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Woman in a black halter top with lace-up details on a white background with red rose petals.
Woman in a leopard print bikini sitting in a white studio with red rose petals and a branded box in the background.

This Valentines, Choose Yourself. You Deserve It.

Loved By Women Who Finally Found Swimwear That Fits:

Azure Fashion London is a British award-winning luxury swimwear brand that celebrates women's bodies with glamorous designs that sculpt, support and empower.

Our flattering cuts and adjustable silouhettes mean you no longer have to choose between looking sexy and feeling supported and comfortable!

We believe real confidence comes from owning your style, not conforming to someone else's idea of it.

Our mission is to redefine 'sexy' swimwear so every woman feels strong, supported and sexy in her skin.

Two women in black outfits standing on a beach with ocean in the background

Up to * 70% off

Sample Sale

Grab your favourite flattering designs in our sample sale!

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Amy Childs posing in The Artemis Bikini

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Two women in bronze swimsuits sitting on lounge chairs under a wooden canopy.

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Customer wearing the Black Mosaic Bikini in Dubai

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Woman in the black lace me up swimsuit and denim shorts posing in front of a purple beach hut.

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Woman in a colorful floral bikini sitting in a sunlit cabana.

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Woman in a blue bikini standing in front of pink flowers and green bushes.

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Blogs & Discussions

Inspiring Q&A with body positive owner & designer, Lily

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..

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Does becoming a mum mean giving up your right to feel sexy and confident?

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.

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How to Care for Your Azure Fashion London Swimwear: A Guide to Longevity and Luxury

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.  

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Why Your Swimwear Doesn’t Fit Properly (and How to Fix It!)

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...

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