Design Museum, London (28 March – 17 August 2025)
The Design Museum’s forthcoming exhibition, Splash! A Century of Swimming and Style, offers an in-depth examination of how swimming culture over the last hundred years has influenced design, fashion, architecture, and social norms. Tracing the evolution of swimwear and public bathing spaces from the 1920s to the present, the exhibition reveals how this universal pastime has long served as a reflection of shifting societal values and aesthetics. Guests can expect a diverse array of historical objects, modern innovations, and cultural ephemera that illuminate the ongoing dialogue between swimming, style, and society.
The narrative begins in the 1920s, when beach holidays and coastal getaways rose in popularity. During this decade, swimwear emerged as functional attire designed for movement in the water, breaking from earlier, more restrictive “bathing costumes.” By the 1930s, outdoor swimming pools—commonly known as lidos—proliferated across Britain, signaling a golden era of public bathing culture. As swim attire evolved, designers sought to balance comfort and modesty, leading to streamlined woolen one-piece suits for men and women. These early innovations shaped modern swim style, foreshadowing broader cultural shifts toward health, leisure, and body awareness.
Moving through the mid-20th century, Splash! highlights the groundbreaking introduction of the bikini by Louis Réard in 1946. This daring two-piece challenged conventional notions of decency and revolutionized beach fashion. In the ensuing decades, swimwear embraced synthetic fabrics and bolder cuts, reflecting new social freedoms and rapidly changing tastes. By the 1980s, high-cut neon suits captured the exuberance of the era, while today’s designs embody diverse trends and advanced textile technologies. Throughout, the exhibition demonstrates that swimming attire has consistently mirrored broader changes in fashion, lifestyle, and cultural attitudes.
What makes Splash! especially compelling is its carefully curated selection of over 200 artifacts, each shedding light on a different facet of swimming’s rich design heritage:
• Pamela Anderson’s Baywatch Swimsuit (1990s): The famous red one-piece worn by Anderson in the television series, emblematic of 1990s pop culture and beach glamour. Its distinctive cut and color reignited interest in the one-piece swimsuit, proving swimwear could be both practical and iconic.
• Lucy Morton’s 1924 Olympic Gold Medal: A tangible piece of British sporting history. Morton’s victory in the 200m breaststroke marked a milestone for women’s competitive swimming, underscoring how evolving swimsuit design fostered greater participation and performance.
• Earliest Surviving Bikini (c. 1940s): Designed by Louis Réard, this pioneering example symbolizes the radical shift in beach attire. Often controversial in its early years, the bikini paved the way for more revealing and liberating forms of swimwear.
• Striped Woolen Swimsuit (1933): A vintage men’s one-piece produced by the British brand Bukta. Its thick wool fabric and modest silhouette illustrate interwar swimwear’s focus on comfort and coverage before nylon and latex became standard.
• Men’s Speedo Briefs (1980s–2000s): A set of racing swimsuits tracing the evolution of competitive swimwear. From the bold patterns of the 1980s to the sleeker, high-performance cuts of the 2000s, this display highlights ongoing design innovation and shifting attitudes toward men’s body image.
• Speedo LZR Racer Suit (2008): The controversial high-tech swimsuit developed with NASA’s assistance, once credited for numerous world records before being banned for offering “technological doping.” Its inclusion underscores the dynamic link between design, ethics, and athletic achievement.
• London 2012 Aquatics Centre (Architectural Model): A scale model of Dame Zaha Hadid’s distinctive venue with its sweeping, wave-like roof. This piece epitomizes how function and aesthetics merge in modern pool architecture, reflecting the evolving role of public swimming complexes in urban design.
Beyond its historical objects and memorabilia, Splash! delves into the broader cultural impact of swimming. One major theme is the interplay between function and fantasy. On the practical side, the quest for more efficient, movement-friendly designs has catalyzed breakthroughs in textile technology and athletic performance. Simultaneously, swimming has always carried an air of romance and escapism—one readily apparent in fashion shows, film, and advertising. Mid-century “bathing beauty” pageants, for instance, celebrated the female form while further popularizing bold new designs.
A related section explores nature and folklore, tracing the allure of water spirits, mermaids, and aquatic legends in fashion and pop culture. Vintage film stills, alongside contemporary “mermaidcore” trends, reveal the enduring fascination with an underwater fantasy world. By connecting these motifs to modern design choices and social media trends, the exhibition underscores how a simple pastime can spark widespread cultural inspiration.
Crucially, Splash! recognizes how swimwear and swimming reflect broader conversations around access and body autonomy. From the emancipation suggested by early one-piece suits for women to the modern-day development of burkinis and adaptive swimwear, this story encompasses the diverse identities and needs of swimmers worldwide. A dedicated segment spotlights designs created for individuals of varying abilities, cultures, and body types, emphasizing that inclusive attire can help everyone feel welcome at the pool or the beach. By illustrating these shifts in design, the exhibition highlights the significance of democratizing aquatic spaces and practices for all communities.
Formally structured yet thoroughly engaging, Splash! A Century of Swimming and Style offers a sweeping survey of how swimming has shaped and been shaped by design, culture, and technology. Visitors will gain a deep appreciation for the interplay between innovative materials, social change, and personal expression—all converging around our collective love of water.
Running from 28 March to 17 August 2025, this exhibition provides a captivating lens through which to view not just the evolution of swimwear, but broader historical and contemporary trends in leisure, fashion, and architecture. Whether you are a design enthusiast, a competitive swimmer, or simply someone who loves a day at the beach, Splash! promises an insightful and enjoyable exploration of swimming’s ongoing impact on style and society.