Partywear label SLA by Sarah Ashcroft dips its toe into swimwear design

The viral partywear brand SLA The Label, founded by the British style influencer Sarah Ashcroft, has launched a collection of "ultra-stylish, affordable swimwear pieces" after noticing a "gap in the market".

Sarah Ashcroft, the Founder of SLA The Label, is one of the UK’s most successful influencers with 1.2 million Instagram followers. Drawing on her own design knowledge and her wealth of experience working with some of the top UK fashion brands, Sarah launched the brand in 2019.

Known for designing instant ‘sell-out’ collections, which often feature high-octane sparkle and glamour, SLA has branched out into swimwear in an attempt to corner the affordable swimwear category.

Sarah Ashcroft, Influencer and Founder of SLA the Label, told TheIndustry.fashion: "The SLA girl loves to travel, and always wants to look as stylish on the beach as she does on a night out. I decided to launch SLA Swim last year as I saw a gap in the market for ultra-stylish, affordable swimwear pieces, designed with luxury in mind."

The collection is a curation of vibrant prints and trending sheer fabrics, pulling inspiration from Italian and Spanish coastal towns. Bold vintage florals meet seasonal prints, such as the hand-painted watercolour and digital solarised flowers.

Ashcroft added: "This season we have curated the ultimate beachwear capsule wardrobe, including timeless bikini cuts that can stay in your holiday wardrobe forever, matched with luxurious chiffon pieces adorned with gorgeous prints for beach to bar capturing the essence of hot sultry nights in paradise."

Just last month, SLA launched its first-ever bridal collection featuring its signature sparkles.

As expected, the new collection features "high-shine fabrics, diamanté embellishments, silhouette dresses, and eye-popping glitter tailoring". Each piece doubles as a wardrobe staple that can be worn beyond the wedding day.