British Luxury Resortwear Brand. Designed in London
A Letter From Our Founder
I started Bad N Bare in 2022, the week I graduated from London College of Fashion.
Bad N Bare is designed by a woman, for women. For women who travel, who dress for themselves, and who walk into a room, or onto a beach, and own it.
I knew exactly what I wanted to wear on holiday, and I couldn’t find it. I wanted swimwear that looked snatched while sculpting my body, and still felt incredible on. So I made my own.
Fit is everything to me. Every piece is tried, refined and perfected until it sculpts, cinches and holds you in all the right places, while feeling completely comfortable. If it doesn’t fit perfectly, it doesn’t leave the studio.
I always want women to feel their sexiest, most confident selves. If she feels that wearing Bad N Bare, then I’ve done my job.
Rarity matters to me just as much. There’s nothing worse than walking into a beach club or a dinner and seeing someone in the same outfit as you. That’s why I design in small runs and never chase trends. Every piece is timeless, made to flatter the female form, and made to stand apart.
Bad N Bare is independent, and every collection is still designed by me in London.
All my love,
Ella Jones
Founder and Creative Director
As seen On
Maya Jama · Jordan Chiles · Nelly Korda · Nazanin Mandi · Parris Goebel · Midge Purce
Worn on the cover of Sports Illustrated Swimsuit. Chosen to open Love Island. Sent down the runways of Miami and Sports Illustrated Swim Week.
Sports Illustrated
In 2025, Jordan Chiles wore Bad N Bare on the cover of Sports Illustrated Swimsuit, one of just four cover stars that year. In the same issue, Nelly Korda was shot in Bad N Bare in Boca Raton, while Nazanin Mandi and Parris Goebel wore it in Jamaica. Bad N Bare has since walked the Sports Illustrated Swim Week runway twice.
“Anything but your basic swimsuit.”
— Sports Illustrated Swimsuit
Miami Swim Week
From the studio to South Beach.
Bad N Bare made its runway debut at Miami Swim Week, the world’s most watched stage for swimwear. Each look was shown just as it was designed: sculpted, sexy and impossible to miss.
