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Frankies Bikinis—yes, the label that turned every It-girl’s swimwear into a summer must-have—is selling, you guessed it (or maybe you didn't): viral knitwear. Founded by Francesca Aiello, the brand made a splash with its trend-led bikinis worn by everyone from Hailey Bieber to Bella Hadid. Its latest autumn/winter collection, featuring its “Cloud Knits,” has already taken over Instagram, and we’re pretty sure it’ll sell out faster than you can say “crochet bikini.” It might sound like a contradiction—Frankies Bikinis and woolly sweaters—but that’s where the magic lies. Somehow, we’ve all become comfortable with saying, “Oh, this jumper? It’s from Frankies.” But how did this transition happen, and more importantly, why does it feel so right?
When a brand nails one thing as hard as Frankies did with bikinis, it’s almost impossible to imagine them doing anything else. But here’s the thing about smart brands—they evolve. Frankies Bikinis mastered the art of product diversification, which in fashion terms means branching out from your signature piece (in this case, a bikini) into new areas, using your established identity and customer loyalty to launch fresh products. It’s what keeps brands exciting, relevant, and most importantly, constantly in our carts.
Frankies, like many buzzy brands, started small, with bikinis that stood out. They were playful, flattering, and drenched in that carefree California vibe. This strong core identity gave them a loyal following—hello, Malibu summer crowd—who were more than happy to follow wherever the brand went next. And so, once they had their swimwear loyalists, expanding into knitwear became, dare we say, almost obvious.
Brands like Refy and Rhode have done the same, taking a niche product and slowly expanding their offering. Jess Hunt built Refy around perfect brows before stepping into face and lip products. Similarly, Hailey Bieber’s Rhode began with a pared-back skincare routine and has since become a Gen Z favourite. Frankies Bikinis is doing just that, except they’re transforming from summer staple to year-round must-have.
So why the move into knitwear? Simple—fashion is moving towards a seasonless vibe. We want pieces that look just as good in September as they do in January. And Frankies has tapped into that by designing knits that are as cool and slouchy as their swimwear. Their Cloud Knits line is dreamy, with soft, body-hugging textures that feel like the perfect antidote to post-beach chills.
More than that, post-pandemic dressing has shifted. We’re now all about cosy, comfortable fashion, but make it chic. Frankies, with their effortlessly cool aesthetic, nailed the brief. And when you see the likes of Emily Ratajkowski in one of their slouchy knit sets, you get why this pivot makes so much sense. The brand’s signature? Youthful, sexy, and slightly undone, no matter the fabric.
Just like Refy’s clean beauty approach translated into face makeup, Frankies Bikinis’ brand of effortless style transitioned into knits without losing its core vibe. The colour palettes and cuts still say Frankies. Just less “poolside” and more “fireside.”
Of course, expanding into new categories isn’t without its risks. Brands that go too far too fast, or who lose sight of their original identity, can end up confusing their audience or diluting their core appeal. We’ve seen it before—labels chasing the next big thing and losing what made them special in the process.
But here’s why Frankies succeeded: they stayed true to their aesthetic. Whether it’s a bikini or a sweater, the design ethos remains the same—sexy, playful, and a little bit dreamy. The expansion felt like a natural next step, rather than a desperate grab for relevance. The brand didn’t jump into evening gowns or couture; they simply extended their vibe into pieces that suit the same girl—just during a different season.
It’s a move not unlike Fenty Beauty’s expansion into skincare and haircare, staying within the same realm while offering new ways to engage with the brand. For Frankies Bikinis, knitwear was the perfect complement to their established world of beachwear, and judging by the Instagram hype, it’s resonating.
With their knits already in high demand, the question is: Where does Frankies Bikinis go next? If they continue reading the market as well as they have, they could branch further into a full lifestyle brand. More loungewear? Maybe even outerwear? Either way, they’ve proven that even a bikini brand can dominate year-round wardrobes.
Diversification, when done right, is less about the product itself and more about the vibe the brand creates. Frankies Bikinis has shown that whether you’re lounging poolside in a bikini or curled up in their knitwear, you’re still wrapped in their signature laid-back comforting styles.
