Now, fast forward to 2023, and the thong bikini is back in a big way, taking fashionistas and beach lovers by storm. Just as the New York Times recently stated thong bikinis (or at least cutout swimsuits) are the #1 beachwear trend. Who What Wear went even further, declaring them the number one swimwear trend of the year. This big wave of bringing back this style coincides with when we as a society are going through a shift to become more body-positive and more self-expressive.
Shaun Cole, an associate professor in fashion at the University of Southampton, observes that thong bikinis symbolize a more expressive moment in body consciousness. He acknowledges, “I think we’ve gone into a new age of body consciousness – a more expressive time period. For many, this change signals the undeniable influence of a deeper, cultural body-positive movement. People are celebrating different body types and confidently rejecting old swimwear standards.
The journey of the thong bikini dates back centuries, with its earliest iteration traced to ancient loincloths worn by men. In 1974, the modern thong bikini exploded onto the scene. Austrian-American fashion designer Rudi Gernreich produced this spectacular swimwear as a counterpoint to a Los Angeles city council prohibition on public nudity. This daring approach opened the door for swimwear that championed sultry vibes and individual freedom.
The 1939 World’s Fair in New York represented a turning point for thong-style swimwear edict. Allowing for anatomical underpinnings, Fiorello La Guardia, then mayor of New York City, decreed showgirls to wear their cheeks — forcing the use of thongs found in modern public performance. However, although these swimsuits have historically been synonymous with liberation and individuality, they have been scrutinized for being hyper-sexualized. Yet the thong, notes Roberta Sassatelli, a sociology professor at the University of Bologna, has never really gone away in its entirety. She emphasizes that today it is often rendered more sexualized in today’s fashion spaces.
The growing acceptability of thong bikinis, perhaps in part influenced by popular culture, can be seen even in teen swimwear. Reality television shows like Love Island play a major role in normalising and integrating these swimsuits into mainstream fashion. Meanwhile, celebrity figures like Simone Biles, Heidi Klum, Sofía Vergara, and Nicole Scherzinger have embraced this trend, showcasing their confidence in thong bikinis on various platforms.
Despite this acceptance, not all are in favor of thongs hitting the mainstream. One such council in Greater Sydney, Australia, changed that earlier this year. Specifically, they outlawed thong and G-string bikinis at public pools. In the UK, Greenwich Leisure Ltd bans thongs at all their facilities by requiring swimmers to wear “full-coverage bikinis.” An NBC News story quoted a spokesperson from the company saying “[that thongs wouldn’t be appropriate].”
At the same time, practitioners in the manufacturing sector are observing a profound change in how things are made. Amber Butchart, a historian of dress and design, notes that thong bikinis are more diversified in sizes today. They are getting sold to a wider, more diverse audience today than ever before. She emphasizes how intimately swimwear is connected to the body itself. This connection demonstrates our changing views on decency, ethics, and socially acceptable display.
Societal perceptions are changing, and with them comes what body types belong in thong bikinis. Aliya Wilkinson, the founder of the luxury swimwear label Ôsalé, celebrates an incredible first. Women of every shape and size are throwing caution to the wind and embracing more daring cuts, a sign of the ever-growing cultural body positivity and self-love movement. This cultural shift has allowed many individuals to embrace swimwear designs that were once considered exclusive to specific body types.
The allure of thong bikinis comes from their comfort and aesthetic as well. Victoria, a young woman who adopted the trend, shared her thoughts: “I saw thong bikinis everywhere and wished I could wear one. Then I thought about it and was like, it’s just a homeless guy. Men run around in those little, little trunks where you know all of the business, why can’t I do this. Plus, it was really comfy.” This sentiment very much echoes what thong bikini lovers everywhere feel as it pertains to the freedom skimpy swimwear brings.