The luxury swimwear industry is undergoing a major shift as more women seek functional swimwear that is beautiful, performance-ready and built for real movement. Leading this evolution is designer and ...

Luxury swimwear is rarely treated like a true product design challenge. Most brands prioritize style over performance, leaving many women to choose between looking good and feeling secure in the water ...

Need some new swimwear for training and racing? Open water swim coach Helen Webster tests and rates 10 of her favourite ...

PureWow editors select every item that appears on this page, and some items may be gifted to us. Additionally, PureWow may earn compensation through affiliate links within the story. All prices are ...

Summer is nearly here, and a bunch of great swimsuits are on sale just in time. Many are from our recently launched Strategist Swimsuit Project — a monthslong project aimed at helping you find the ...

Looks like a swimsuit, acts like shapewear - and these are the best swimwear looks for 2026 - which one will you go for?

Celebrated performance swimwear brand JOLYN named category partner for first season of FOX and Fremantle’s new action series Baywatch, set to premiere during the 2026-27 season. As part of the ...