Beauties at the Bath/2

The production of the very first real swimwear bears the name of two famous brands, Jantzen and Speedo, which, starting from the first decade of the 1900s, developed new fabrics and new shapes, following trends and functionality. The first appearances in magazines begin, the first advertisements, and swimwear soon becomes the new object of female desire. Some great designers such as Coco Chanel, Jean Patou and Elsa Schiaparelli begin to create collections also in the swimwear sector. Tanning is no longer a concept linked to poverty; on the contrary, it becomes synonymous with economic well-being and body care. Among the many innovations of those years were the patent for a new strapless swimsuit model and the elastic, high-performance yarn named Lastex, capable of adapting to the body’s shape. The year 1946 marks a revolutionary moment with the arrival of the first bikini created by the French designer Jacques Heim: two very small pieces, later reinterpreted by the French tailor Louis Réard, who created an even more minimalist version. After a few seasons of bans and controversy, the diva Brigitte Bardot legitimized its use on the beaches of the French Riviera, and the bikini trend exploded worldwide. From then on, swimwear—one-piece or two-piece—has evolved according to fashions and trends, but remains a faithful spokesperson for social changes and women’s empowerment.

Elisa D'Adamo
NP agosto/settembre 2025