Bel Air Swimwear was founded by three sisters; Julia, Sasha, and Ellie, united by a shared passion for fashion, creativity, and conscious design.

The idea for the brand began with Julia, who studied fashion at the London College of Fashion and started designing swimsuits during her first year. A lifelong lover of swimwear, she owned countless bikinis yet struggled to find one that truly combined comfort, style, and practicality. She envisioned swimwear that not only looks beautiful in photos but also performs effortlessly in real beach and pool settings.

Sasha and Ellie played an equally important role in shaping the brand. Sasha studied business in Stockholm, with a strong focus on sustainability, while Ellie is completing her studies at the University of St. Gallen. With strong business-minded and sustainability-focused perspectives, they helped transform Julia’s creative vision into a well-rounded, purpose-driven brand. Their close bond as sisters created a foundation of trust, collaboration, and shared ambition, making creativity at Bel Air Swimwear a collective process rather than an individual one.

The sisters attend international beachwear shows twice a year to source premium fabrics, explore innovative techniques, and refine each collection.

At its core, Bel Air Swimwear is guided by ethical practices and eco-conscious values. Every piece is thoughtfully designed to empower women to feel confident, stylish, and comfortable, while supporting a more sustainable future.