

Sculpting Swimsuits


SS25 Pre-Order
Sculpted For Confidence, Designed For Luxury
Azure Fashion London is a luxury swimwear brand focused on creating flattering, but stylish swimwear that combines sexiness with sophistication, proving neither your style or comfort needs to be sacrificed in order to look and feel amazing.
With flattering, comfortable cuts and adjustable features thoughtfully tailored to celebrate our bodies, body positivity is at the core of everything we do, encouraging women to embrace their sexy, confident style.
Azure believes that ‘sexy’ isn’t about showing the most skin, it’s about feeling empowered, elegant and confident in your own.
We’re on a mission to elevate swimwear beyond outdated stereotypes and show the world that real confidence, and real beauty comes from owning your style and not conforming to someone else’s idea of it.





SS25 Pre-Order
Our NEW SS25 collection is here — a celebration of empowered femininity, where daring designs meet refined sophistication. We’ve embraced bolder silhouettes and sensual details, staying true to our signature blend of sexy and sophisticated aesthetics. Each piece is a testament to our commitment to you. Through direct collaboration and feedback, we’ve crafted designs that not only captivate but also complement, ensuring every garment accentuates your unique form. We are super excited to have extended our size range with sizes UK 8 - 18 available to pre-order now.
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Our Core Values
Blogs & Discussions

Inspiring Q&A with body positive owner & designer, Lily
Join us in a Q&A with Lily, where we find out her highs and lows so far as a business owner..

Does becoming a mum mean giving up your right to feel sexy and confident?
Why Becoming a Mum Doesn’t Mean Sacrificing Your Right to Feel Sexy and Empowered.

How to Care for Your Azure Fashion London Swimwear: A Guide to Longevity and Luxury
Luxury swimwear requires delicate care to maintain its shape, colour, and fabric integrity. Follow these essential tips to keep your Azure Fashion London swimwear looking flawless.

Why Your Swimwear Doesn’t Fit Properly (and How to Fix It!)
Maybe the straps dig in, the bottoms sag, or the top gaps in all the wrong places. But why does this happen? More often than not, it comes down to...