The sun may be shining, but Britain’s lidos are under threat—not from budget cuts or unpredictable weather, but from a more personal crisis: swimwear confidence.
According to a new survey by lingerie and swimwear label Pour Moi, nearly 80% of UK women over 30 say they don’t feel confident wearing swimwear in public.
Only 7% of respondents claim to feel completely at ease in a swimsuit—a statistic that might explain why once-bustling public pools are falling quieter each season.
As searches for “bikinis,” “flattering swimsuits,” and “tankinis” continue to trend upwards on Google, it’s clear that women are still looking to feel good on holiday—they’re just being far more selective in how they do it.
The Doing It Pour Moi campaign pulled back the curtain on the shopping habits, insecurities, and sartorial decision-making of British women. Perhaps the most telling? Nearly a third of women pack just two pieces of swimwear for a seven-day trip. Less, it seems, really is more—if you’ve found a piece that makes you feel good.
The Real Issue Behind the Shyness
This isn’t just a vanity issue—it’s an identity one. Swimwear confidence isn’t about size or age. It’s about feeling seen, supported, and stylish without compromise. And for many women, the high-street offerings simply haven’t delivered.
Pour Moi’s Marketing Manager, Marina Nicoli, puts it simply: “At Pour Moi, we believe every woman deserves to feel amazing in her swimwear. It’s all about the perfect cut, a flattering silhouette, and colours you feel fabulous in.
We offer a range of cup-sized styles to give you the support you need – and if you’re after a little tummy control, we’ve got plenty of options.
From swimsuits to bikinis, there’s a style to suit every body. So, whether you’re after a bold new print or something more classic, you’ll be feeling confident inside and out.”
Designing Confidence: The Styles That Deliver
This season, the brand’s hero pieces are doing more than turning heads—they’re building self-belief.
- Palm Springs Colour Block Tummy Control Swimsuit, £49
Structured, vibrant, and surprisingly sculpting, this suit flatters every angle thanks to clever design lines and bold blocks of colour. It’s function, meet fashion.
- Santa Monica Swimsuit, £49
One sells every five minutes—and for good reason. It combines moulded cups, a tummy-control panel, and optional straps in a silhouette that’s both supportive and stylish. Confidence, bottled in black lycra.
- St Kitts Underwired Boost Push-Up Padded Top + St Kitts Tie Fold Over Brief, £24
This bikini doesn’t whisper—it makes a statement. With underwiring, push-up padding, and adjustable straps, it’s tailored elegance you can actually swim in.
A Bigger Cultural Shift?
The data reflects more than retail trends—it points to a cultural moment. Swimwear confidence is no longer an indulgent luxury; it’s an act of self-respect. Brands like Pour Moi are answering the call, not just by marketing to women, but by actually listening to them.
If the future of summer holidays is to remain bright, the fashion industry needs to keep pace with the realities of the modern woman. After all, a confident woman isn’t just good for business—she’s good for society.
So as we edge into another heatwave season, the question isn’t whether women will show up at the beach. It’s whether the swimwear on offer will finally show up for them.
For more styles and swimwear designed to boost your confidence, visit pourmoi.co.uk
