The Evolution of Swimwear: Why It’s Time for a Change

Swimwear has come a long way—from full-body Victorian bathing dresses to barely-there bikinis—but despite decades of innovation in fashion, one thing hasn’t changed: the swimwear industry is still failing many women.

For years, mass-market swim brands have prioritized aesthetic over function, catering to one body type, ignoring fit challenges, and overlooking sustainability. Women with larger busts, different proportions, or comfort-driven needs are left frustrated and underserved.

At Wild Isles, we believe it’s time for a change.

We’re not here to tweak the same old designs—we’re here to redefine swimwear so that it actually fits, flatters, and supports real women’s bodies, all while protecting the planet.

Let’s take a look at how swimwear has evolved, why it’s still falling short, and how we’re making waves in the industry.

A Brief History of Swimwear

The Early 1900s: Modesty First

• Women wore full-body swim dresses made of heavy wool, often weighing up to 9 pounds when wet.
• Modesty was key, and function was barely considered—swimming was secondary to covering up.

The 1940s-1950s: The Birth of the Bikini

• The two-piece swimsuit debuted in 1946, a radical departure from past swim styles.
• Hollywood icons like Marilyn Monroe and Brigitte Bardot helped popularize swimwear as a fashion statement.
• While suits became more stylish, fit and function were still afterthoughts.

The 1980s-1990s: The Rise of Fast Fashion Swimwear

• Brands shifted toward mass production of swimsuits in cheap synthetic fabrics that prioritized profit over quality.
• Swimsuits became more revealing, with minimal coverage and minimal support.
• The industry largely ignored busty, curvier, and comfort-conscious women.

2000s-Today: The Social Media Era of Swimwear

• The rise of Instagram and influencer marketing changed how women shop for swimsuits.
• Many brands focused on trendy, hypersexualized designs rather than real functionality.
• The industry still lacks size diversity, inclusivity, and sustainability.

Where the Swimwear Industry Fails Women

Despite all of this evolution, swimwear today still doesn’t meet the needs of real women. Here’s why:

1️⃣ Lack of Support & Comfort

• Most brands don’t design for larger busts or offer adjustable, functional fits.
• Underwire swimsuits dig in, thin straps cause pain, and lack of structure leads to wardrobe malfunctions.

2️⃣ Suits Designed for the Male Gaze, Not for Women’s Needs

• Many brands still prioritize sexy over supportive, leaving women feeling exposed, uncomfortable, and frustrated.
• Minimal coverage and flimsy designs ignore how women actually move, swim, and live in their suits.

3️⃣ Fast Fashion & Environmental Impact

• Most swimsuits are made from virgin plastic-based fabrics, contributing to ocean pollution and microplastics.
• The industry promotes disposable fashion, leading to millions of swimsuits ending up in landfills every year.

4️⃣ Limited Size Inclusivity

• Despite 70% of women wearing a D-cup or larger, most swim brands fail to offer true full-bust support.
• Curvier and plus-size women often can’t find stylish, well-fitting swimsuits that cater to their needs.

How Wild Isles Is Changing the Game

At Wild Isles, we knew there had to be a better way. We refuse to accept the industry’s shortcomings—so we created swimwear that actually works for women.

✔ Designed for Fit & Function

• Two layers of 4-way stretch compression for support without underwire.
• Adjustable straps & racerback designs to distribute weight evenly.
• Triple-lined cups & hidden compression mesh for a smooth, secure fit.

✔ Swimwear for Women, Not for the Male Gaze

• Flattering silhouettes that provide coverage without compromising on style.
• Thoughtful design elements that make women feel good, not self-conscious.

✔ Sustainably & Ethically Made

• Crafted from ECONYL®, a regenerated nylon made from recycled fishing nets.
• Built to last, reducing textile waste and encouraging sustainable shopping habits.
• Manufactured in ethical factories in the USA, ensuring fair wages and low environmental impact.

✔ Real Sizing, Real Support

• Engineered specifically for busty women, ensuring coverage, adjustability, and all-day comfort.
• A size range that celebrates more than just one body type—because swimwear should be for every woman.

The Future of Swimwear: Where We’re Headed

We believe the future of swimwear is:

🌿 Sustainable – The industry must move away from disposable fashion and embrace eco-conscious materials & production.

💙 Supportive & Functional – No more compromising between style and comfort. Swimwear should work for real women, not just models in photo shoots.

👩‍🔬 Tech-Driven & Customizable – With advancements in fit technology, we’re developing ways to make swimsuit shopping easier, more personalized, and frustration-free.

🌎 Empowering & Inclusive – The swimwear industry should serve all women, not just a narrow beauty standard.

Be Part of the Change

It’s time to demand more from swimwear—better fit, smarter designs, and a commitment to sustainability.

At Wild Isles, we’re not just making swimwear—we’re reshaping the industry to reflect what women truly need.

Join the movement. Make waves. Feel good in your swim. 🌊💙 #FeelGoodSwim