Highlights:
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Frankies Bikinis is worn by celebrities including Kylie Jenner, Dua Lipa, Hailey Bieber, and Sabrina Carpenter.
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Founded in 2012 in Malibu by Francesca Aiello and her mother, Mimi Aiello.
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The brand has expanded from swimwear into clothing, accessories, and activewear.
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Victoria’s Secret invested $18 million for a minority stake in 2022.
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ASOS began stocking Frankies Bikinis in 2024, highlighting its limited drops and high-profile collaborations.
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Francesca Aiello emphasizes confidence and empowerment as the core of the brand.
Frankies Bikinis has become a staple in celebrity summer wardrobes, worn by stars including Kylie Jenner, Dua Lipa, Hailey Bieber, and Sabrina Carpenter. Kylie Jenner recently posted a polka-dot two-piece from her Frankies x Khy collaboration on Instagram. Hailey Bieber showcased the brand at a Mallorca launch event for her beauty brand, Rhode. Dua Lipa was seen wearing a black Frankies Bikinis set in Italy designed in collaboration with Réalisation Par, while Sabrina Carpenter opted for a yellow polka-dot bikini from the label.
These appearances have solidified Frankies Bikinis as a must-have for celebrities and influencers during summer months. Its visibility across social media platforms has helped the brand maintain a high profile among fashion-conscious audiences worldwide.
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The Origins of Frankies Bikinis
The brand was founded in 2012 in Malibu by Francesca Aiello and her mother, Mimi Aiello. Francesca began designing bikinis in high school because she could not find swimwear that matched her style preferences.
“I wanted to feel cute, confident, and feminine in my swim. The tinier, the better. That mindset still inspires the brand today,” Aiello told CNN.
Frankies Bikinis quickly gained attention for its skimpy, high-cut designs, tortilla-chip-sized cups, and high-rise bottoms. “People were judgmental of my skimpy bikinis in the beginning… until they wanted one for themselves,” Aiello said.
Expansion into Clothing and Activewear
While Frankies Bikinis started as a swimwear label, the brand expanded into clothing, accessories, and activewear in 2019. Collaborations with celebrities such as Sydney Sweeney, Sofia Richie Grainge, and Pamela Anderson helped elevate the brand’s visibility and reach.
In 2022, Victoria’s Secret acquired an $18 million minority stake in Frankies Bikinis. Aiello described the investment as “full circle” given her long-standing personal connection with Victoria’s Secret. In 2024, the brand began selling through ASOS, which praised Frankies Bikinis for its limited drops and high-profile collaborations.
The Rise of Frankies Bikinis in Retail
Retail trends show that bikinis are now outperforming one-piece swimsuits, even amid a resurgence of one-piece styles. Grace Neal, buying manager at Selfridges, said, “Sales of separates are now leading the market.”
Fflur Roberts of Euromonitor International explained the appeal: “The ability to mix and match sizes, styles, and colours adds to its appeal. Many people also wear bikini tops as fashion items, blurring the lines between swimwear and everyday apparel.”
This versatility has contributed to Frankies Bikinis’ continued success and relevance in the competitive swimwear market.
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Frankies Bikinis and Empowerment
Francesca Aiello emphasizes that Frankies Bikinis is about more than following trends. “Skimpy bikinis aren’t a trend. It’s about owning your confidence and feeling empowered in whatever you’re wearing,” she said.
Looking to the future, Aiello aims to expand both swimwear and apparel lines while maintaining the brand’s personal touch. “My biggest goal is to continue growing our swim and apparel lines and reach more women around the world. I want every girl to feel like there’s a Frankies Bikinis piece made just for her,” she added.
