Swimwear used to be something you packed for a beach holiday.

SAME Los Angeles helped turn it into something much more interesting: fashion.

Founded in California in 2015 by fashion influencer and creative director Shea Marie, SAME began with a simple idea — that swimwear didn't have to be basic or something you only thought about when you were actually in the water. Instead, it could be fashion-forward, distinctive and an important part of your entire vacation wardrobe.

More than a decade later, that idea has become the foundation of the brand.

SAME describes itself as a trend-setting luxury swim and ready-to-wear label, and its evolution has been particularly notable within the fashion industry. Fashionista recently described the brand as a rare influencer-brand success story, highlighting how it has grown from a swimwear label into a broader fashion business.

The Brand That Helped Make Swimwear Fashion

When SAME launched, swimwear was still largely treated as something functional.

Shea Marie wanted to change that.

In an interview with Fashionista, she explained that she and co-founder Ryan Horne wanted to make swimwear a true fashion category rather than something designed simply to be covered up.

That philosophy became a major part of SAME's identity.

The collections feature sculptural silhouettes, vintage-inspired shapes, corsetry, distinctive prints and details that can make a swimsuit feel much closer to a fashion piece than a conventional bikini.

Fashionista has highlighted customer-favorite styles including rosette designs, corseted one-pieces and vintage-inspired bikinis, with the brand's pieces ranging from approximately $95 to $495.

From It-Girl Favorite to Luxury Retailers

SAME's fashion credibility isn't based solely on its social-media presence.

The brand quickly attracted attention from fashion-forward names including Kaia Gerber and Hailey Bieber, and over the years its collections have been stocked by some of the world's most recognizable luxury retailers.

Fashionista reports that SAME was carried by Bergdorf Goodman, Saks Fifth Avenue, Neiman Marcus, Selfridges and Harrods as the company developed its reputation.

That is a particularly interesting part of SAME's story.

Being associated with major luxury department stores helped establish the brand as something more substantial than a typical influencer fashion label.

It also explains why SAME has developed such a recognizable place within the luxury-resortwear space.

The Swimwear You Can Actually Style

One of SAME's biggest strengths is that its pieces are designed to work beyond the beach.

A sculptural one-piece can become a bodysuit with trousers or a skirt.

A statement bikini can be styled beneath an oversized shirt.

A resort dress can take you from the pool to dinner.

That versatility has always been part of the brand's DNA, and it became even more important when SAME expanded into ready-to-wear and denim in 2024.

The move made sense because SAME had already spent years creating swimwear that looked more like fashion than traditional beach basics.

Rather than abandoning that identity, the brand extended it into the rest of the wardrobe.

A Fashion Brand Built Around Vacation Dressing

The aesthetic is unmistakably Californian but with a more polished, fashion-led approach.

Think sculptural silhouettes, feminine details, statement shapes, sophisticated neutrals and pieces designed to photograph beautifully while still feeling wearable.

That has made SAME particularly appealing to the fashion crowd that treats vacation dressing almost like its own wardrobe category.

The Quality Edit, which features founders and creators behind notable direct-to-consumer brands, described Shea Marie as the founder of a trend-setting luxury swim and ready-to-wear line with a major "it-girl" following. The publication also highlighted SAME's reputation for setting trends within the swimwear and resort space.

And that reputation has been building for years.

Who What Wear previously featured Shea Marie's SAME collection among the swimwear brands associated with fashion influencers, noting that the pieces had been worn by Kendall Jenner, Hailey Baldwin and others.

Quality Over Quantity

As SAME has expanded, its founder has remained very focused on the design itself.

In interviews, Shea Marie has repeatedly emphasized quality over quantity and says she would not launch something she wouldn't personally wear.

That approach is visible in the collections, where the focus tends to be on distinctive silhouettes and carefully considered details rather than producing enormous numbers of interchangeable styles.

It also helps explain why SAME has been able to move from swimwear into ready-to-wear without completely losing its identity.

The common thread is still fashion-led design.

Why SAME Los Angeles Stands Out

There are endless swimwear brands online today.

Some focus on minimal basics.

Some focus on athletic performance.

Some focus on affordability.

SAME occupies a different space.

It is for the person who wants her swimsuit to be part of the outfit.

The person who wants a one-piece that can work as a bodysuit.

The person who sees a beach holiday as an opportunity to dress differently.

And the person who would rather own one unforgettable bikini than five forgettable ones.

That is ultimately what makes SAME interesting.

The brand didn't simply create another collection of bikinis.

It helped make swimwear feel like fashion.

And with its expansion into ready-to-wear and denim, SAME Los Angeles is now building on that idea far beyond the beach.

For anyone planning a stylish vacation — or simply wanting their summer wardrobe to feel considerably more exciting — SAME is a brand worth knowing.