Look closely at any of the glamorous summer “photo dumps” shared by today’s biggest celebrities—from the Hadids to the Jenners and Dua Lipa—and you’ll notice a distinct commonality: their swimwear. The pristine decks of private yachts and no-filter-necessary beach shacks serve as the backdrop for a particular brand of bikini, one unapologetically skimpy and seemingly custom-made for an Instagram feed. The label is Frankies Bikinis, a brand that has come to define a new era of celebrity-endorsed style. Its founder, Francesca Aiello, set out to create a line of swimwear that was both tiny and empowering, a vision that was initially met with judgment but has since transformed into a global phenomenon. The question is, how did a small-scale, teen-led venture come to dominate the swimwear market and become the go-to brand for an entire generation of influencers and tastemakers?
From Malibu to Manhattan: The Story of a Teen Vision
The origin story of Frankies Bikinis is rooted in the quintessential California coastal life. Growing up in Malibu, co-founder Francesca Aiello found herself unable to find swimwear that matched her personal style. As a high schooler whose life revolved around ocean activities from junior lifeguarding to water polo, she found herself constantly in a bikini, which she considered a “kind of second skin.” Her search for the perfect swimsuit led her to a bold solution: making her own. “I wanted to feel cute, confident, and feminine in my swim. The tinier, the better,” she told CNN, a mindset that still inspires the brand today.
What began as a personal project quickly became a business. With a vision in mind, Aiello embarked on a journey of “trial and error,” driving downtown almost every day to source fabrics, meet with sample sewers and pattern makers, and find local factories that could bring her ideas to life. In a world where oversized swimsuits dominated the market, her designs—which often feature cups the size of tortilla chips and high-cut bottoms that soar towards the hip bones—were initially met with skepticism. “People were judgmental of my skimpy bikinis in the beginning,” she recalled. But as the brand began to gain a following, that judgment turned into desire.
The Celebrity Endorsement Economy
The rise of Frankies Bikinis from a small-scale venture to a global style empire can be attributed to its savvy and effective use of celebrity endorsement. Unlike traditional advertising campaigns, the brand’s popularity has been built on a series of organic-seeming celebrity co-signs, most of which have been documented on Instagram. For example, when Kylie Jenner posted a mirror selfie in a polka-dot two-piece with the caption, “italian summer yes pleaseeee,” the bikini in question was from a collaboration between the swimwear brand and Jenner’s own label, Khy. Similarly, Hailey Bieber chose Frankies Bikinis as the official uniform for a recent getaway to Mallorca, where influencers celebrated her beauty brand Rhode in matching swimwear.
These moments, which often appear as no-filter “photo dumps,” serve as powerful endorsements. Dua Lipa was photographed in Italy wearing a black number from a collaboration with fashion label Réalisation Par, which fastens with a crocheted pair of cherries. And Sabrina Carpenter recently wore a yellow polka-dot bikini that was quite literally “itty-bitty, teenie-weenie.” Aiello admits that these collaborations weren’t part of her original business plan, as they “weren’t really a thing back in 2012,” but they have become a crucial part of the brand’s identity, allowing it to reach an even wider audience.
The Tide Turns: A Shift in Swimwear Trends
The newfound popularity of Frankies Bikinis comes at a time when the swimwear market is experiencing a significant shift. For years, one-piece swimsuits dominated the market, but according to industry experts, the tide is turning back toward the bikini. Grace Neal, Selfridges’ buying manager for denim, body and activewear, notes that sales of bikinis and swim separates are currently outperforming one-piece swimwear. This trend is driven by a desire for greater self-expression and versatility.
According to Fflur Roberts, head of luxury goods at research firm Euromonitor International, the ability to “mix and match sizes, styles, and colors adds to the bikini’s appeal.” This allows consumers to create a unique look that reflects their personal style, a concept that has become increasingly important in today’s fashion landscape. In addition, many people are now wearing bikini tops as “standalone fashion items,” further blurring the lines between swimwear and everyday apparel. This new approach to swimwear has created the perfect environment for a brand like Frankies Bikinis, whose unapologetically skimpy designs are a direct celebration of confidence and empowerment.
A Brand Built on Confidence: The Future of a Bikini Empire
At its core, Frankies Bikinis is more than just a swimwear brand; it’s a lifestyle. “For me, skimpy bikinis aren’t a trend, they’re a lifestyle,” Aiello said. “It’s about owning your confidence and feeling empowered in whatever you’re wearing.” This message has resonated with consumers and attracted the attention of major industry players. In 2022, Victoria’s Secret acquired a minority interest in the company, investing a reported $18 million in the process. Aiello described the moment as her “biggest pinch-me moment,” noting that she grew up shopping at Victoria’s Secret and that the partnership felt “incredibly full circle.”
The brand’s strategic growth continued when online fashion retailer ASOS began to stock the brand in 2024. Shazmeen Malik, brands director at ASOS, applauded Frankies Bikinis for its commitment to “crafting styles that make women feel more confident,” and for its ability to stay “exciting” through its “iconic collab moments, limited collections and curated drops.” While the brand’s roster of collaborators is impressive—including Sydney Sweeney, Sofia Richie Grainge, and Pamela Anderson—Aiello’s ultimate goal remains to maintain a personal connection with her fans while reaching more women around the world. As she says, “I want every girl to feel like there’s a Frankies Bikinis piece made just for her,” a testament to the founder’s enduring vision.
