Sun, sea and swimwear

Our latest drop of swimsuits, bikinis and co-ords in vibrant hues and stand-out prints.

Summer 2025 is bringing the heat, and we’re not just talking about the weather forecast. Our new season swimwear is serving nautical flair and the kind of tropical vibes that’ll make you want to book a one-way flight to a sandy beach, (Ideally with a generous suitcase allowance). Versatile, breezy and unapologetically bold, it’s time to dive in…

Tropical coverups

No longer just a throw-on, but a full-blown fashion moment, bikini coverups have officially graduated from practical to iconic! Made with a minimum of 50% cotton from the Primark Cotton Project, our beachwear range is a masterclass in packing light (hello packing cubes!). Offering tropical-inspired kaftans, sarongs and matching sets that take you from pool to beach club without skipping a beat, this season encourages you to mix, match and clash. Rules? We don’t know them. Sassy oversized sunglasses, optional but advised.

New season swimwear

Goodbye minimalism, hello mood-boosting hues! SS25 is not the time to play it safe with colour. Think vibrant oranges, rich pinks and fiery reds — basically the whole sunset spectrum wrapped up in your swimwear drawer. Pair our triangle, multiway bikini top options with an unexpected bikini brief, like fuchsia and butter yellow, or a pair of high waisted bikini bottoms for a trendy look. The vibe? Confident colour-blocking ready to help you stand out.

Looking for more support and coverage? Our swimsuit options are sleek, figure hugging and 100% picture-worthy. Boasting off-the-shoulder and ruched designs, that pair seamlessly with linen trousers or denim shorts, they offer a look that is less about “what to wear in the water”, and more about building a look that is beach-to-street approved.

Snap, tag and share your holiday style using #Primania or @Primark.me for a chance to be featured online