

Sculpting Swimsuits SS25

Flattering Bikinis SS25
Sculpted For Confidence, Designed For Luxury
Azure Fashion London is a luxury swimwear brand focused on creating flattering, but stylish swimwear that combines sexiness with sophistication, proving neither your style or comfort needs to be sacrificed in order to look and feel amazing.
With flattering, comfortable cuts and adjustable features thoughtfully tailored to celebrate our bodies, body positivity is at the core of everything we do, encouraging women to embrace their sexy, confident style.
Azure believes that ‘sexy’ isn’t about showing the most skin, it’s about feeling empowered, elegant and confident in your own.
We’re on a mission to elevate swimwear beyond outdated stereotypes and show the world that real confidence, and real beauty comes from owning your style and not confirming to someone else’s idea of it.





Holiday Bundles Now Live!
Buy 1 full bikini set and get 10% off your 2nd bikini!
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Our Core Values
Blogs & Discussions

Inspiring Q&A with body positive owner & designer, Lily
Join us in a Q&A with Lily, where we find out her highs and lows so far as a business owner..

Does becoming a mum mean giving up your right to feel sexy and confident?
Why Becoming a Mum Doesn’t Mean Sacrificing Your Right to Feel Sexy and Empowered.

How to Care for Your Azure Fashion London Swimwear: A Guide to Longevity and Luxury
Luxury swimwear requires delicate care to maintain its shape, colour, and fabric integrity. Follow these essential tips to keep your Azure Fashion London swimwear looking flawless.

Why Your Swimwear Doesn’t Fit Properly (and How to Fix It!)
Maybe the straps dig in, the bottoms sag, or the top gaps in all the wrong places. But why does this happen? More often than not, it comes down to...