Naia Beach Swimwear Makes a Splash at Home with a Quintessentially British Twist… British Swimwear Brand Unveils Bold New Campaign at a Country Manor – and Not a Beach in Sight Naia Beach, the premium British swimwear brand co-founded by Tess Daly and Gayle Lawton, is making headlines with the launch of its latest campaign — and it’s turning swimwear conventions on their head.
Set against the lush, timeless backdrop of an English country manor, the campaign, “ A celebration of British heritage by design” puts the brand’s British heritage centre stage in a sophisticated and unexpected way. There are no beaches or infinity pools here — just pure British charm. From croquet on the lawn to a refined afternoon tea, each image captures the elegance of British style, while showcasing Naia’s sculpted, ultra-flattering swimwear.
Tess Daly, co-founder of NAIA Beach, goes on to say:
“Our mission at Naia Beach has always been to empower women to feel their confident best in our swimwear. In this new campaign, we are celebrating our British heritage and iconic designs ”
The irony of a swimwear brand launching a campaign without a beach or pool in sight? That’s not a mistake, that’s the strategy.”
Gayle Lawton, Co-Founder of NAIA Beach. “We wanted to show the power of contrast, a swimsuit styled with wellington boots or while reading Jane Austen in a manor library, it’s striking, yet deeply feminine.”
Jay Mendes Creative Founder at Mamapöol adds, “Creativity in a cluttered space isn’t about being louder. It’s about being different. This campaign flips the script by celebrating form, fit and confidence in an unexpected, utterly British setting.
Shot like an editorial feature for a fashion magazine, the images offer a moment of storytelling and style rarely seen in the swimwear space. “This campaign is a narrative — a fashion fantasy rooted in Britishness,” says photographer Zak Walton the London based photographer behind the lens “Every frame is a nod to British eccentricity and understated elegance, designed to intrigue and inspire.”
Naia Beach is known for combining sculpting design, timeless luxury and effortlessly glamourous styles. Every piece is fitted up to five times to achieve the perfect silhouette.
The campaign, featuring eight striking editorial images, launched on Friday 4th July on GMT 9am across UK digital platforms, media partners and on their website.
