Overview

• Us Weekly, Parents and HELLO! this week published curated swimwear roundups highlighting strategic ruching, slimming color-blocking and built-in shapewear tailored for women over 35.
• Amazon’s under-$40 selection now includes tankinis, one-pieces and bikinis with adjustable straps, no-slip designs and built-in bust support for larger cup sizes.
• Lingerie fitting expert Katie Weird hand-picked underwired, soft-cup, ruched and twist-front styles from brands such as Fantasie, Curvy Kate, M&S and Next to flatter varied body shapes.
• High street labels including Pour Moi, Next and M&S expanded their lines after Pour Moi’s Santa Monica tummy-control suit sparked early May interest, adding contouring panels and removable padding.
• The broad availability of budget-friendly, body-flattering swimwear reflects a market shift toward inclusive sizing and confidence-boosting styles for midlife women.