As a British swimwear brand, we’re proudly embracing the irony of trying to sell bikinis in the middle of winter, when most of us are already thinking about Christmas markets, mulled wine, and definitely not thong bikini bottoms.
But that’s exactly what makes Girls in Winter so perfectly SwimSerene. We’ve always believed that swimwear deserves a place in your capsule wardrobe, right alongside your Odd Muse dress; something you look after, restyle, and wear again and again. So, we thought: why not do an editorial (and slightly ironic) shoot about wearing your swimwear throughout the winter?
Because when you invest in timeless design, it’s never just for one season.
A Swimwear Brand Born in the UK
Our Girls in Winter campaign was born from the very essence of SwimSerene, a UK swimwear brand that never needed a tropical backdrop to tell its story. While most labels chase the sun, we’ve leaned into our roots: rainy mornings, oversized coats, and big umbrellas.
This campaign is an ode to the girls who crave summer warmth but live in knitwear season. It’s for those who see SwimSerene not just as swimwear, but as a lifestyle... Slow, intentional, and a little tongue-in-cheek every now and then.
The Capsule Swimwear Concept
At the heart of Girls in Winter is our commitment to capsule fashion. Every SwimSerene design is made to be worn, re-worn, and styled endlessly, because what’s the point of creating an eco-friendly garment if you’re only going to wear it a handful of times?
We haven’t launched anything new this season, and that’s entirely the point. Our core collection was designed to last, featuring swimwear staples that stay relevant through trends, seasons, and years.
Plus, between you and us, we’re a little busy designing our Summer of ’26 collection over on Instagram anyway.
Shop the Capsule Collection
Discover the SwimSerene Capsule Collection, featuring our signature Scoop Neck Bikini Top, One Piece Swimsuit, Balconette Bikini, and Front Tie Top, each designed to elevate your wardrobe, wherever you wear it.
Explore timeless neutral tones, feminine silhouettes, and sustainable design, all proudly made in the UK.
→ Shop the Capsule Collection
→ Follow SwimSerene on Instagram for more behind-the-scenes from Girls in Winter.
