EVERYONE from Kim Kardashian to Myleene Klass is throwing themselves into the same side hustle — a personal swimwear campaign.
With Marks & Spencer reporting a 76 percent year-over-year increase in swimwear sales, celebrities are jumping at the chance to make the industry buzz.
Brand and culture expert Nick Ede confirms that the celebrity swimwear business is booming, margins are big and profits are even bigger.
He says: “Everyone wants to look glamorous and feel part of the glitzy world, whether it’s at the O Beach and Wi-Ki-Woo resorts in Ibiza, St Tropez, Miami – or Brighton.”
“That’s why celebrities are jumping on the swimwear brand trend because it’s a lucrative way to make money and also build your own brand.”
“With TV shows like Love Island and Too Hot To Handle being repeated around the world, swimwear is now as much a fashion statement as formal wear.
“Celebrities know their fans want to look and be like them. And since celebs know they’re their best advertisement, they’re raking it in.”
Here Yasmin Harisha looks at the top ten stars that are causing a sensation.
1. Kim Kardashian – £40million
AFTER struggling to find supportive underwear, 42-year-old Kim founded Skims in 2019 and added swimwear to the lineup in March last year.
Nick says: “Kim has built an empire with her Skims, which includes a swimwear line, and is valued at around £2.5 billion in total.”
“There is a design for every type of woman and every skin colour.
“She can easily make a cool £40million from her swimwear collection alone.”
2. Khloe Kardashian – £20million
After co-founding Good American with co-founder Emma Grede, 38-year-old Khloe modeled swimsuits and jeans for the brand in 2016.
Nick says: “Good Swim is one of the most popular ranges in the world.
“The swimwear reaches millions through the use of their sisters, who also model the brand on their social media.
“Then there are the inclusive sizes and styles. I can see Khloe making at least £20million from this.”
3. Tess Daly – £2million
STRICTLY presenter Tess, 54, launched her luxury brand Naia Beach with girlfriend Gayle Lawton in 2021.
Although the suit costs around £150, its popularity has not waned.
Nick says, “Naia Beach is a brilliant brand with credibility, a loyal customer base and some great designs.
“Tess has created its image around health and happiness and customers trust it to be a good quality brand. I can imagine her grossing £2million.”
4. Myleene Klass – £1million
17 years ago, SHE showered on I’m A Celebrity in this white bikini, and now 45-year-old Myleene is making a fortune from similar swimwear.
Nick says: “Having recreated her famous shower scene on I’m A Celebrity South Africa this month, I suspect her collaboration with Next will be a big seller – and expect it to fetch £1million.
“She used the show as a great promotion for the range.”
5. Pamela Anderson – £1million
It was a bright red swimsuit that helped launch her Baywatch career in the ’90s, but 55-year-old Pam still has it at stake when it comes to swimwear – even if her costumes cost up to £200.
Nick says: “Pamela has launched a very cool retro collection with Frankie’s bikinis.
“It’s glamorous and classy. I can see her earning at least a million pounds as many fans will be keen to get a piece of the Pammy pie.”
6. Leigh-Anne Pinnock – £200,000
SINGER Leigh-Anne, 31, and her former personal assistant Gabrielle Nikita decided to dive into the world of swimsuits in 2017 with “In A Seashell.”
Prices range from £29.99 for a triangle bikini bottom to £39.99 for a bib detail top.
Nick says: “This is a very popular choice of inclusive swimwear. Her pop star status also helps tremendously.
“She has great style skills that will help her bring in a whopping £200,000 in sales.”
7. Montana Brown – £200,000
Former Love Island beauty Montana, 27, launched her inclusive brand Swim Society in 2019.
Since then, it has won over fans with sizes from 6 to 20 and also meets the sustainability criteria with recycled polyester.
Nick says: “Montana’s range includes pieces for all shapes and sizes.
“She’s had a great career with her Love Island appeal and I can see her making £200,000.”
8. Helen Flanagan – £100,000
WITH her stunning figure and blonde hair, the 32-year-old ex-Corrie actress has teamed up with luxury swimwear brand Moda Minx for her own line, which launched this month.
Nick says, “This edit plays with Helen’s fabulous character. I can imagine it being picked up by her fans as they prepare their wardrobes for Marbella.
“I think she can chase Billie Faiers in the cash stakes and make around £100,000 for her collection.”
9. Billie Faiers – £100,000
She had her third child in December last year, but that didn’t stop former Towie star Billie, 33, from getting in shape to promote her new line for InTheStyle, which she launched in 2016.
Nick says: “She is a popular reality star and has 2.6 million followers on Instagram.
“Brands continue to work with her and I can see her hitting the £100,000 mark with her swimwear collection.”
10. Gemma Owen – £30,000
When she starred last year, her OG swimwear brand was featured in almost every episode of Love Island.
Gemma, 20, describes it as “luxurious and stylish with a youthful touch”.
Nick says: “By using the villa as a catwalk, Gemma proved that she has both brains and beauty.
“It’s a stylish collection that has brought her in excess of £30,000.”