Bieber's beauty brand Rhode in Mallorca, where a bevy of bikini-clad influencers celebrated Rhode's new citrusy lip tint with on-theme swimwear (some wore Frankies' Kealy bikini set in a delectably Instagrammable shade called "yellow iris"). Dua Lipa, who has been photographed in Italy with fiancé Callum Turner this summer, packed a black number from Frankies (a collaboration with fashion label Réalisation Par, it fastens between the cups with a crocheted pair of cherries). Meanwhile, a Frankies Bikinis set recently worn by Sabrina Carpenter is quite literally an itty-bitty, teenie-weenie, yellow polka dot bikini.
Frankies Bikinis' USP is the undeniable skimpy factor, which, perhaps unsurprisingly, was the launchpad for Francesca Aiello, who co-founded the label with her mother, Mimi, in 2012. The Malibu native resorted to making her own bikinis in high school because she couldn't find anything on-brand enough. "I wanted to feel cute, confident, and feminine in my swim. The tinier, the better. That mindset still inspires the brand today," she told CNN.
The bikini's versatility is a strong selling point. "The ability to mix and match sizes, styles, and colors adds to the bikini's appeal, especially as self-expression becomes increasingly important to consumers," observed Fflur Roberts, head of luxury goods at research firm Euromonitor International. "Many people also wear bikini tops as standalone fashion items, further blurring the lines between swimwear and everyday apparel," she added.
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