From Kylie Jenner to Dua Lipa, Frankies Bikinis is the A-list’s summer uniform

Highlights:

• Frankies Bikinis has become a celebrity favourite, worn by Kylie Jenner, Dua Lipa, Hailey Bieber, and Sabrina Carpenter.
  
• The label, founded in 2012 by Francesca Aiello and her mother in Malibu, is known for its skimpy, high-cut styles.
  
• The brand has expanded into clothing and activewear, partnered with stars like Sydney Sweeney and Sofia Richie Grainge, and gained investment from Victoria’s Secret.
  
• Retailers such as ASOS now stock the brand, as bikini sales outperform one-piece swimsuits.
  
• Founder Aiello says the brand is about confidence and empowerment, not just trends.
  

A celebrity staple

From yacht decks to Mediterranean beaches, Frankies Bikinis has become a fixture in celebrity summer wardrobes. Kylie Jenner showcased a polka-dot two-piece from her Frankies x Khy collaboration on Instagram, while Hailey Bieber’s beauty brand Rhode featured the label at a Mallorca launch event. Dua Lipa was spotted in Italy wearing a black Frankies set designed with Réalisation Par, and Sabrina Carpenter recently wore a yellow polka-dot bikini from the brand.

The Malibu beginnings

The brand was founded in 2012 by Francesca Aiello and her mother, Mimi, after Aiello began designing bikinis in high school because she could not find styles she liked.

Francesca AielloGetty Images

“I wanted to feel cute, confident, and feminine in my swim. The tinier, the better. That mindset still inspires the brand today,” Aiello told CNN.

Her designs quickly stood out for their skimpy cuts, tortilla-chip-sized cups and high-rise bottoms. “People were judgmental of my skimpy bikinis in the beginning… until they wanted one for themselves,” she said.

Growth and collaborations

While initially focused on swimwear, Frankies Bikinis expanded into clothing, accessories and activewear in 2019. Collaborations with celebrities such as Sydney Sweeney, Sofia Richie Grainge and Pamela Anderson have further boosted its profile.

In 2022, Victoria’s Secret invested $18 million for a minority stake, a moment Aiello described as “full circle” given her long history as a customer. ASOS began stocking the brand in 2024, with its fashion team praising its limited drops and high-profile partnerships.

Shifting trends in swimwear

Despite a resurgence of one-piece swimsuits in recent years, data shows bikinis are outperforming them. Grace Neal, buying manager at Selfridges, said sales of separates are now leading the market.

According to Euromonitor International’s Fflur Roberts, the bikini’s versatility is a key driver: “The ability to mix and match sizes, styles, and colours adds to its appeal. Many people also wear bikini tops as fashion items, blurring the lines between swimwear and everyday apparel.”

Aiello’s vision

For Aiello, Frankies Bikinis is not simply about following trends. “Skimpy bikinis aren’t a trend. It’s about owning your confidence and feeling empowered in whatever you’re wearing,” she said.

Looking ahead, she hopes to grow the brand’s reach while keeping its personal touch: “My biggest goal is to continue growing our swim and apparel lines and reach more women around the world. I want every girl to feel like there’s a Frankies Bikinis piece made just for her.”