About

When I started AussieSwimStore, I knew I wanted to balance two important things. Firstly, I love fashion. All fashion, but especially I adore swimwear. All kinds of swimwear. Women’s swimwear. Men’s swimwear. Bikinis and one-piece swimwear. We spend our weekends pouring over key trends and uncovering exciting, fashion-forward Australian brands. Style magazines and designer catalogues keep us awake at nights. And new season colours and trends from the hottest labels? It’s almost too much. We need to have a cup of tea and a good lie down.

But here’s the thing: we might love fashion, yet fashion doesn’t always love us. By us, I mean women. Standing in front of a three-sided mirror in a tiny cubicle with fluorescent lights blaring down, in the middle of a busy shop, trying on swimwear? It’s never been my idea of a good time.

And why is this? After all, we’re beautiful, right? All of us. We have gorgeous skin and curves and boobs and bums and thighs. One thing that I’ve learnt in my 20 years experience in the fashion industry is that most women would happily swap bits of our body with someone else, regardless of how we look. Women with big breasts want smaller ones, and women with smaller breasts want bigger ones. Hour-glass women long for a boyish figure, while slim women want curves.

Part of the problem is that old-fashioned way of shopping for clothes: by size. We all know that finding clothes that flatter isn’t just a matter of choosing a number from 8 to 20. So instead of focusing on numbers, we decided to focus on the the right advice.

That’s why we designed our Styleyour Shape system--it’s a simple way to find the right swimwear, the suit that makes you look as wonderful as you feel. You’ll find advice designed so that every woman can choose swimwear that shows off her most gorgeous features and minimises the ones she’s not crazy about. Click here to try Style your Shape for yourself, and discover personalised recommendations to suit your individual shape.

We hope our articles about body shapes, styling and body confidence are helpful and fun to read. More than anything, we want you to feel special wearing our swimwear.

I’m not a multinational retailer. I’m an Australian woman, mad about fashion, determined to bring the best Australian swimwear to the world’s most beautiful women. You.

Best wishes
Lisa McDonald
Aussieswimstore