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I Know What You Wore Last Summer

The season’s inevitable, soul-crushing encounter with the swimsuit rack has been buffered by a timely surge in D.T.C. offerings—perhaps the consequence of a secular change in how shoppers gear up for the hot months…

charlotte le bon in jacquemus white lotus
Speaking of Walton Goggins and White Lotus, it seems we still haven’t shaken off the psychic permafrost of Mike White’s Lorazepam-strewn beach resorts, with sales of coverups—think Charlotte Le Bon’s pink custom Jacquemus moment. Photo: Fabio Lovino/HBO
Sarah Shapiro
July 11, 2025

It was only about a decade ago that everyone scrambled to buy swimwear right after Memorial Day. According to Lyst, June 8 was the biggest day of the year to score a bikini in 2014; back then, the swimwear racks were picked over by July, with barely any sizes left. But last year, the peak didn’t come until June 24, and the lag was even greater this year, landing on the week of June 30. It’s starting to feel as though the whole summer shopping season has been delayed.