Best swimwear brands in the UK: what each one is known for
Updated: 06.11.2026
In short: The "best" swimwear brand is the one that fits your body and your plans. In the UK, Panache and Freya are known for bra-sized swimwear, Boden for cheerful prints, M&S for a wide range of sizes and shapes, and high-street names like H&M and Zara for quick trend pieces. Shortlist two or three, then try the swimsuit on your own photo with AnyTry before you order.
What to decide first
- Support. A fuller bust usually feels better in a top sized like a bra (for example 34E) than in SāXL. - Coverage. Think about bottoms (full, mid or cheeky), neckline and whether you like ruching or tummy panels. - Where you are going. A UK lido, a pool holiday and a beach in Cornwall all ask for different levels of hold and warmth.
Swimwear brands UK shoppers know
| Brand | From | Known for | Good for |
|---|---|---|---|
| Panache | UK | Swimwear in bra sizes | Fuller busts that want real support |
| Freya | UK | Bold, bra-sized bikinis and swimsuits | D+ cups who like trend styles |
| Boden | UK | Bright prints and easy shapes | Family holidays and colourful looks |
| M&S | UK | Wide size range, shaping swimsuits | Everyday swimwear with more coverage |
| Seafolly | Australia | Classic beach styles and prints | Holiday swimwear in many cuts |
| Calzedonia | Italy | Swimwear and legwear | Mix-and-match bikini tops and bottoms |
| H&M | Sweden | High-street trend pieces | Trying a new cut without a big commitment |
| Zara | Spain | Fashion-led swimwear | Pieces that double as a bodysuit |
Fit tips that matter more than the label
- Check the band. On underwired tops, the band should sit level and snug. If straps dig, the band is often too loose. - Mix sizes. Many brands sell tops and bottoms separately, which helps if your top and bottom are different sizes. - Sit down in it. A swimsuit that is too short in the body pulls at the shoulders when you sit. - Think about the water. Chlorine-resistant fabric holds its shape better if you swim often.
Want to compare a Freya-style bikini with an M&S one-piece? See the swimsuit on your photo
Shapes that work for most people
- Wrap or ruched one-piece: soft at the tummy and easy to wear. - High-waist bikini: more coverage with a retro look. - Underwire balcony top: lift and shape for a fuller bust. - Tankini: easy for toilet trips and active days with kids.
See it on you before you buy
Swimwear photos online rarely show your shape or skin tone. Upload one full-length photo and a link or screenshot of the swimsuit, and AnyTry shows the cut, colour and print on you. Try three styles from different brands and keep the one you like most. Try the swimsuit on your photo
FAQ
Which UK swimwear brands do bra sizes? Panache and Freya are both known for swimwear sized like bras.
Which brand is best for a fuller bust?
Look for bra-sized tops with underwire and wider straps rather than one brand in particular.
Does AnyTry tell me which size to buy?
No. It shows how the style looks on you. Use the brand's size chart for sizing.