FEARLESS

Building a body-positive swimwear brand that
adapts to all shapes

FEARLESS /OVERVIEW

Redefining swimwear for women who want to feel confident, supported, and effortlessly sexy at every  stage of life.

Fearless was born from a collaboration with Lindy Cohen, “The Nude Nutritionist,” to extend her philosophy of body confidence into fashion. After years of promoting realistic wellness to her 300,000 followers, she wanted to create swimwear for women—especially mothers—who felt self-conscious. Our mission was to design a brand that balanced support and style, empowering women to feel comfortable and confident enough to enjoy life’s moments.

CHALLENGE

The challenge was to engineer a swimsuit that truly delivered on the promise of body positivity. Most “inclusive” swimwear still designs for a single body type. We needed to create a suit that could adapt to diverse shapes, torso lengths, and bust sizes, offering genuine support and security during activity.  The deeper goal was to address why many mothers feel self-conscious and miss out on family memories, creating a product that felt less like fashion and more like freedom.

APPROACH

Our approach was to co-design the solution with the community. We engaged over 350,000 women through polls and iterative surveys, using their data to validate every decision from fabric compression to fit. This process allowed us to address key pain points and refine designs for a true range of bodies. The brand identity mirrored this authenticity, using unretouched photography of real women. Fearless became more than a product; it became a mindset of confidence and empowerment.

FEARLESS /PRODUCT MARKET FIT TESTING

Product Market Fit Testing

To find product-market fit, we treated the brand’s engaged community of over 350,000 women as a live testing ground. We moved beyond assumptions and used iterative polls and surveys to co-design the solution and validate every key decision. By testing everything from fabric compression and fit to style preferences, we gathered real-world data on the community’s primary pain points. This process of quantitative validation ensured that the final designs directly addressed the functional and emotional needs—like support, coverage, and confidence—that other “inclusive” brands had failed to solve.

Fearless (the label)  73%

Perfect Fit Swim 32%

Perki Swim 5%

Spela Swim 40%

FEARLESS /TESTIMONIAL

CUT THRU tested and tweaked until we hit product–market fit launching a swimwear brand women love & 27K pre-orders to prove it. Lyndia Cohen, Founder

BRAND IDENTITY

Co-Designing Confidence  with Community

The brand identity was co-designed with a community of over 350,000 women, ensuring every decision addressed real pain points around support, comfort, and confidence. This data-driven process informed a visual language that is bold yet approachable, using unretouched photography of real women enjoying life outdoors. Fearless became more than a product name; it became a mindset of empowerment, visually cued to remind women they deserve to be seen and celebrated.

ICONOGRAPHY