The new brand is cutting through the swimwear clutter.

By Courtney Kenefick
June 17, 2015
Courtesy of Bikyni

When preparing for a seaside escape, whether it be to the Amalfi Coast, the Bahamas, or Montauk, there’s one key piece to pack: a great bathing suit. Unfortunately, finding swimwear that’s well-fitting, high-quality, and on-trend can be more complicated than planning the trip itself. Cue Bikyni, a new brand that is changing the way women shop for swimsuits.

Courtesy of Bikyni

The direct-to-consumer company launched last month with the intention of making bathing suit shopping intuitive. Solid bikinis and strappy one pieces can be purchased exclusively through its website, where finding the right style is easier than the dreaded fitting room try-on: The company’s fit guide is detailed, but not over complicated; style names are straightforward (The Triangle, The Halter, The String); and the trend-driven color options are paired down. Plus, the mix- and-match platform is reminiscent of Cher Horowitz's digital closet—in other words, coupling separate tops and bottoms is a cinch (and really fun!).

The concept is simple, yes, but quality still remains at the forefront: fabrics come from Italy and the suits are California-made. The kicker? It’s all under $100.

Courtney Kenefick covers fashion and beauty and Travel + Leisure. Follow her on Twitter and Instagram @coco_kenefick.