Beach Body vs. Body Confidence: What Really Matters?

Where did the "beach body" myth come from?

Let’s take a quick trip down memory lane. Remember the ’90s? Low-rise jeans, heroin chic inspo, and magazines screaming ‘Lose That Last Stubborn 5 kg Before Summer!’ Ah, the good old days. (Not.)

Fast forward to today. The messaging might be more polished, but the pressure remains: change your body for summer.

Here’s our hot take: you don’t need to change your body for summer. You just need swimwear that makes you feel good. 

The shift toward self-acceptance

More women are asking the question we should have been asking all along: "Why have I spent so much time worrying about how I look at the beach instead of enjoying being at the beach?"

Because let’s be honest, no one at the beach is paying as much attention to your body as you are. They’re too busy worrying about their own insecurities, chasing their kids, trying to keep sand out of their picnic, or simply enjoying the moment.

Confidence isn’t about fitting into a certain size; it’s about wearing what makes you feel comfortable and strong, so you can focus on the world around you—not how you look in it.

After 40: Why confidence looks different

The truth? Body image struggles don’t magically disappear once you hit 40. But perspective shifts.

Many women find that with age comes a certain liberation. You've lived in your body long enough to know its strength, its resilience, and yes, its quirks. Those stretch marks? Evidence of a life well-lived. That cesarean scar? A badge of motherhood. The curves that weren’t there in your 20s? Part of your story.

Women over 40 are increasingly choosing comfort, style, and self-assurance over insecurity. They're prioritising enjoyment over anxiety, and they’re finding that the right swimwear can be a game-changer.