By Zsófi Benyi
“I’m always in a bathing suit. I’ve tried everything, so I’m a pretty good connoisseur when it comes to swimwear.” Explains Pamela Anderson, model, actress, and the new memoirist: who made the red one-piece bathing suit a classic and iconic from Baywatch movie screens to burning in all our memories. Then there is Gigi Hadid, who needs no introduction as a global supermodel, branching off to build the brand Guest in Residence and to host Next in Fashion with Tan France. What does she have in common with not only Pamela Anderson, Sydney Sweeney, Hailee Steinfeld, and Sofia Richie?
Well, Malibu beach baby, the founder of Frankie’s Bikinis, Francesca Aiello, either grew up spending beach bikini days in the sun and sleepovers in the night (with Gigi, who calls her Frank) or was putting the swimsuits she made at seventeen into mailboxes (Pamela Anderson watched her grow up in Paradise Cove in Malibu) or knew the girls who were ‘It’ and asked them to collaborate. This: made Frankie’s Bikinis the It-girl-approved swim and resort-wear brand. She did not have to become a celebrity (like Emily Ratajkowski, Kim Kardashian, Candice Swanepoel, Kylie Jenner, Carrie Underwood, Ashley Graham, and Alessandra Ambrosio, who all launched swimwear) she just trusted in making suits and bikinis that were inclusive, used fabrics that were just as flattering, fitting as comfortable and confidence boosting and launched the right collaborations that spread the news of her brand like wildfire. The marketing is always simple, following the less-is-more-motto, which allows the brand to appear accessible. Francesca herself stars in all campaigns, taking you behind the scenes. Creative direction gives the ideal, dreamy, wanderlust, juicy summer vibes. Very few can, encapsulate summer perfectly and deliver it straight to your doors as Francesca. Do you crave that summer feeling? Watch a collaboration campaign or browse the look books with delicious names, like Pisces Princess, Miss Malibu, Sugar Coated, Surfrider, Love In Venice, or Borrowed From The Boys. Attention: doing so may result in a swimwear purchase!