It’s the Aussie swimwear brand that won over Oprah Winfrey in her famous Swim-O-Wards, as well as thousands of women across the country.
And now the mum-of-three and former Silicon Valley tech exec behind Sheila The Label has debuted a new range of elevated, lifestyle-led swimwear essentials, which seamlessly move from ocean swims to coffee runs, workouts and weekends away.
Claire Barrins’s Sheila The Label this week has unveiled its most considered collection yet, introducing its first-ever print, a new textured fabrication, seven new silhouettes and a richer colour palette thta marks a new chapter for the fast-growing label.
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The standout from the new launch has to be the material, which works to be both flattering and practical — perfect for hiding the bits you don’t want accentuated and showing off what you want to show off.
Available in inclusive sizing AU 6-24, every piece has been fit-tested across multiple body shapes and is designed to move effortlessly from swimming and travel to lunch, workouts and everyday wear.
“This collection feels like the most complete expression of Sheila we’ve created,” Claire tells 7You.
“We’ve always designed swimwear to solve real problems for women, but this season we’ve allowed ourselves to become more expressive through colour, print and texture without compromising the functionality that has become our signature.”
Claire adds: “Every piece still has a purpose. It just feels even more beautiful”.
The season introduces three sophisticated new shades that expand Sheil’as signature palette, without chasing fleeting trends.
Cocoa, a rich chocolate brown, brings understated luxury and effortless wearability to anything you do.
Daybreak, a soft cornflower blue, captures the calm of early mornings by the water.
While Poppy, an iconic Baywatch-inspired red, delivers confidence in its boldest form.
The collection also marks another milestone with Sheila The Label’s first print: Sundown Stripe.
Rather than existing as a statement on its own, the stripe intentionally combines Cocoa, Daybreak, Poppy and pale yellow into a versatile pattern desgined to pair with the rest of the collection.
My favourite feature of the new launch is the Vertical Rib textured fabrication, offering elevated structure and premium hand feel while still maintaining the technical performance the brand has become known for.
Finally, there are seven new silhouettes, depending on which style you like to wear — from active sporty types, to elegant one-shouldered options.
Since launching in 2023, Sheila The Label has become one of Australia’s fastest-growing independent swimwear labels, recording 250 per cent year-on-year sales growth, while earning international recognition after its Cate Rash Guard received an Oprah Swim-O-Ward.
But, in spite of its rapid success, the ethos remains the same.
“Sheila was born because I couldn’t find swimwear that reflected the way I actually lived,” Claire said previously.
“I wanted pieces I could swim in, move in, travel in and then wear straight to lunch without feeling underdressed or uncomfortable. Women don’t live their lives in one setting anymore, so their wardrobes shouldn’t either.”
For more information and to browse the new range for yourself, head here now.
