HELD is the new, design-led swimwear brand just launched this month. The London based luxury label, is built on a simple idea: support should never come at the expense of style.
Swimwear that looks beautiful often lacks the support many bodies need, while technical swimwear can feel overly engineered or restrictive.
HELD was conceived by founder Jo Davis to provide the sought after answer for women who need supportive swimwear and at the same time seek garments which look chic and celebrate their curves. A former member of the Buying and Merchandising team at Topshop, Jo spent years understanding how women shop, wear, and experience fashion. As a keen swimmer, Jo struggled to find a swimsuit that worked for her own body, despite working in the fashion industry. The options always felt divided, beautiful but impractical, or supportive but uninspiring.
The idea for Held came unexpectedly while on holiday in 2024. After layering her favourite bra beneath a swimsuit, Jo noticed an immediate difference: the support transformed the fit, and the silhouette looked effortless. That simple moment revealed something obvious in hindsight. If lingerie could provide the structure women needed, why wasn’t swimwear
designed with that same foundation?
Davis comments:
Finding a swimsuit to fit, but more importantly one to support my boobs, was near on impossible. I spent so much money on swimsuits that didn’t provide what I needed, support and elegance. Then – it came to me. It’s impossible! Body and boob ratios are not linear. Boob position to dress size, varies hugely, just as height and back length is nothing to do with dress sizes. I decided to design elegant and chic swimsuits with separate lingerie level swim bras that create sublime silhouettes, that work together in a partnership. Your bra size, with your body size. Support from the inside out with two pieces that work seamlessly together. Because when the structure is right, confidence follows.”
HELD’s unique and innovative range provides women a choice of bras in their own cup and back size, to wear under the swimsuit. HELD’s bras are sold separately to the swimsuits, so that women can select their perfect fit. Each design is built around lingerielevel support, carefully engineered to lift, shape, and hold – then integrated seamlessly into the swimwear silhouette. With a capsule range of bras and swimsuits, each garment is crafted from the finest technical and quality fabrics in Portugal and Italy. The collection is offered in an ultra-flattering colour palette of black, cream and a petrol blue. The swimwear features high end detailing including gold clasps on the straps, while discreet cut aways and strategic
ruching, accentuate the beauty of the female form. Available now to pre-order, delivery in early June 2026.
Founder Jo Davis
