Collection: It's Now Cool

Born in Australia’s renowned Bondi Beach, the heart of street fashion and sand style, women’s swimwear brand It’s Now Cool has been making waves. Known for their luxe swim pieces, premium details, and unique designs, It’s Now Cool brings the heat with the hottest women’s swimwear styles this season.

Designed by globally renowned swimwear photographer Josephine Clough, each piece has been created with the modern woman in mind. It’s Now Cool takes inspiration from classic 90’s styles to create bold, bright, and beautiful swimwear pieces unlike any other.

The Its Now Cool women’s swimwear collection features a variety of bikini top and bottom styles to suit your desired beachside aesthetic. From tube tops to bandeaus, bralettes, halter tops, one-shoulder tops, triangle bikini tops and more, easily find a supportive and stylish bikini top to suit you. Their bottoms also come in a variety of styles ranging from low to full coverage, including boy-shorts, high-waisted, side-tie bottoms, skimpy pants and G-strings.

Its Now Cool also designs stylish one-pieces for those looking to mix up their swim style. With backless one-pieces, full-coverage one pieces, asymmetric cut-out one-pieces and swimsuits, find a one-piece that you feel confident and comfortable in.

One of the most popular women’s swimwear range from It’s Now Cool is their contour collection. Featuring compression lycra, form sculpting waistbands, and an uplifting underbust band for added support, these bikinis are as flattering as they come. Each piece in the contour collection can also be used as shapewear, activewear and swimwear so you can walk the boardwalk and hit the beach without needing to change!

While the It’s Now Cool essentials swimwear collection features neutral tones, classic cuts and simple colour blocks for minimalists and capsule collection lovers. With a range of go-to pieces, these simple swimwear styles will become staples within your collection.

Effortlessly elevate your swimwear style by pairing your Its Now Cool swimwear with an open oversized button-up shirt, Birkenstock shoes, your go-to pair of denim shorts, and stylish sunglasses for an easy beach day look. Or slip on a breezy summer dress and sandals for a classic resortwear-inspired outfit.

With flattering swimwear fits and streamlined silhouettes, feel confident at the beach and beyond with It’s Now Cool. Shop the latest women’s swimwear online or in-store with General Pants Co.