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Egyptian Actress Salma Abu Deif Launches Inclusive Swimwear Brand for All Shapes and Sizes

Ready, set, shop!

As we enter the dog days of summer, our only respite from the scorching heat is jumping into the nearest cool body of water. Whether we’re diving into a pool or taking a refreshing dip in the Mediterranean, one thing is for sure, a comfortable and innovative swimsuit is a must. 

In recent years, we have a sea of options when it comes to finding the best swimwear, making our quest for the perfect bikini easier than it’s ever been. Additionally,  a number of celebrities and it-girls have been taking it upon themselves to launch their very own collections of one-pieces and bikinis, including Gigi Hadid, who a couple of months ago teamed up with Frankies Bikinis on an exclusive range of beachwear. Now, the latest celebrity to dabble in the world of swimsuits is Egyptian actress Salma Abu Deif. 

The 29-year-old announced the news of her size-inclusive brand, Elma, on Instagram on Sunday, writing that she created the brand with impeccable fit for all shapes and sizes. 

“I have seen a gap in the swimwear market that makes it difficult for women to find what suits them and their body type,” explained Abu Deif to her three million Instagram followers. “it’s a constant struggle that I have seen everywhere. I aim to create not only a brand, but an environment and community that celebrates and embraces natural beauty in all the forms it comes in. This is Elma. Your second skin,” she added.

Based on the accompanying campaign image, we can expect bikinis and swimsuits with cut-out details, daring silhouettes, asymmetric straps, and feminine colors like red and baby blue,  proving that minimal doesn’t have to be boring. 

For now, there isn’t an official release date for the pieces, however, beach bums are encouraged to sign up on the brand’s official website to keep up-to-date with launches and promotions. In the meantime, we rounded up five other innovative swimwear brands to shop in preparation of the sunny beach days ahead.

Cover Swim


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Une publication partagée par c o v e r (@coverswim)

Frustrated with the lack of protective swimwear options, Lisa Moore launched her own beachwear brand, Cover Swim. Each UV-blocking piece is created using sustainable materials.

Norma Kamali


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Une publication partagée par Norma Kamali (@normakamali)

Norma Kamali’s unique designs are flattering for every body type and also make for a great photo op. 

Reina Olga


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Une publication partagée par REINA OLGA (@reinaolga_beachwear)

The Italian swimwear brand founded by two sisters specializes in one-size-fits-all swimsuits and bikinis that come in playful colors and contemporary detailing.

Hunza G


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Une publication partagée par Hunza G (@hunza.g)

Much like Reina Olga, the British brand’s “fits everyone” approach provides stylish swimwear for all.



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Une publication partagée par Inamorata (@inamoratawoman)

Founded by Emily Ratajkowski, Inamorata is known for its playful prints (created by the model) and definitely deserves a spot in your suitcase.

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