O’Neill SS21 Swimwear

O’Neill SS21 Swimwear Preview

Brand: O’Neill

What are the key industry trends in women’s swimwear for SS21 and how are you implementing them in your SS21 collection?
Inclusivity is key. For SS21 we created a new body shape matrix based on our research around womens changing body types. We revisited the shapes and sizing to ensure we have styles for all women, regardless of bodytype. A bikini is the most initimate garment a woman will purchase and we wanted to make this process as easy and confidence building as possible.

What have been the major inspirations behind the designs in the SS21 range?
Comfort doesn’t need to come at the expense of style and our Spring Summer 2021 Casual Wear collection proves it. There are a lot of trends but the ones we thought most true to the brand identity is the mixed cultures trend, globalisation, citizen of the world  – California lifestyle. Nostalgic colour palette and all over prints that speak to our Californian routes. Our ‘Citizens of the World’ collection is inspired by destinations a little further afield and the souvenirs you collect along the way.

O’Neill SS21 Swimwear

How has Covid-19 affected your SS21 sell-in plans?
Covid-19 pushed out our sell-in meetings due to the delay in sample delivery.

What style/shape of swimwear is most popular in your range? 
Bralette tops like Baay for the tops, bralette styles are very much on trend.  For bottoms definitely Maoi and Malta which make you feel ‘hugged’ and secure but on top of that give you a nice bum shape.

In terms of performance, what materials and construction techniques are you working? Are you implementing new ones in the SS21 range?
We are still working with a few features such as Hyper comfort, which is a construction that does not dig in your skin but is stil feels very secure and sits perfectly on the body. For Sport performance we still work with constructions such as Paddle free comfort zone on skins and surf suits to give you freedom of movement and no rash under your arms. The Superkini collection has soft, slip resistant Nanofront panels, which get more grippy in the water, meaning they stay in place while you surf. With anti-rash Hyperthread and made from recycled plastic waste.

O’Neill SS21 Swimwear

O’Neill SS21 Swimwear

What colour palettes and prints will we find in your SS21 range? Any crossovers from other brand product categories?
You will find a comprehensive selection of color and prints in our SS21 range. Our swim wear pillar cross merchandizes with both our casual and active pillars.

What efforts are you making towards sustainability?
Sustainability is at the core of O’Neill and central to Our Ocean Mission. We are proud to say that 100% of our SS21 range is made from at least 40% sustainable materials. Responsible manufacturing is critical to us and we look forward to moving this benchmark even further forward in future seasons.

Any exciting marketing campaigns for your SS21 collection? When will it be launched?
We are excited to be working with our global ambassador Imogen Caldwell on a new capsule collection that performs in and out of the water. It lands June 1st. O’Neill will also focus on digital marketing, speaking of influencer marketing and all other digital platforms.

What kind of support are you offering your retailers?
The body shape matrix will be available as a VM tool for all retailers.


Please name your 3 highlight pieces.
Kailua SuperkininTop, Cruz Superkini Bottom
Baay Top
Maoi Malta Bottom

Brand Previews

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Retail Buyer’s Guides

Foils 2021

Kites SS21

Longboards SS21

Surfboards SS21

Sunglasses SS21

Wetsuits SS21


Great Outdoors SS21

Hanging Shoes SS21

Boardshorts SS21

Bottles & Flasks SS21

Backpacks SS21

Skate Hardgoods SS21

Swimwear SS21

Skate Shoes SS21

Foamies 2020

Kiteboards 2020

Kites 2020

Longboards 2020

Sunglasses 2020

SUP 2020

Surfboards 2020

Impact Vests 2020

Powsurfers FW20/21

Cruisers 2020

Wetsuits FW20/21

Beanies FW20/21

Snow Helmets FW20/21

Body Protection FW20/21

Base Layers FW20/21

E-Boards 2020

Facemasks FW20/21

Snow Safety FW20/21

Goggles FW20/21

Snowboards FW20/21

Skate Shoes FW20/21

Longboards SS20

Watches SS20

Sunglasses SS20

Kiteboards SS20

Kites SS20

Wetsuits SS20


Sun Cream SS20

Hanging Shoes SS20

Boardshorts SS20

Surfskate SS20

Backpacks SS20

Skate Shoes SS20

Eco Textiles SS20

Longboards 2019

Surfboards 2019

Underwear 2019

SUP 2019

Sunglasses 2019

Facemasks FW19/20

Powsurf FW19/20

Beanies FW19/20

Wetsuits FW19/20

Cruisers 2019

Goggles FW19/20

Snow Safety FW19/20

Socks 2019


Screen Shot 2020-12-21 at 09.17.51
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