Every Cool Girl Is Filling Their Suitcase With This Summer Holiday-Perfect Brand
A brand for the natty wine-drinking, Marseille-visiting and rock-jumping among us, Fruity Booty was worn by everyone from performance artist Charli XCX and entrepreneur Matilda Djerf to broadcaster Amelia Dimoldenberg and actor Deba Hekmat in the summer of 2025. Buoyed by it's oh-so-now embrace of bloomers, polka-dots and thigh-skimming hemlines, the London-based brand is chock full of the kind of pieces you can take from beach to bar with ease.
Fruity Booty started off as solely an underwear brand in 2017, and since fashion is obsessed with wearing underwear as outerwear, it's perhaps unsurprising founder Hattie Tennant introduced swimwear and ready-to-wear pieces.
The brand has a claim to sustainability too - working with deadstock materials, ensuring the eternal appeal of limited runs as well as a little less eco guilt. They also are big on community, bringing women like Ellie Bouhadana on board to host dinner parties and pop ups for their dedicated fan base. And, perhaps most notably in a cost of living crisis, most of their offerings come in at under £100.
'I love Fruity's playfulness. As a brand (and as a team) they have fun and don't take themselves too seriously while still making sweet and chic collections,' Chef Ellie Bouhadana and dedicated Fruity Booty girl, says of the brand. 'I love the ease of slipping on a Fruity one-piece with shorts for the beach and then replacing the shorts with a pair of jeans and heels for an evening look.'
With a Y2K feel but plenty wearable, if you've got one last jaunt to the Aegean booked in, consider a few Fruity Booty bits to make that post holiday Instagram dump really do numbers.
ELLE Collective is a new community of fashion, beauty and culture lovers. For access to exclusive content, events, inspiring advice from our Editors and industry experts, as well the opportunity to meet designers, thought-leaders and stylists, become a member today HERE.
Daisy Murray is the Digital Fashion Editor at ELLE UK, spotlighting emerging designers, sustainable shopping, and celebrity style. Since joining in 2016 as an editorial intern, Daisy has run the gamut of fashion journalism - interviewing Molly Goddard backstage at London Fashion Week, investigating the power of androgynous dressing and celebrating the joys of vintage shopping.
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