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We’re on a mission to elevate swimwear beyond outdated stereotypes and show the world that real confidence, and real beauty comes from owning your style and not confirming to someone else’s idea of it.
Flattering Swimwear
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Body Contouring Swimwear
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"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!"
"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!"
"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!"
“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!”
"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."
“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!”
"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!"
"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!"
"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."
"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!"
“I love this swimsuit! So comfy, but so flattering at the same time! I can’t believe the quality”
"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."
"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!"
“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!”
The quality is thick, no loose threads, so beautiful and I can’t wait to wear my bikini on my next holiday!”
"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!"
"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!"
"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!"
As Seen On..
Hayley De Sola Pinto - Bravo Below Deck
As Seen On..
Hayley De Sola Pinto - Bravo Below Deck
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Up to * 70% off
The Sisterhood Of Swim
Azure As Seen On You
Artemis Bikini
Artemis Bikini
Blue & Black Mosaics and Artemis Bikini
Blue & Black Mosaics and Artemis Bikini
Black Mosaic Bikini
Black Mosaic Bikini
Blue Mosaic Bikini
Blue Mosaic Bikini
Butterfly Bikini
Butterfly Bikini
Blue Mosaic Bikini
Blue Mosaic Bikini
Lace Me Up Swimsuit
Lace Me Up Swimsuit
Black Mosaic Bikini
Black Mosaic Bikini
Butterfly Bikini
Butterfly Bikini
Artemis Bikini
Artemis Bikini
Lace Me Up Swimsuit
Lace Me Up Swimsuit
Blue Mosaic Bikini
Blue Mosaic Bikini
Black Mosaic Bikini
Black Mosaic Bikini
Blue Mosaic Bikini
Blue Mosaic Bikini
Lace Me Up Swimsuit
Lace Me Up Swimsuit
Blue Mosaic Bikini
Blue Mosaic Bikini
Lace Me Up Swimsuit
Lace Me Up Swimsuit
Artemis Bikini
Artemis Bikini
Lace Me Up Swimsuit
Lace Me Up Swimsuit
Artemis Bikini
Artemis Bikini
Blue & Black Mosaics and Artemis Bikini
Blue & Black Mosaics and Artemis Bikini
Black Mosaic Bikini
Black Mosaic Bikini
Blue Mosaic Bikini
Blue Mosaic Bikini
Butterfly Bikini
Butterfly Bikini
Blue Mosaic Bikini
Blue Mosaic Bikini
Lace Me Up Swimsuit
Lace Me Up Swimsuit
Black Mosaic Bikini
Black Mosaic Bikini
Butterfly Bikini
Butterfly Bikini
Artemis Bikini
Artemis Bikini
Our Core Values
Slow Fashion
As an independent brand we believe in manufacturing in small, carefully crafted quantities, ensuring the highest quality while reducing waste and promoting sustainability. By summer 2025 we aim to only be using recycled materials to increase our commitment to helping our planet.
Body Positivity
Azure was created with a passion for designing adjustable swimwear that flatters and fits our bodies and curves —because we know, no two are the same. We are committed to celebrating diversity, embracing natural beauty with minimal retouching, and crafting adjustable, confidence boosting designs that empower you to feel your best.
Community
At Azure, body positivity is more than just a belief—it’s the foundation of a supportive community where women can feel safe, empowered, and heard. We strive to create a space where you can seek advice, share experiences, and celebrate confidence together, because feeling amazing in your own skin should never be a solo journey.
Blogs & Discussions
- Body Confidence
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..
- Body Confidence
- Self Love
- Swimwear advice
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.
- Swimwear advice
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.
- Body Confidence
- Swimwear advice
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...