Bikinis, from Banned to Big Time

The History of Bikinis and how their scandalous debut was marketed successfully

The Atomic Bomb of Fashion

Picture this. It's 1946 and summer is in full swing just after World War II. While two-piece swim suits can be dated back to the 1930's, the modern bikini wasn't born until July 5th, 16 years later. French designer Louis Réard created the bikini partially due to material rationing during the post war period. Though the suits were small, they made a massive splash because of the utter scandal they caused. Réard named his product after the Bikini Atoll in the Pacific Ocean which was used for atomic bomb testing.

Bikini Atoll

But how did the design that was originally banned from certain beaches, pools, and all beauty pageants go from provocative to a symbol of summer time, vacations, confidence and style?

The Grand Reveal

Réard had a hard time finding someone to model such a revealing swimsuit. Eventually he hired Micheline Bernardini, a nude dancer at the Casino de Paris. The choice of the model was a big marketing choice, since only the brave would dare to be a part of the start of the trend.

Micheline Bernardini

The advertising even said that a suit wasn't a true bikini "unless it could be pulled through a wedding ring."

The initial reaction to this was overwhelming distaste from governments who very quickly banned bikinis from public beaches. (including: Italy, Spain, and some U.S. states) The Vatican declared that bikinis were sinful and the taboo of the small swimsuits was reinforced.

However, the negative press made the bikini known to women worldwide. The scandalous nature spread the word much faster than if it had been accepted straightaway. As P.T. Barnum and Kris Jenner famously said, "There's no such thing as bad publicity."

Forbidden to Fashionable

Réard understood that humans always want what they can't have. The bikini had a sort of mystery and modern flare. The demand rose for the risqué because of the allure that it had and it became a sort of symbol of rebellion. The original marketing strategy stressed the shock value.

Every newspaper, religion, and beach that bashed the bikini was essentially free publicity. It kept it in everyone's mind and awareness because of all of the attention drawn.

It became popular amongst the young, fashionable, "Avant-Garde" groups of people. They already pushed the boundaries in fashion, so the suit was a perfect product for them. Bikinis became exclusive and made it so appealing to the early adaptors of the style.

The Riviera to Hollywood

After the shock had worn down a bit, the next marketing strategy naturally fell into the glamorization of the bikini.

On the French Riviera, European actresses and models, who already had a reputation for embracing the new fashions, embraced the bikini and sported it along the beaches. It was like a free celebrity endorsement.

Bridgett Bardot famously wore a bikini in the movie "And God Created Women" and the reaction was a wave of positivity. Even ten years after the launch of the first bikini, it still was a bit taboo, but this movie solidified it as chic and enticing.

Hollywood Endorsement

Hollywood then followed suit in embracing the swimsuit. Many actresses wore a bikini on and off screen. Which started as scandalous, but then became much more normal and less unexpected. One scene of "Dr. No", from 1962, featured Ursula Andress walking through waved in a white bikini. This and many more instances made bikinis a part of popular culture.

Sports Illustrated

The Sports Illustrated Swimsuit issue played a hue role in making bikinis mainstream in the United States. Once a year, Sports Illustrated has a dedicated issue for beautiful top models starring on the cover. People began to aspire to be them and as such, bikinis became aspirational.

In the 1960s there was a youth movement of rejecting traditional norms and culture. The scandalous history of the bikini made it perfect for the youth culture of the time. It also became a symbol of carefree culture when sported at beach parties and surf sessions.

The bikini went from completely risqué to totally tubular which is a result of the amazing marketing path that was taken. It became a global phenomenon.

In conclusion

It started with a bang which was very effective and attention grabbing. The scandal then turned into exclusivity and glamour with models and actresses alike endorsing the swimsuit. And eventually turned it turned into a social norm and a very accepted uniform of summer.

Today, bikinis are a multi-billion dollar industry and they continue to evolve with the modern trends and styles. The industry continues to change focusing on sustainability, inclusivity, and style.

But the success of bikinis can be attributed to the utterly shocking debut. A marketing strategy that the most scandalous pieces can become the most sought after.

Women in bikinis in the 1940s