Swim And Resort Focused Brand Melissa Odabash Celebrates 25 Years

The ground-breaking series “Survivor” debuted in 2000, subsequently cementing the popularity of reality television, paving the way for shows such as “Idol”, “Big Brother”, “The Apprentice”, “Keeping Up with the Kardashians”, and “The Real Housewives.” Melissa Odabash, the swimwear brand started by a former model, also launched her eponymous label in 2000. The last twenty-five years have seen a non-stop trajectory for the TV show genre, as well as the swim and resort wear categories, that have upped the ante on elevated, designer sensibility offerings, plowing through the typical tie-dye sarongs and destination motif t-shirts once dominating the cover-up market. For the label’s 25^th anniversary collection for Cruise 2025/2026, Odabash looks back at the brand’s beginnings and success in the burgeoning sector.

A DIFFERENT LANDSCAPE

“When I launched Melissa Odabash, the swim and resort wear category wasn’t defined the way it is today. Swimwear was often an afterthought; uninspired, poorly constructed, and rarely flattering,” Odabash said in an interview. The founder had first-hand knowledge thanks to her work as a model.

“I spent years on shoots wearing swimsuits that just didn’t feel right. That experience opened my eyes to a real opportunity in the market to create something that was missing: a company that focused on swimwear that was both innovative and beautifully made. I began designing styles I genuinely wanted to wear, ensuring that the pieces felt elevated, elegant, and timeless,” she continued.

Her work also provided her with behind-the-scenes views of some of the iconic Italian fashion houses. “That exposure deeply influenced my sense of quality, fit, and attention to detail. My design inspiration was rooted in European style and craftsmanship, so I founded the brand in Italy,” she added.

MAGAZINE GLORY

The most coveted spot for swimwear marketing when the brand launched in the millennium was the infamous Sports Illustrated swimsuit edition.

“Early on, several of my designs were featured in SI, worn by incredible women like Tyra Banks, Steffi Graf, Heidi Klum, and Karen Mulder. Seeing my pieces on such powerful icons was surreal, and it gave the brand instant international visibility,” Odabash recalled, adding, “Back then, there was no Instagram, no viral moments online. To be taken seriously, especially as a new label, you had to earn your place through traditional media. Getting that kind of exposure in print was like a golden stamp of approval, and then buyers started to take notice. Suddenly, what started as a small idea was being talked about on a global scale.”

Odabash’s success underscores the former wholesale landscape. “That momentum helped shape the foundation of the brand. It created buzz, built credibility, and opened doors to dressing A-list celebrities and being featured in leading publications. It was the beginning of building a loyal, global following, and looking back, I’m so grateful for how organically and powerfully it all unfolded,” she noted.

CARVING A NICHE

It was also the beginning of a momentum for the category, which saw the category start to blossom in the 1990s, shifting from a ‘necessity’ to an ‘essential’ category, according to Odabash. “It’s the result of a mix of lifestyle shifts, global travel, wellness, and, of course, the rise of social media. Women want versatile, elevated pieces that feel as good as they look, pieces that can take you from the beach to sunset drinks and dinner. We’ve grown in response to that demand, expanding into ready-to-wear and accessories. There’s a whole world around resort wear now, and I love that we were part of pioneering that change,” she said.

Most recently, “The White Lotus” has been a consumer marketing boon to the category. Melissa Odabash designs have been featured on television prior to that, appearing organically on “The Real Housewives,” “The Bachelor,” “Love Island,” and other reality and scripted series.

“The brand continues to align naturally with lifestyle-led productions that celebrate travel and an aspirational way of life. Shows like “The White Lotus” made escapism feel aspirational and effortlessly chic, thus shaping the visual language of resort wear and bringing renewed attention to destination-driven fashion.

More brand highlights include Jennifer Lawrence wearing Melissa Odabash in the 2016 film “Passengers,” recreating swimsuits for the 2013 film “Diana,” and subsequently creating styles for further Naomi Watts films.

SILVER LININGS

The 25^th-anniversary collection is especially personal for the designer as a tribute to her mother. “My parents travelled to St. Martin yearly. My mother would return with a bikini from a small French boutique. I still remember those pieces; they were elegant, detailed, and unlike anything I’d seen. This place sparked my love for design and swimwear. Early exposure to refined, European swimwear had a lasting impact on me. This collection is a nod to that time, to the island’s colors, its spirit, and the feeling of escape it evokes,” Odabash said.

The brand, which is designed in London and primarily manufactured in Italy, has core wholesale accounts, including Harrods, Selfridges, Saks, and Net-a-Porter, with flagship stores in London, St. Tropez, and two stores in Dubai, as well as an e-commerce business. The range includes swimwear, resort wear, dresses, kaftans, sandals, hats, bags, jewelry, and loungewear. Odabash is also looking forward to new collaborations that blend fashion, travel, and art to design a wardrobe geared towards a global, effortless lifestyle.

Despite its growth, the brand collaborates with small, ethically minded factories that are experts in their craft, wherever they may be located. “Quality has always been a cornerstone of the brand; it’s not something we’re ever willing to compromise on. Of course, with economic shifts and tariff considerations, we remain flexible and proactive. But many of our production partners have been with us for over 20 years, which gives us stability and the ability to adapt quickly without losing sight of our values.”

Looking back on 25 years of building a global presence, cultivating loyal customers, and forming meaningful partnerships, Odabash is humbled by the achievement as she explores the next phase. “It feels like a milestone and a beginning. There’s much more ahead, new stores, expanding my ready-to-wear line, and creative collaborations that continue to push the brand forward.”