For our newest swim launch, Genny Shawcross traveled to South Africa, where sweeping coastlines, changing light, and endless ocean views set the tone for the season. Captured on a G7X and shot throughout beach days along the coast, the images follow Genny moving naturally through the landscape — sun, water, sand, and everything in between.
The result is a swim story that feels spontaneous and sun-drenched, shaped by the rhythm of the ocean and the atmosphere of the coast.
South Africa’s landscapes brought an effortless range of moods to the shoot — from bright midday sun to textured landscapes. Against this backdrop, the new Blush Swim collection comes to life.
The New Collection
This season’s swim collection explores a balance between seductive silhouettes and effortless wearability — pieces designed to feel confident, flattering, and comfortable enough to spend the entire day in.
The collection introduces two standout color stories: Liquid Gold and Liquid Berry.
Liquid Gold catches the sunlight beautifully, creating a luminous finish that glows against sun-kissed skin. Liquid Berry brings depth and richness to the collection — a bold yet refined shade that feels striking and feminine against the natural tones of the coast.
Silhouettes throughout the collection are designed to sculpt the body while remaining easy to wear. Sleek one-pieces contour and shape, while bikini sets highlight natural curves with clean, flattering lines.
Alongside these signature tones, the collection features a range of prints and color moments that add personality to the lineup.
A delicate liberty floral print introduces a softer, romantic element. A subtle zebra print brings a graphic, fashion-forward edge. Deep jewel tones like emerald add richness to the palette, while the collection’s standout cheetah print delivers a striking, confident energy that feels made for long days by the water.
Together, these pieces create a swim wardrobe that moves effortlessly between moods — from understated to bold, from classic to statement-making.
Behind the Shoot: A Conversation with Genny
During her time along the South African coast, we asked Genny about travel, swimwear, and her connection to the ocean.
how did south africa shape the energy of the shoot for you?
South Africa shaped the energy of this shoot by giving me such beautiful weather and landscapes. There was endless options of vibes!
did the landscape change how you experienced wearing the pieces?
The landscapes and weather helped pick what bikini I wanted to wear. If it was a bit gloomier, I would go for a one piece. If it was very sunny, I’d go for a bikini for minimal tan lines.
how did the swim pieces feel when you first put them on?
The pieces felt great as the quality was very nice and durable. I loved how the one pieces snatched my body.
which silhouette felt the most “you” and why?
I think the looks that felt most me were the one pieces and the gold bra bikini set. I loved the color and how it looked in the sun. These are the pieces I felt most beautiful in.
what do you look for in swim when you’re traveling or living in it all day?
I look for swim that’s going to compliment my features but also feel comfortable.
when do you feel most yourself in front of a camera?
I feel most myself in front of the camera when my best friends are taking the photos.
how does travel influence your personal style?
Travel influences my personal style because I often travel to tropical places. I love wearing bikinis, dresses, flip flops, crop tops, etc. I am definitely an over packer.
what’s your relationship with water, beaches, and being in nature?
I’m an earth sign so I feel very connected to earth and its energy. I feel called to certain countries and feel so at peace when at the beach, in the ocean, on a hike, etc.
where does your mind go when you’re in front of the ocean?
When I’m in front of the ocean, I often think of my childhood playing in the ocean with my parents and sister at the Jersey shore. It is my very first memories of the ocean and memories I hold dearly.
Discover Sun Dreams
The blush swim collection is designed for days that revolve around the water — from early swims to long afternoons under the sun.
With luminous tones like Liquid Gold and Liquid Berry, rich hues like emerald, and statement prints including Liberty floral, zebra, and cheetah, the collection offers a swim wardrobe that feels expressive, flattering, and endlessly wearable.
Wherever the season takes you, these are the pieces made to come with you.