Thong bikinis are making waves in the fashion world, both as a hot commodity and a contentious subject. Heather Radke, author of "Butts: A Backstory," explains that thongs occupy "a complicated space in conversations of obscenity." As sales of this revealing swimwear soar, debates about body confidence, societal norms, and the regulation of public dress codes ignite across the globe.
Brands like Away That Day are capitalizing on the popularity of thong bikinis with items such as the Brazilian, a style offering slightly more coverage. Marks & Spencer has reported an uptick in thong sales and is set to introduce "neater, cheekier low-rise knicker shapes" in 2025. Pretty Little Thing boasts over 50 options in their dedicated "thong bikini" category, while Next offers thong bikini bottoms at £14. Asda's "Fiji" bikini bottoms remain a continual bestseller, indicating a strong consumer demand for this minimalistic swimwear.
However, the rise in thong bikini popularity is not without its challenges. In Greater Sydney, Australia, a council has banned thong and g-string bikinis at public swimming pools, sparking outrage among locals and igniting debates about the policing of women's bodies. Similarly, in the UK, Alton Towers prohibits thongs, and GLL, a social enterprise, mandates "full-coverage" bikinis. These regulations reflect broader societal tensions surrounding modesty and personal freedom.
"It is a place associated with sex and defecation and has long been tied up in questions of racial and gender categorisation and hierarchies," noted Heather Radke.
In France, the swimsuit debate takes a different turn. While full-body burkinis are banned at public pools, men must wear Speedo-style briefs. This juxtaposition highlights the varying cultural attitudes towards swimwear across different regions. Meanwhile, in South Carolina, USA, a woman was arrested in 2023 for sporting a thong bikini on Myrtle Beach, where such attire is banned.
Despite these controversies, thong bikinis continue to thrive in popular culture. The reality show Love Island has adopted them as a signature look, with celebrities regularly championing the style. Pretty Little Thing describes their thong bikinis as "a minimal style that causes maximum impact," appealing to those seeking to make a bold fashion statement.
Ingemae Kotze remarks that they offer "a fun shape that doesn’t make you feel too naked."
The trend is often attributed to growing body confidence among wearers. Yet, Radke questions this notion, urging consideration of the complex social dynamics at play. The conversation surrounding thong bikinis is multifaceted, involving issues of self-expression, societal expectations, and cultural norms.