Everyone’s favorite London cool-girl brand, Fruity Booty, is back once again with a summer collection perfectly timed for the warmer weather and Bank Holiday weekends (for the UK girls).
Drawing inspiration from small everyday details, the brand is celebrated for its unconventional silhouettes and defiance against the male gaze, landing on a look that is unique and distinctively feminine. This Spring/Summer 2026 season finds its inspiration in unpainted nails, torn paninis on the beach, decorative napkins, and the more obvious elements of summer, such as pink skies, flip-flops, and sandy feet. The brand’s talent for crafting a mood and capturing a moment in time, then translating that into its designs, is what makes it so endearing, worn by everyone from Iris Law to Kendall Jenner.
The first release was photographed and styled by Jazz Mignone and Alistair Nicholls, within a gentle ambiance of late afternoons, when you’re searching for shade-covered nooks. Soft linens are paired with dashes of summertime pink, purple, blue, and yellow across new silhouettes in lingerie, swimwear, clothing, and accessories.
The almost neon shades are utilized in unexpected combinations to enhance the brand’s signature pieces as a playful method to introduce the novelty for summer. The pieces will cater to your festival season ensembles, beach getaways and warm urban nights, so review the campaign above for some inspiration.
The collection is now accessible via the brand’s website.
For more lingerie, check out Honeydew’s latest Bridal release.
