Social media sensation Alix Earle has caused a flurry of attention for an Australian swimwear label after wearing a piece from the small business online.
The young college graduate, who has more than 10 million followers to her name, posted a video to TikTok wearing the $99 Prague Top in Salsa from Bydee Swimwear.
She received plenty of requests from keen fans wondering where her swimwear set was from when she got ready to go on a boat day for a close friend’s birthday in Miami, Florida.
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“I desperately need this bikini,” one woman wrote.
“The details on this swimwear are out of this world,” said another.
The top has already sold out in a few different sizes with a small restock on the way, so you’ll need to be quick if you want to secure one for yourself.
Bydee Swimwear continues to grow Australia-wide but also across the US, where the cheeky cuts and bold prints are celebrated.
But it has been a labour of love in the fashion industry for entrepreneur Dessy Hairis.
When she was growing up in the early 2000s Ripcurl, Billabong, Quicksilver and Roxy were hailed as the mecca of brands and everyone wanted to purchase their swimming costumes from Surf Dive n’ Ski.
Now, Aussies are blessed with hundreds of brand names in the beach space.
But few bikini business owners have worked harder — or longer — than Dessy, who has been making and selling cossies since she was 17.
The now 28-year-old, who grew up in Sydney, was surrounded by a “super creative family” with a father who is an architect and a mother who loved to sew, so there was always a sewing machine nearby.
“After being unable to find swimwear that I wanted to wear I started making my own when I was about 17,” Dessy told Best Picks.
“I posted about this on Facebook (back in the day when it was cool to have 1000+ Facebook friends!) and I started selling bikinis on my school quad to girls who had placed orders, all through Facebook!”
But it was a European summer holiday in 2015 that resulted in the birth of the Bydee brand after Dessy saw a range of beautiful beaded bikinis on the sand.
“I was always obsessed with little details and this inspired me to bring something different to the Australian market,” she said.
“I sold my Bydee creations across multiple Sydney markets from 2016 to 2019; I loved meeting customers face to face and learning all about what they were looking for in their swim pieces.
“It was the best form of market research and also allowed me to reinvest straight back into the brand.
“I am so grateful for my market days.”
Launching mainly with printed swimwear, the brand now services a resortwear category too so shoppers can pick up their beachside and barside outfit all in one place.
It has already developed the size range, to stock XS through to XXL and expanded into the US market.
“We opened our first retail store in Sydney in 2022 and hope to open a few more in 2024,” Dessy said.
“Our team has grown, our warehouse has grown! So, lots of growth, which is super exciting.
“We are selling about a bikini every minute, which just doesn’t feel real; I don’t think it ever will!
“It feels like just yesterday I was sewing the bikinis myself while watching S1 of The Real Housewives of Beverly Hills.”
Dessy is continually inspired by her Mediterranean roots and the nature she encounters on shoots for the brand.
“Travelling to Europe and different countries each year to shoot campaigns and gather inspiration for future collections is my favourite part of being CEO and Creative Director at Bydee,” she said.
“It’s so easy to be inspired when you’re not at home.
“When I’m driving to work, I never stop to notice the trees or the flowers in bloom, but when exploring a new city or town, I’m always looking around me and feeling so inspired.”
Running a successful business doesn’t come without hard work though, and a lot of that involves hiring the right people around her to help support growth.
“It can sometimes be challenging to always find the perfect fit. I’ve really learnt to just trust my gut,” she added.
There will be an exciting new category launching on Bydee in 2024 so shoppers will have to wait to hear more from Dessy and the team about what’s coming next.