How Many Designs Should You Create for a First Collection and Why?

When launching your first swimwear label, it’s tempting to go big - designing a dozen styles, offering countless colours, and dreaming up all the details. But here’s the truth: more isn’t always better.

After years of working closely with startup founders in the swimwear space (and from my own experience launching a brand), I’ve seen firsthand what works and what overwhelms.

So let’s get into it:

How many designs should you launch with?

The sweet spot is between 6 to 8 thoughtfully designed swimwear styles.

Here’s why:

1. Enough Variety to Establish a Brand Identity

Six to eight pieces give you just enough range to showcase your unique design style. This allows your audience to get a real sense of your brand, from the silhouettes and fabrics to the details and personality behind each piece.

In my experience any less than six, and your collection may feel incomplete or lack cohesion. You want your customers to feel excited and connected to your offering, not limited in choice.

2. Mix-and-Match Potential Increases Value

Swimwear thrives on versatility. Offering a range of tops and bottoms that mix and match can significantly elevate the perceived value of your collection. It’s not just 6–8 styles it’s multiple outfit combinations.

Start by designing staple pieces:

One or two classic bottoms
Two tops that suit a range of busts
One standout piece (like a statement one-piece or textured set)
A couple of variations to cover different fits, such as high-waisted vs. cheeky bottoms or adjustable tops

3. It’s Cost-Effective for Startups

Let’s be honest - every new label has a budget. Designing more styles = higher sampling costs, more materials, and more potential to feel overwhelmed.

You’ll also need to think about:

Grading (sizing for each style)
Photoshoot costs per look
Inventory planning
Fabric MOQs

Keeping your first drop tight allows you to invest more into quality over quantity, better fabrics, cleaner samples, and a stronger shoot.

4. You’ll Learn What Sells

Launching with a curated collection lets you gather real feedback. What styles are your customers gravitating toward? Which colours are converting? You can take that data and build your next range with even more confidence.

When I launched my own label, I made the mistake of designing too many styles, thinking I needed to offer something new every season. What was the ONE thing customer kept requesting The same staple pieces just in new colours.

5. You Can Always Expand Later

Remember: this is just your first collection, not your forever collection. Once you’ve built brand recognition and gained traction, you can introduce new styles or expand your range with limited edition drops, colour variations, or capsule collections.

Your first collection should feel intentional and cohesive, not overwhelming for you or your customers. Focus on designs that reflect your brand DNA, flatter your target customer, and can stand the test of time.

Start small. Stay strategic. Let your staples speak volumes.