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Frankies Bikinis—yes, the label that turned every It-girl’s swimwear into a summer must-have—is selling, you guessed it (or maybe you didn't): viral knitwear. Founded by Francesca Aiello, the brand made a splash with its trend-led bikinis worn by everyone from Hailey Bieber to Bella Hadid. Its latest autumn/winter collection, featuring its “Cloud Knits,” has already taken over Instagram, and we’re pretty sure it’ll sell out faster than you can say “crochet bikini.” It might sound like a contradiction—Frankies Bikinis and woolly sweaters—but that’s where the magic lies. Somehow, we’ve all become comfortable with saying, “Oh, this jumper? It’s from Frankies.” But how did this transition happen, and more importantly, why does it feel so right?
When a brand nails one thing as hard as Frankies did with bikinis, it’s almost impossible to imagine them doing anything else. But here’s the thing about smart brands—they evolve. Frankies Bikinis mastered the art of product diversification, which in fashion terms means branching out from your signature piece (in this case, a bikini) into new areas, using your established identity and customer loyalty to launch fresh products. It’s what keeps brands exciting, relevant, and most importantly, constantly in our carts.
Frankies, like many buzzy brands, started small, with bikinis that stood out. They were playful, flattering, and drenched in that carefree California vibe. This strong core identity gave them a loyal following—hello, Malibu summer crowd—who were more than happy to follow wherever the brand went next. And so, once they had their swimwear loyalists, expanding into knitwear became, dare we say, almost obvious.
Brands like Refy and Rhode have done the same, taking a niche product and slowly expanding their offering. Jess Hunt built Refy around perfect brows before stepping into face and lip products. Similarly, Hailey Bieber’s Rhode began with a pared-back skincare routine and has since become a Gen Z favourite. Frankies Bikinis is doing just that, except they’re transforming from summer staple to year-round must-have.
So why the move into knitwear? Simple—fashion is moving towards a seasonless vibe. We want pieces that look just as good in September as they do in January. And Frankies has tapped into that by designing knits that are as cool and slouchy as their swimwear. Their Cloud Knits line is dreamy, with soft, body-hugging textures that feel like the perfect antidote to post-beach chills.
More than that, post-pandemic dressing has shifted. We’re now all about cosy, comfortable fashion, but make it chic. Frankies, with their effortlessly cool aesthetic, nailed the brief. And when you see the likes of Emily Ratajkowski in one of their slouchy knit sets, you get why this pivot makes so much sense. The brand’s signature? Youthful, sexy, and slightly undone, no matter the fabric.
Just like Refy’s clean beauty approach translated into face makeup, Frankies Bikinis’ brand of effortless style transitioned into knits without losing its core vibe. The colour palettes and cuts still say Frankies. Just less “poolside” and more “fireside.”
Of course, expanding into new categories isn’t without its risks. Brands that go too far too fast, or who lose sight of their original identity, can end up confusing their audience or diluting their core appeal. We’ve seen it before—labels chasing the next big thing and losing what made them special in the process.
But here’s why Frankies succeeded: they stayed true to their aesthetic. Whether it’s a bikini or a sweater, the design ethos remains the same—sexy, playful, and a little bit dreamy. The expansion felt like a natural next step, rather than a desperate grab for relevance. The brand didn’t jump into evening gowns or couture; they simply extended their vibe into pieces that suit the same girl—just during a different season.
It’s a move not unlike Fenty Beauty’s expansion into skincare and haircare, staying within the same realm while offering new ways to engage with the brand. For Frankies Bikinis, knitwear was the perfect complement to their established world of beachwear, and judging by the Instagram hype, it’s resonating.
With their knits already in high demand, the question is: Where does Frankies Bikinis go next? If they continue reading the market as well as they have, they could branch further into a full lifestyle brand. More loungewear? Maybe even outerwear? Either way, they’ve proven that even a bikini brand can dominate year-round wardrobes.
Diversification, when done right, is less about the product itself and more about the vibe the brand creates. Frankies Bikinis has shown that whether you’re lounging poolside in a bikini or curled up in their knitwear, you’re still wrapped in their signature laid-back comforting styles.
Sign up for our newsletter to receive weekly case studies and insights from Brand Insider.
This brand perfected basics, here's how.
The activewear brand loved by celebs. But what's behind their success?
We’re obsessed with Reformation — and there's two big reasons why.
The surprising evolution of this everyday store.
How Jess Hunt brought this brand to life through brand activations.
