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Woman in an animal print bikini standing by a pool with palm trees in the background
Woman in an animal print bikini standing by a pool with palm trees in the background

Sculpting Bikinis

Woman in a black swimsuit sitting on sand with grasses in the background
Woman in a black swimsuit sitting on sand with grasses in the background

Award-winning Swimsuits

Sculpted For Confidence, Designed For Luxury

Azure Fashion London is a British award-winning luxury swimwear brand, trusted by celebs and retailers.

We combine glamorous designs, with comfortable and sculpting silhouettes so you no longer have to choose between looking sexy and feeling supported!

With flattering cuts and adjustable designs, we celebrate every body because true sexiness is about feeling empowered and elegant, not just showing more skin.

Our mission is to redefine 'sexy' swimwear and show that real confidence comes from owning your style, not conforming to someone else’s idea of it.

Three women in colorful bikinis lying on sand with a promotional code overlay.
Two women in bikinis lying by a pool with a promotional message for a customer code.
John Lewis SVG Logo Azure
Text 'AS SEEN IN' in black on a white background
White 'elys' logo on a black background
Text 'AS SEEN IN' in black on a white background

"I could not recommend The Artemis bikini enough! I so rarely find a bikini that fits my body properly. I have a larger bum/waist ratio and the belt allowed for the bikini to fit comfortably around both. The material is soft, thick and sturdy so no fear of any slips either. I didn’t know I could feel this good in a bikini, and I can’t wait to get more!"

– Evie

"Put this set on and it gives you Kardashian Hourglass vibes instantly! Really hugs your curves and brings you in at the waist with the buckle, amazing and high quality bikini we all need in our suitcases!"

– Yasmin

“I’ve honestly never worn a swimsuit that is as flattering as this one! From the quality of the material to the finer details, every inch of this piece is crafted to make you feel sexy, empowered and fab!”

– Michelle

"As someone who chooses to wear swimming costumes over bikinis, I must say The Artemis Bikini is a one off. It is extremely comfortable and offers enough coverage to make me feel confident – however the pattern and cut still allows it to look sexy. I love that I don’t have to choose between comfort and style."

– Beth

“SO happy to have found a bikini that is flattering AND comfortable, no matter if you feel great or having a bloated day. The designs are pretty and go with everything. I expect it will last ages as the material is strong and I have already washed and worn mine a lot of times!”

– Anon

"The most perfect colour blue for a start! The way its designed is so flattering and really shows off your curves without feeling uncomfortable! The top is super supportive too!"

– Yasmin

"The Artemis bikini is the comfiest, most secure bikini I have ever worn, I’ve never felt uncomfortable or awkward wearing it! It’s absolutely stunning, sculpted my body in all the right places, and I love the fact that it’s adjustable and the sleeves are detachable so you can have a different look if you want to! The BEST bikini I have ever had! I cannot wait to try the rest of the range!"

– Leigh

"I feel so confident in this bikini!! The black is so flattering and the waistband is like nothing I have ever worn before, made me feel so sexy and confident."

– Yasmin

"I absolutely love this bikini, the belt detailing and removable sleeves make it super versatile. As with all Azure London pieces, it’s made to enhance curves and to be as flattering as possible. And it does just that!"

– Michelle

“I love this swimsuit! So comfy, but so flattering at the same time! I can’t believe the quality”

– Peggy MAFS UK

"I have never worn anything so flattering in my life, from the lace up detail at the side and front to the neckline, I feel so comfortable and empowered in this, a MUST have for your next holiday."

– Yasmin

"Had the perfect Artemis bikini from Azure which I wore on my honeymoon. So flattering and made me feel so good wearing it and so comfortable and confident!"

– Emily

“I purchased this bikini set from Azure fashion and took it on my holiday to Thailand. AMAZING QUALITY and kept me looking snatched the whole holiday!!!
The quality is thick, no loose threads, so beautiful and I can’t wait to wear my bikini on my next holiday!”

– Anon

"I am delighted with my Azure bikini! There’s such a great selection so it was hard to choose which style to go with but I am over the moon with my choice. The quality is superb, fits my body like a glove and each piece is so tasteful. I won’t be shopping for swimwear anywhere else in the future!"

– Grace

"The colours, pattern and BUTTERFLY are just sooo cute! For any girls with a bigger bust this is perfect as I felt so supported! This set made me feel so fun and excited for my next holiday!"

– Yasmin
Woman in a black swimsuit lying by a pool with palm trees and lounge chairs in the background
Woman wearing a black swimsuit with cut-out details by a poolside.

Shop our Award Winning Swimsuit

Our body shaping Lace Me Up Swimsuit wins 'Best New Product' at Spring Fair 75 Years Of Excellence Awards, the UKs biggest trade show!

What Makes Azure Different?

At Azure, we believe swimwear should do more than just look good — it should solve real problems and make every woman feel incredible.


Here’s what sets us apart:

Problem-solving design: We design luxurious swimwear that’s sexy and glamorous, that is also flattering and supportive. No compromises.

Award-winning innovation: Our commitment to empowering, inclusive swimwear has earned us a major retail award for innovation.

Real-life experience: Azure was founded to fill a genuine gap in the market — inspired by our founder’s own struggles to find glamorous swimwear that flatters and supports the body where needed and wanted.

Recognised leadership: Our founder has been shortlisted as the UK’s Top Female Entrepreneur of the Year for turning this vision into reality.

Woman in a leapard print bikini and sunglasses lounging by a pool.
Woman in a leapard print bikini and sunglasses lounging by a pool.

Up to * 70% off

Sample Sale

Grab your favourite flattering designs in our sample sale!

Shop The Look

Woman in a leopard print bikini sitting by a poolside

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Customer wearing the Black Mosaic Bikini in Dubai

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Shop The Look

Woman in the black lace me up swimsuit and denim shorts posing in front of a purple beach hut.

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Customer wearing The Butterfly Bikini

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Woman in a blue bikini standing in front of pink flowers and green bushes.

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Blogs & Discussions

Inspiring Q&A with body positive owner & designer, Lily

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..

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Does becoming a mum mean giving up your right to feel sexy and confident?

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.

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How to Care for Your Azure Fashion London Swimwear: A Guide to Longevity and Luxury

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.  

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Why Your Swimwear Doesn’t Fit Properly (and How to Fix It!)

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...

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