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It's Now Cool is a modern women's swimwear brand. Drawing inspiration from 90's beach culture and swim silhouettes, It's Now Cool serves up sexy, minimal bikinis that are nostalgic and timeless. Designed to mix and match, It's Now Cool is made for beach lovers everywhere who love to play all day and show some skin.

If you live for the sun, sand, and surf, explore It's Now Cool's one pieces and bikini swimwear.

Today's Helmut Newton

It's Now Cool swim was founded by Josephine Clough, one of Australia's most recognized and beloved photographers. The Sydney Morning Herald coined Clough as this generation's Helmut Newton. Her photography possesses the raw energy and fun that she had as a child and the quest for a never ending summer. It's Now Cool is known for its sexy, sporty aesthetic and nostalgic vibes.

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