The Growing Trend of Resort-wear

Introduction

The resort wear market has undergone a remarkable transformation from its origins as exclusive attire for the wealthy elite to today's diverse, sustainability-focused collections that balance luxury with practicality. As travelers increasingly seek statement pieces for their vacations and social media moments, certain brands have positioned themselves at the forefront of this evolution by combining distinctive aesthetics with conscious production values. This report examines how Farm Rio , Tropic of C , and Orlebar Brown have successfully capitalized on the growing resort wear trend, alongside the influence of media phenomena like HBO's The White Lotus in reshaping consumer aspirations around vacation attire.

The Resurgence of Travel Fuels Resort Wear Demand

The resort wear market is experiencing a significant surge in demand, fueled by the resurgence of global travel, which is expected to surpass pre-pandemic levels in 2024. A recent survey indicates that 80% of consumers plan to shop for fashion while traveling in 2024, with 28% intending to spend more than the previous year. This highlights the strong link between travel and fashion purchases, positioning resort wear as a high-growth category within the fashion industry.

The Historical Evolution of Resort Wear

Resort wear, also known as cruise wear, emerged in the 1920s, designed for affluent travelers embarking on luxury cruises and tropical vacations. Coco Chanel and Jean Patou pioneered this category, creating relaxed yet sophisticated ensembles tailored for warm climates. These early iterations established key principles that continue to define resort collections today: lightweight fabrics, versatile styling, and effortless elegance.

By the 1960s, brands like Lilly Pulitzer introduced vibrant, colorful patterns, marking a shift from merely functional vacation attire to boldly expressive statements of leisure. This transition elevated resort wear into an aspirational lifestyle category, reinforcing its position as an essential fashion segment outside of traditional seasonal cycles.

Key Style Trends in Resort Wear (2024-2025)

Several key style trends are shaping the resort wear market for 2024-2025:

• Bright Colors & Bold Prints: Vibrant hues like bright blue and tropical floral motifs are rising in popularity.
• Retro-Inspired Details: Vintage elements, including big collars and sophisticated embellishments, are making a comeback.
• Metallic Fabrics: Gold and silver tones are trending for evening resort wear, adding a glamorous shimmer.
• Cut-Outs & Asymmetry: Modern silhouettes are incorporating playful asymmetry and strategic cut-outs for a contemporary look.
• Tassels & Fringe: These embellishments are gaining traction, adding movement and a free-spirited aesthetic to resort wear.

Sustainability and Versatility in Resort Wear

As consumer priorities shift, the demand for sustainable and versatile resort wear is growing. Key factors include:

• Eco-Friendly Materials: Increasing emphasis on recycled and circular design fabrics.
• Transitional Pieces: Consumers seek outfits that can transition from the beach to the city or day to night, driving demand for adaptable fashion.

Luxury Brands & Experiential Marketing in Resort Wear

Luxury brands are actively expanding their presence in resort wear, recognizing its growing market influence. Major houses like Louis Vuitton, Versace, and Loewe are launching or expanding dedicated resort collections. Additionally, experiential marketing is emerging as a key strategy, with brands collaborating with travel and hospitality partners to create immersive resort-themed activations and exclusive experiences.

Farm Rio: Brazilian Vibrancy Meets Global Consciousness

Farm Rio exemplifies how cultural authenticity can become a powerful differentiator in the competitive resort wear market. Founded by Katia Barros and Marcello Basto in 1997, Farm Rio transformed from a small indie brand into an international sensation, with a flagship store in New York's SoHo (Glamour).

Key Success Factors:

• Tropical-Inspired Designs: Vibrant prints and breezy fabrics designed for warm-weather destinations (Style Lujo).
• Sustainability Commitment: Aims for 100% sustainability by 2030 through partnerships with the United Nations Global Compact.
• Celebrity Influence: Jennifer Lopez wore a Farm Rio dress on her honeymoon, reinforcing the brand’s aspirational vacation aesthetic.

Tropic of C: Supermodel-Driven Sustainability

Founded by Candice Swanepoel, Tropic of C represents sustainable innovation in the resort wear market. The brand’s 2024 collection, photographed in Ischia, Italy, highlights how location influences color palettes and fabric choices (Fashion Gone Rogue).

Key Success Factors:

• Eco-Friendly Materials: Uses recycled fabrics and sustainable textiles like Eco Terry.
• Elevated Swimwear: Designed to be fashion-forward yet functional, featuring unique silhouettes like the high-neck Sirenas top.
• Coordinated Resort-Wear Sets: Offers complete vacation wardrobes beyond swimwear.

Orlebar Brown: Transforming Men's Resort Fashion

Orlebar Brown, founded by Adam Brown in 2007, identified a gap in men’s resort wear, creating tailored swim trunks that transition seamlessly from pool to bar (Cultured Mag).

Key Success Factors:

• Tailored Swimwear: A sophisticated alternative to traditional board shorts.
• Global Expansion: Nearly 40 boutiques worldwide in luxury vacation destinations.
• Beyond Swim: Now offers linen shirts, knitwear, and jackets, reinforcing a complete resort wardrobe.

Conclusion: The Enduring Appeal of Resort Wear

The resort wear market is experiencing rapid growth, fueled by the return of travel and evolving fashion trends. Brands like Farm Rio, Tropic of C, and Orlebar Brown illustrate how distinctive aesthetics, sustainability, and experiential marketing contribute to long-term success in this space. As travel trends continue evolving, resort wear’s fusion of style, sustainability, and adaptability ensures its lasting relevance in the global fashion landscape.

Sources

Fashion Gone Rogue - Tropic of C Resort 2024
Cultured Mag - Orlebar Brown's Resort Expansion
Elite Daily - The White Lotus Effect on Resort Wear
Style Lujo - Resort Wear 2025 Trends
Glamour - Farm Rio’s Global Growth