Top Swimwear Boutiques in London – And Why We Do It Differently
- Ama Thea The Label
- May 10
- 7 min read
Swimwear is more than just fabric stitched into shapes; it’s personal, powerful, and often revealing—both literally and emotionally. In a city as style-savvy as London, you’d expect to find a vast, thoughtful selection of swimwear that speaks to all bodies, moods, and identities. And while there are standout boutiques, many still cater to trend-driven aesthetics or offer limited options for women who seek both form and function.
That’s exactly why Ama Thea The Label exists: to offer a different kind of swimwear experience—one that’s rooted in conscious design, refined detail, and a feeling of confidence that comes from being truly seen.
In this post, we spotlight some of the best swimwear boutiques in London and explain how Ama Thea The Label stands apart in its approach to style, substance, and sustainability.
Selfridges – For the Designer-Focused Shopper
As a London icon, Selfridges needs little introduction. Its swimwear department is a hub for luxury designers, offering pieces from global labels like Hunza G, Marysia, and Zimmerman. The selection is curated, glossy, and undeniably fashion-forward. It’s a dream for anyone who equates poolside with polished.
However, it can also feel somewhat transactional. With large floors dedicated to rotating brands, it’s easy to find something pretty—but harder to find something personal.
Why Ama Thea The Label Does It Differently:While Selfridges caters to many, Ama Thea The Label designs for the few who want more meaning from their wardrobe. Every piece we create—whether it's the supportive sports bra-style top or the effortless Janeiro bandeau—is built around comfort, craftsmanship, and connection. We believe you should know who made your swimwear, what it’s made from, and how it’s intended to make you feel.
Couverture & The Garbstore – For the Consciously Curated Edit
Located in the heart of Notting Hill, Couverture & The Garbstore offers a beautiful curation of independent brands. Their swimwear edit often leans into natural fibres, soft colour palettes, and minimalist shapes—perfect for the discerning, design-aware customer.
Yet despite its charm, the swimwear section is usually small, and sizing is limited. It’s more of a boutique discovery than a destination for swimwear-first shoppers.
Why Ama Thea The Label Does It Differently:Ama Thea The Label was built from the ground up with sustainability and body inclusivity at its core. We use high-quality recycled materials sourced from European mills and work only in small-batch production to minimise waste and elevate value. Our focus isn’t just on looking good—it’s about feeling grounded, empowered, and held in your swimwear.
Each Ama Thea The Label design goes through a process of functional fit-testing and fine-tuning. Our tops are made to move with you—on the sand, in the sea, and even at the studio.
Browns – For the Statement-Maker
For those chasing the cutting edge of fashion, Browns is often the first stop. With directional cuts, daring silhouettes, and designer labels galore, this boutique is known for pushing boundaries. Their swimwear reflects this energy—vibrant, bold, and editorial.
But with style often comes sacrifice—support, comfort, or practicality can sometimes fall by the wayside. Not every woman wants to spend their beach day adjusting a strappy cut-out top or worrying about tan lines shaped like constellations.
Why Ama Thea The Label Does It Differently:At Ama Thea The Label, we believe that minimalism doesn’t mean compromising on elegance—and support doesn’t mean sacrificing style. Our silhouettes are clean, sculptural, and designed with movement in mind. Each bikini top and bottom is thoughtfully cut to flatter, stay in place, and transition effortlessly from swim to sun-lounging.
We don’t follow trends; we follow intention. Our styles, like the Cetus Triangle Bikini Top in Crinkle or the Janeiro Adjustable Bandeau, speak softly but confidently. They’re designed not to shout for attention, but to hold space for your own presence.
London, a city renowned for its rich history, vibrant culture, and eclectic fashion scene, is also home to a burgeoning swimwear boutique industry. While the UK might not be the first place that comes to mind when you think of swimwear, the capital has seen a rise in boutiques offering stylish, sustainable, and ethically produced swimwear options. In this post, we’ll explore some of the top swimwear boutiques in London and delve into how Ama Thea The Label is setting itself apart in this competitive market.
Ama Thea The Label – A Commitment to Sustainability
At the forefront of London's sustainable swimwear scene is Ama Thea The Label. Established with a vision to create a brand centred on ethical and sustainable values, Ama Thea The Label focuses on slow fashion, ensuring that every piece is made with love and consideration for the planet. Their designs exude a luxurious feel, using premium materials and conscious fabrics that flatter a diverse range of body types, empowering women of all shapes and sizes.
Why We Do It Differently:
Ethical Manufacturing: All styles are developed and manufactured in-house at their London factory, supporting the UK workforce and reducing their carbon footprint.
Sustainable Fabrics: They exclusively use sustainable fabrics made from innovative yarns produced in an eco-friendly manner. For swimwear, they use ECONYL® regenerated nylon, made from discarded fishing nets, carpet fluff, and other nylon waste.
