JUILLET SWIMWEAR

JUILLET SWIMWEAR

Juillet Swimwear was co-founded by Whitney Wilkerson and Lindsay Rae Hofmann in Los Angeles in September 2017, after Hofmann's earlier work in brand consulting and celebrity dressing. The label has stayed narrow on purpose, contemporary swimwear cut with the kind of finishing usually reserved for eveningwear, which is presumably why it turns up on January Jones, Hailey Bieber and Bella Hadid rather than only in beach photos.

Swim

This is the category the label exists for, and everything else in the edit works around it. The construction favors clean lines and a fitted, considered cut over novelty prints, which lines up with a founding team that came out of styling and celebrity dressing rather than pure textile design.

Tops and shirting

The brand's move beyond the water, cover-ups and shirting built to extend a swim look into the rest of the day. It is a logical adjacency for a label that was founded by people used to dressing someone for an entire trip, not just the pool.

Accessories

Smaller pieces that round out a resort wardrobe rather than headline it, in keeping with a brand whose identity is still primarily the swimsuit. They read as finishing touches, added once the core category had already found its audience.

More from the collection

The rest of what this edit is pulling from Juillet's current range, still oriented around the same warm-weather, going-somewhere premise the label launched with in 2017. It has not tried to become a full ready-to-wear house, which is arguably to its credit.

Our honest take

There is not a deep public paper trail on this label beyond its founders' own bios, but the celebrity wear speaks for itself: swimsuits that photograph like they were made for exactly that. A specialist swim brand that stays a specialist swim brand is not the worst business decision on this page.