The bikini game is strong these days. Over the past three years the world of swimwear has become something women are involved in. Choosing something high cut, tits-lifting, leg lengthening and tummy-flattening is a process. Finding the perfect bikini might be enjoyable, but trying on endless bikinis, peeling off your skinnies and donning stretches of material that you thought was a smidge too small anyway, ain't all that fun.
And then comes the independents who makes everything okay. I mean the new wave of bikini-producers whose whole craft is focused on perfecting the bikini shape, style and material, for the best fit and feel. These bikini pioneers have eclipsed the designer garms, which used to be where the High Street would love for inspo. Instead, companies like Joel Swimwear showcase their beautiful on the only form of advertising anyway cares about these days: Instagram.
If it looks good on the model, and non-models online, it will look good on me, or at least that's what I hope when I pour over the Joel Swimwear feed.
Their pieces are pretty and uncomplicated. The collection sizes range from UK size 6 – 14 and S/M/L, with adjustable tie sides on every pair of bottoms. The tops are the classic 'bikini' triangle shape.