EVERYONE from Kim Kardashian to Myleene Klass is diving into the same side hustle – a personal swimwear campaign.
As Marks & Spencer reveals a 76-per-cent year-on-year surge in swimsuit sales, celebrities are not missing the chance to make waves in the industry.
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Brand and culture expert Nick Ede confirms that the celebrity swimwear business is booming, the margins are big and the profits even bigger.
He says: “Everyone wants to look glamorous and feel part of the glitterati, whether it’s at the O Beach and Wi-Ki-Woo resorts in Ibiza, St Tropez, Miami – or Brighton.
“That’s why celebrities are jumping on the swimwear brand bandwagon because it’s a lucrative way of making money and also building your brand.
“With TV shows including Love Island and Too Hot To Handle being replicated all over the world, swimwear is as much a fashion statement now as evening wear.
“Celebrities know that their fans want to look and be like them. And knowing they’re their own best advert, the celebs are raking it in.”
Here, Yasmin Harisha looks at the Top Ten stars making a splash.
1. Kim Kardashian – £40million
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AFTER struggling to find supportive underwear, Kim, 42, founded Skims in 2019, and in March last year she went on to add swimwear to the range.
Nick says: “Kim has created an empire with her Skims, which includes a swimwear line, and in total it’s worth around £2.5billion.
“There’s a design for every kind of woman and every skin colour.
“She can easily make a cool £40million off her swimwear line alone.”
2. Khloe Kardashian – £20million
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AFTER launching Good American with co-founder Emma Grede in 2016, Khloe, 38, has modelled swimsuits and jeans for the brand.
Nick says: “Good Swim is one of the most popular ranges in the world.
“With the use of her sisters, who are also modelling the brand on their social media, the swimwear reaches millions.
“Then there is the inclusive sizing and styles. I can see it making Khloe at least £20million.”
3. Tess Daly – £2million
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STRICTLY host Tess, 54, launched her luxury Naia Beach brand in 2021 with friend Gayle Lawton.
Despite costing around £150 per suit, its popularity shows no sign of stopping.
Nick says: “Naia Beach is a brilliant brand that has credibility, a loyal customer base and some great designs.
“Tess has created her image around health and happiness, and customers trust this is a good-quality brand. I can see it turning over £2million.”
4. Myleene Klass – £1million
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SHE showered in that white bikini on I’m A Celebrity 17 years ago, and now Myleene, 45, is making a fortune from similar swimwear.
Nick says: “After recreating her famous shower scene, on I’m A Celebrity South Africa this month, I suspect her collaboration with Next will be flying off the shelves – and expect her to be bringing in £1million.
“She used the show as a great advertisement for the range.”
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5. Pamela Anderson – £1million
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IT was a bright-red swimsuit that helped launch her career on Baywatch in the Nineties, but 55-year-old Pam has still got it in the swimwear stakes – even if her costumes cost up to £200.
Nick says: “Pamela has launched a very cool retro collection with Frankies Bikinis.
“It is glam and stylish. I can see her making at least £1million, as lots of fans will be eager to get a piece of the Pammy pie.”
6. Leigh-Anne Pinnock – £200,000
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SINGER Leigh-Anne, 31, and her former personal assistant Gabrielle Nikita decided to hit the swimsuit world in 2017 with In A Seashell.
Prices range from £29.99 for triangle bikini bottoms to £39.99 for a top with dungaree detailing.
Nick says: “This is a very popular range of inclusive swimwear. Her pop star status also helps massively.
“She has great stylish credentials, which will help her to a cool £200k in sales.”
7. Montana Brown – £200,000
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FORMER Love Island beauty Montana, 27, founded her inclusive Swim Society brand in 2019.
It has since won over fans with sizes from 6 to 20, while also ticking the sustainability box using recycled polyester.
Nick says: “Montana’s range has pieces to suit all shapes and sizes.
“With her Love Island appeal she has carved out a great career and I can see her making £200k.”
8. Helen Flanagan – £100,000
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WITH her stunning figure and blonde hair, the 32-year-old ex-Corrie actress has linked up with luxury swimwear brand Moda Minx for her own line, which launched this month.
Nick says: “This edit plays on Helen’s fabulous figure. I can see it being picked up by her fans as they get their wardrobes ready for Marbella.
“I think she can chase Billie Faiers in the money stakes and earn around £100k for her collection.”
9. Billie Faiers – £100,000
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SHE had her third baby in December last year, but that hasn’t stopped former Towie star Billie, 33, getting in shape to promote her new line for InTheStyle, which she launched in 2016.
Nick says: “She’s a popular reality star and has 2.6million followers on Instagram.
“Brands continue to collaborate with her and I can see her reaching the £100k mark for her swimwear collection.”
10. Gemma Owen – £30,000
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HER OG swimwear brand made an appearance in nearly every episode of Love Island when she starred last year.
Gemma, 20, describes it as “luxurious and classy with a youthful edge”.
Nick says: “Using the villa as her catwalk, Gemma proved she has brains as well as beauty.
“It’s a stylish collection which has earned her more than £30k.”
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