Sheila The Label, the Australian swimwear brand that earned an Oprah Swim-O-Ward, has released its most ambitious collection to date. The new range features the brand's first-ever print, a new textured fabrication, seven new silhouettes, and a richer colour palette.
New fabrics and inclusive sizing
The standout is the new material, designed to be both flattering and practical. Available in sizes AU 6-24, every piece has been fit-tested across multiple body shapes and is built to move from swimming to lunch, workouts, and everyday wear.
Founder Claire Barrins, a mum-of-three and former Silicon Valley tech executive, said the collection is the most complete expression of Sheila yet.
“We’ve always designed swimwear to solve real problems for women, but this season we’ve allowed ourselves to become more expressive through colour, print and texture without compromising the functionality that has become our signature,” Barrins told 7You.
New colours and first print
The collection introduces three new shades: Cocoa, a rich chocolate brown; Daybreak, a soft cornflower blue; and Poppy, an iconic red inspired by Baywatch. The first print, Sundown Stripe, combines these colours with pale yellow into a versatile pattern designed to pair with the rest of the range.
Barrins added: “Every piece still has a purpose. It just feels even more beautiful.”
Rapid growth and staying true
Since launching in 2023, Sheila The Label has become one of Australia's fastest-growing independent swimwear labels, recording 250 per cent year-on-year sales growth. The brand gained international recognition after its Cate Rash Guard received an Oprah Swim-O-Ward.
Despite the success, Barrins says the ethos remains unchanged: “Sheila was born because I couldn’t find swimwear that reflected the way I actually lived. I wanted pieces I could swim in, move in, travel in and then wear straight to lunch without feeling underdressed or uncomfortable. Women don’t live their lives in one setting anymore, so their wardrobes shouldn’t either.”
