The skimpy bikini trend has resurged with Frankies Bikinis becoming the celebrity-favorite brand, endorsed by A-listers like Dua Lipa and Kylie Jenner who’ve showcased the barely-there swimwear in recent social media posts. This marks a shift from the recent dominance of one-piece swimsuits in fashion.
The trend is spearheaded by luxury swimwear brand Frankies Bikinis, founded in 2012 by Francesca Aiello. The brand specializes in ultra-revealing designs featuring high-cut bottoms and minimal tops that have become synonymous with the ‘itty-bitty’ aesthetic. Recent celebrity sightings include Kylie Jenner wearing a polka-dot Frankies design during her Italian vacation and Dua Lipa sporting a cherry-adorned bikini while holidaying with fiancé Callum Turner.
This resurgence has gained significant momentum throughout summer 2025, with multiple celebrity endorsements occurring in August. Jenner’s Instagram post featuring her Frankies bikini appeared on August 17, while Dua Lipa was photographed in hers during early August. The trend reached new visibility when Hailey Bieber’s beauty brand Rhode featured Frankies designs at a recent influencer event in Mallorca.
The phenomenon centers around celebrity social media presence and luxury vacation destinations. Jenner’s Instagram post originated from Italy, while Dua Lipa was photographed in the brand’s designs along the Amalfi Coast. The brand’s Malibu roots remain central to its identity, though its influence now spans global fashion capitals and resort destinations frequented by celebrities.
The revival stems from shifting fashion preferences and celebrity influence. According to Selfridges’ buying manager Grace Neal, bikini sales now outperform one-pieces as consumers seek versatile pieces that double as fashion tops. Brand collaborations with celebrities like Jenner’s Khy label have accelerated the trend, while founder Aiello emphasizes that skimpy designs represent “a lifestyle about owning your confidence.”
Celebrities amplify the trend through strategic styling and social media. Jenner styled her bikini with oversized sunglasses and gold jewelry for a luxe vacation aesthetic, while Dua Lipa paired hers with retro sunglasses. Influencers at Bieber’s Rhode event coordinated yellow bikinis with the brand’s new citrus-flavored lip tints, demonstrating how swimwear integrates with broader fashion and beauty narratives.
The trend signals a notable market shift. Victoria’s Secret acquired a minority stake in Frankies Bikinis in 2022, while retailers like ASOS began stocking the brand in 2024. Industry analyst Fflur Roberts notes the commercial appeal stems from how bikini tops now function as everyday fashion pieces, blurring traditional swimwear boundaries. The celebrity endorsements have driven significant consumer demand for the brand’s $200+ bikini sets.
Fashion experts predict continued growth for the micro-bikini trend through 2026 swimwear seasons. Frankies Bikinis plans to expand its apparel lines while maintaining collaborations with celebrities. The brand aims to reach new international markets while navigating challenges around inclusive sizing that have historically plagued the skimpy swimwear category. As Aiello states, the goal remains making “every woman feel there’s a Frankies piece made just for her.”