Frankies Bikinis—yes, the label that turned every It-girl’s swimwear into a summer must-have—is selling, you guessed it (or maybe you didn't): viral knitwear. Founded by Francesca Aiello, the brand made a splash with its trend-led bikinis worn by everyone from Hailey Bieber to Bella Hadid. Its latest autumn/winter collection, featuring its “Cloud Knits,” has already taken over Instagram, and we’re pretty sure it’ll sell out faster than you can say “crochet bikini.” It might sound like a contradiction—Frankies Bikinis and woolly sweaters—but that’s where the magic lies. Somehow, we’ve all become comfortable with saying, “Oh, this jumper? It’s from Frankies.” But how did this transition happen, and more importantly, why does it feel so right?
When a brand nails one thing as hard as Frankies did with bikinis, it’s almost impossible to imagine them doing anything else. But here’s the thing about smart brands—they evolve. Frankies Bikinis mastered the art of product diversification, which in fashion terms means branching out from your signature piece (in this case, a bikini) into new areas, using your established identity and customer loyalty to launch fresh products. It’s what keeps brands exciting, relevant, and most importantly, constantly in our carts.
Frankies, like many buzzy brands, started small, with bikinis that stood out. They were playful, flattering, and drenched in that carefree California vibe. This strong core identity gave them a loyal following—hello, Malibu summer crowd—who were more than happy to follow wherever the brand went next. And so, once they had their swimwear loyalists, expanding into knitwear became, dare we say, almost obvious.
Brands like Refy and Rhode have done the same, taking a niche product and slowly expanding their offering. Jess Hunt built Refy around perfect brows before stepping into face and lip products. Similarly, Hailey Bieber’s Rhode began with a pared-back skincare routine and has since become a Gen Z favourite. Frankies Bikinis is doing just that, except they’re transforming from summer staple to year-round must-have.
So why the move into knitwear? Simple—fashion is moving towards a seasonless vibe. We want pieces that look just as good in September as they do in January. And Frankies has tapped into that by designing knits that are as cool and slouchy as their swimwear. Their Cloud Knits line is dreamy, with soft, body-hugging textures that feel like the perfect antidote to post-beach chills.
More than that, post-pandemic dressing has shifted. We’re now all about cosy, comfortable fashion, but make it chic. Frankies, with their effortlessly cool aesthetic, nailed the brief. And when you see the likes of Emily Ratajkowski in one of their slouchy knit sets, you get why this pivot makes so much sense. The brand’s signature? Youthful, sexy, and slightly undone, no matter the fabric.
Just like Refy’s clean beauty approach translated into face makeup, Frankies Bikinis’ brand of effortless style transitioned into knits without losing its core vibe. The colour palettes and cuts still say Frankies. Just less “poolside” and more “fireside.”
Of course, expanding into new categories isn’t without its risks. Brands that go too far too fast, or who lose sight of their original identity, can end up confusing their audience or diluting their core appeal. We’ve seen it before—labels chasing the next big thing and losing what made them special in the process.
But here’s why Frankies succeeded: they stayed true to their aesthetic. Whether it’s a bikini or a sweater, the design ethos remains the same—sexy, playful, and a little bit dreamy. The expansion felt like a natural next step, rather than a desperate grab for relevance. The brand didn’t jump into evening gowns or couture; they simply extended their vibe into pieces that suit the same girl—just during a different season.
It’s a move not unlike Fenty Beauty’s expansion into skincare and haircare, staying within the same realm while offering new ways to engage with the brand. For Frankies Bikinis, knitwear was the perfect complement to their established world of beachwear, and judging by the Instagram hype, it’s resonating.
With their knits already in high demand, the question is: Where does Frankies Bikinis go next? If they continue reading the market as well as they have, they could branch further into a full lifestyle brand. More loungewear? Maybe even outerwear? Either way, they’ve proven that even a bikini brand can dominate year-round wardrobes.
Diversification, when done right, is less about the product itself and more about the vibe the brand creates. Frankies Bikinis has shown that whether you’re lounging poolside in a bikini or curled up in their knitwear, you’re still wrapped in their signature laid-back comforting styles.
Sign up for our newsletter to receive weekly case studies and insights from Brand Insider.
This brand perfected basics, here's how.
The activewear brand loved by celebs. But what's behind their success?
We’re obsessed with Reformation — and there's two big reasons why.
The surprising evolution of this everyday store.
How Jess Hunt brought this brand to life through brand activations.
While the brands mentioned are not sponsored or paid advertisements, some of the products highlighted may earn us a commission.
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