Azure Fashion London – A Luxury Swimwear Brand

Redefining ‘sexy’ swimwear..

Where sexy meets classy. Azure Fashion London is a new British, online, 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.

Azure Fashion London was born out of a shared frustration among women seeking swimwear that balances both elegance and sexy, all whilst flattering our bodies. Drawing on years of personal experience with the challenges of finding the ‘perfect’ swimwear, Azure creates designs that are not only sexy but also embrace a more refined and elegant approach, whilst remaining flattering and supportive.

With flattering, comfortable cuts and adjustable features thoughtfully tailored to celebrate our bodies and provide you with more freedom, 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We’re on a mission to elevate swimwear beyond outdated stereotypes and show the world that real confidence, and real beauty comes from owning your style and not confirming to someone else’s idea of it.

We don’t believe in fast fashion. Our designs are made to last. With thoughtful design and high quality material, Azure delivers timeless, bespoke swimwear that fits a woman’s curves the way they’re supposed to. 

A Message From The Founder And Designer

Azure was created based on a frustration that I, amongst many women could not find swimwear that flattered or supported my curvy body and big busts, that also made me look and feel sexy. I could only ever find overly skimpy, or overly modest designs.. there was nothing in between, and I knew I had to solve this problem!

I hand-designed this luxury collection to flatter all body shapes and contours, as the range is made from high quality materials that sculpt our bodies in all the right places, whilst the designs are the perfect balance of sexy and classy. I understand not all body shapes are the same, and that’s why I ensured that my designs have adjustable features so you can adjust the designs to suit YOUR own body shape or preference.

I know how hard it can be to find swimwear that makes you feel your most confident at the beach, however I hope that Azure becomes the destination for the most flattering, and most sexy designs for many women across the country.. and one day the globe.

Azure empowers women by giving them the confidence that they look beautiful and glamorous, while not compromising dignity. My designs honour the uniqueness of every woman whilst offering adjustable designs for maximum comfort and confidence.

Azure is built on a dedication to make women feel their most confident selves. From the initial design, to the fit, to the manufacturing process; this value runs through our brand.

“The Perfect Body Doesn’t Exist, But the Perfect Swimwear Does” – Lily, owner & designer

Our Values

We only work with ethical manufacturers and suppliers. We’ve ensured our suppliers only employ workers over the age of 16. We require them to pay their employees fairly, on the national living wage or above. Our suppliers must also provide holiday pay, overtime pay (where applicable) and have a bonus scheme in place for employees.

Our manufacturers are ISO accredited and independently audited to ensure they continue to meet these standards.