Where sexy meets classy. Azure Fashion London is a new British, 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 is both elegant and sexy, all whilst flattering our bodies. Drawing on years of personal experience with the challenges of finding the ‘perfect’ swimwear, Azure crafts 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We’re on a mission to elevate swimwear beyond outdated stereotypes and show the world that real confidence, and real beauty comes from owning your style and not confirming to someone else’s idea of it.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. 

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