Why the Bikini is the Uniform for the Empowered Women

Are you tired of seeing the same “bikini body” headlines permeating celebrity news?  Yes, us too.  

While bikinis get attention in mindless gossip, it’s status quo and superficial. Yes, most women want to look good in a bikini. But not every woman feels the need to seek external validation when wearing a bikini. We believe that the bikini is the uniform for the empowered woman, no matter your size or shape. Here’s why:

  1. Beauty radiates from the inside out

If you’re like most women, you know when a photo is staged to be sexy. These photos show off perfectly toned bodies with barbie feet, arched backs and boobs and butts that are thrust out. We don’t need any more of these photos. Let’s say it again: We don’t need any more of these photos.


We like to see women in action. MI OLA brand ambassador @giuliamanfrini_ ripping in Costa Rica.

While we believe everyone should look good, these images perpetuate an outdated paradigm where a woman’s value depends on being objectified.

Beauty radiates from the inside out, whether you live in a bikini or not. We want to create a community that empowers women to do more of what they love with less stress. If you’re looking to redefine the “bikini” rules and live on your own terms, you’re in the right spot. We believe that confidence comes from within. No matter if you’re stick slim or curvy,  we know that you crush it in life, on the beach and in the waves.



  1. Amy Schumer is the voice (and body) of the new paradigm

Amy Schumer mocked beauty standards on #nationalbikiniday in this Instagram post. Amy, we hear you. We are you. The “bikini body” is typically defined by cultural standards and it often lacks meaning and substance. When can we wake up to the idea that most women don’t wear swimwear to look sexy for others. We wear it so we can have fun, feel comfortable, relax, or – crazy idea – go in the water.  


We wholeheartedly agree with Amy:

“Is it fat shaming if you know you’re not fat and have zero shame in your game? I don’t think so…I am strong and proud of how I live my life and say what I mean and fight for what I believe in and I have a blast doing it with the people I love.”


  1. A shift in perspective is needed

Think about most images in fashion and swimwear.  They usually feature passive women looking “sexy” for the male gaze. An image-based ad where a female sits idle, watching others doing, while “naturally” arching her back and pointing her toes is outdated.  We want to see women #getoutthere and have fun.


That’s why we shoot active women in our suits, in the water and on the beach.   Our women are surfing, SUPing, doing yoga, driving to a new beach… actively enjoying life.  They are not waiting for anyone to come save them. They are not waiting.  They are doing.

We are also big fans of the Getty Image Lean In Collection that makes stock photos of women more empowering. We’re not here to be just another swimwear line, but rather to change the images that we and our children see as a whole. Sheryl Sandberg of Facebook believes:

“You can’t be what you can’t see. In an age where media are all around us, it is critical that images provide examples that both women and men can emulate.”


Screen Shot 2016-07-18 at 6.04.12 PM


We have a huge perspective to shift and we’re eager to get started. That’s why we’ve created an opportunity to invest in our mission! Visit We’re working to make the best women’s swimwear. ever.