Zero Waste Commitment: Ama Thea The Label transforms leftover fabric into beautiful accessories such as scrunchies. Any remaining fabric that cannot be repurposed is sent for sustainable recycling.
Limited Quantities: They craft their pieces in limited quantities to avoid excessive production and minimise obsolete stock.
By prioritising sustainability and ethical practices, Ama Thea The Label offers swimwear that not only looks good but also does good.
Amie Lou London – Timeless and Empowering Designs
Another notable boutique is Amie Lou London, an independent swimwear label dedicated to crafting timeless, sustainable suitcase staples. All of their collections are intentionally designed and made in London following responsible practices, so you can feel your best whilst caring for the people and the planet.
Why They Stand Out:
Flattering and Functional: Their beautiful collections are designed to stand the test of time, always flattering and always functional.
Sustainable Materials: Each piece is made from ECONYL® yarn, a regenerated nylon created from ocean waste, which can be endlessly recycled and reused.
Empowering Fit: Amie Lou London is passionate about all things fit, helping customers find their perfect fit to feel empowered in their swimwear.
Amie Lou London combines style, sustainability, and empowerment, making it a go-to destination for eco-conscious fashion enthusiasts.
B London Boutique – Luxury and Trend-Led Selections
B London Boutique offers a luxurious and trend-led selection of fashion, swimwear, and beachwear. Founded in 2011 by Anna Grotkamp, the boutique was born out of a desire to create a one-stop shop that brings together all your favourite brands under one roof.
What Sets Them Apart:
Curated Collections: They curate the most luxurious and trend-led selection of fashion, swimwear, and beachwear, ensuring you have access to the latest styles.
Global Reach: With boutiques in both London and Ibiza, B London Boutique offers a unique shopping experience that blends the best of both worlds.
Exclusive Brands: Their Ibiza Boutique has been stocking a range of worldwide-known brands exclusively on the island since 2015, as described by Vogue Spain as the island's "best-kept secret of many famous beachwear lovers."
B London Boutique provides a curated shopping experience for those seeking luxury and trend-forward swimwear options.
The Swimwear Boutique – Personalised Service
The Swimwear Boutique is known for offering a personalised shopping experience, helping customers find the perfect swimwear to suit their individual needs and preferences.
Why Customers Choose Them:
Expert Advice: Their team provides expert advice to help you find swimwear that flatters your body shape and meets your comfort requirements.
Wide Selection: They offer a wide selection of swimwear brands, ensuring there's something for everyone.
Tailored Fittings: The boutique offers tailored fittings to ensure you leave with swimwear that fits perfectly and makes you feel confident.
For those seeking a personalised shopping experience, The Swimwear Boutique offers expert guidance and a wide selection of options.
The Beach Boutique – Beachwear and Accessories
The Beach Boutique focuses on providing stylish beachwear and accessories, perfect for your next holiday or staycation.
Highlights Include:
Stylish Beachwear: They offer a range of stylish beachwear options, from swimwear to cover-ups, ensuring you look chic by the pool or on the beach.
Accessories Galore: The boutique stocks a variety of accessories, including hats, bags, and jewellery, to complete your beach look.
Holiday Essentials: From flip-flops to sarongs, The Beach Boutique has all the essentials you need for your beach getaway.
For those looking to complete their beach wardrobe, The Beach Boutique offers a wide range of stylish options.
Why Ama Thea The Label Was Born
In a market saturated with overproduction, seasonal pressure, and an often narrow standard of beauty, Ama Thea The Label emerged from a desire to do things differently.
We believe in:
Designing with intention, not impulse
Celebrating real women, real movement, and real comfort
Using luxurious, recycled fabrics that feel as good as they look
Crafting in small batches, so every piece feels considered—not mass-made
Ama Thea The Label isn’t just another swimwear brand. It’s a reclamation of space: for self-expression, for presence, for ease. Whether you’re lounging in Lisbon, swimming in Cornwall, or stretching into a slow Sunday on your rooftop, we create swimwear that becomes part of your life, not just part of your wardrobe.
Where to Find Ama Thea The Label
You can shop Ama Thea The Label online at [https://www.amatheathelabel.com], with worldwide shipping and dedicated fit support. We also host seasonal pop-ups and private fittings in London, allowing customers to experience our texture-rich fabrics and tailored cuts in person.
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London is home to some of the world’s most iconic fashion boutiques—and there’s no shortage of beautiful swimwear to be found. But for the woman who wants something different—something slower, more thoughtful, and made to truly fit her life—Ama Thea The Label is the one.
We’re here for women who value design that feels personal, ethical choices that don’t compromise on luxury, and silhouettes that support not just the body, but the soul.
This is swimwear, redefined.This is Ama Thea The Label.
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