How Much Does Quality Swimwear Cost? (And Why It’s Worth Every Penny)

By a luxury lingerie & swimwear fitter with 15+ years’ experience

If you’ve ever stood in a changing room wrestling yourself into a swimsuit that looks fabulous on the hanger but questionable on your body, you already know this truth: not all swimwear is created equal.

As someone who has spent over 15 years fitting women in luxury lingerie and high-end swimwear, I can tell you exactly why some swimsuits cost £30… and why the good ones start at around £100–£200.

This isn’t about branding for the sake of it. It’s about design, engineering, craftsmanship, and longevity — all things that make a swimsuit look better, feel better, and last longer.

Let’s break down what “quality” really means, and what you’re actually paying for.

How Much Does Quality Swimwear Cost?

In the UK market, true high-quality swimwear typically costs £100–£250, with luxury couture pieces ranging above that.

At Plums Lingerie, the brands we carry — Lise Charmel, Maryan Mehlhorn, Charmline, Prima Donna, Gottex — all fall into this bracket. And after fitting thousands of women, I can confidently say:

“Once you’ve worn a properly made swimsuit, there’s no going back to the £30 high-street version.”

Here’s why the price is what it is.

You’re Paying for Engineering — Not Just Fabric

A quality swimsuit is much closer to a piece of lingerie than a simple stretchy garment.

Lingerie-Level Construction

Brands like Lise Charmel and Prima Donna are lingerie houses first, which means they understand the female body — especially the bust. Their swimsuits feature:

• Bra-sized cups

• Underwire or internal shelf support

• Hidden structure for lift and shape

• Additional fabric in the bust area

• Cup technologies designed to sculpt, not squash

Most cheaper brands use one layer of stretch fabric. Luxury brands use multiple layers, technical linings, and shaping panels — each doing a specific job.

Common Fit Problems Cheaper Suits Can’t Solve

Over the years, I’ve seen women struggle with the same issues again and again:

• Torso too short

• Not enough room in the bust

• No support

• Lack of shaping

These issues are near impossible to solve in a £30–£50 suit, no matter how cute the print is.

Premium Fabrics That Feel Better, Fit Better, and Last Longer

Luxury swimwear isn’t just soft; it’s smart.

High-end fabrics offer:

• Higher chlorine resistance

• UV protection so colours don’t fade

• Shape retention

• Quick-drying comfort

• Sculpting, smoothing textures

Brands like Maryan Mehlhorn and Charmline use advanced fabrics sourced from specialist mills in Europe.

Cheap suits stretch out, fade, and lose elasticity fast. It’s the difference between a swimsuit that lasts one summer and one that lasts five to seven years.

Craftsmanship You Can See — and Feel

The brands we stock aren’t mass-produced in giant factories.

• Lise Charmel and Maryan Mehlhorn are made in France and Europe with strict quality controls.

• Gottex, founded in the 1960s by Leah Gottlieb, helped define glamorous, fashion-led swimwear.

• Their swimsuit construction often includes:
  • Hand-finished detailing

  • Intricate draping

  • Precise placement prints

  • Architectural shaping techniques

These aren’t random prints on basic nylon. They’re garments created with intention.

Heritage & Expertise: You’re Buying Decades of Knowledge

Gottex: 60+ Years of Swimwear Innovation

From the 1960s to today, Gottex has shaped swimwear trends, appearing on runways and worn by icons like Princess Diana, Sophia Loren, and Elizabeth Taylor. Their commitment to glamour and confidence is still at the heart of the brand.

Prima Donna: Lingerie Knowledge Translated to Swimwear

Prima Donna is famous for its perfect fit for fuller busts, and they bring that same engineering to swimwear. They also have a strong sustainability focus using recycled fabrics and ethical production.

Maryan Mehlhorn: Architectural Design Meets Fashion

With structured silhouettes and exceptional fabric technologies, their pieces combine modern aesthetics with German precision.

All of this expertise contributes to the price — and the performance.

Ethical & Sustainable Production Costs More — but It Shows

High-quality brands choose:

• European production

• Environmentally conscious fabrics

• Fair labour practices

• Rigorous quality control

You’re not just paying for a swimsuit — you’re paying for ethical craftsmanship that lasts.

And because quality suits last far longer, you end up buying fewer pieces, making them a more sustainable choice overall.

A Quality Swimsuit Saves You Money in the Long Run

Here’s the reality most women discover after buying their first luxury swimsuit:

One cheap swimsuit lasts one holiday.
One quality swimsuit lasts years.

When you look at cost-per-wear, luxury often works out cheaper.

But more importantly, a quality swimsuit makes you feel incredible. It supports, shapes, lifts, and flatters in a way a bargain swimsuit simply can’t.

The Bottom Line: What You’re Really Paying For

A £100–£250 swimsuit pays for:

• Superior fit

• Proper bust support

• Premium fabrics

• Long-lasting elasticity

• Ethical European manufacturing

• Elegant, timeless designs

• Decades of craftsmanship and fit expertise

Cheap swimsuits just can’t compete.

And for women 30+, 40+, 50+ and beyond — who prioritise comfort, confidence, lift, and longevity — these qualities matter more than ever.

Final Thoughts: If You Value Fit, Confidence, and Longevity… Invest in Quality

For over 15 years, I’ve watched women walk into a fitting room, doubtful, and walk out transformed — not because their body changed, but because the swimsuit did.

A quality swimsuit is an investment in confidence, comfort, and craftsmanship. And once you’ve experienced it, you’ll understand exactly why it costs more — and why it’s worth every penny.