Just a few weeks ago, Gold Coast-born swimwear brand Full Bums Swimwear rocked the coveted runways of Miami Swim Week. The prestige fashion event saw the home-grown brand walk alongside the swimwear industry’s leading names.

“Our brand was definitely different to all the other swimwear lines that are walking the catwalk. And at first I was like, ‘Oh, this is daunting,’” shares brand founder Ashya McDonald.

“But then I realised, that’s just actually what I am. I am the brand that is different.”

The swimwear brand has risen to cult status since it was launched in 2021 by Ashya at the kitchen table of her family’s home. And whilst Gold Coast is no stranger to producing knock-out swimwear brands, Full Bums Swimwear does things a little differently.

The brand specialises in full-coverage swim bottoms, seeking to provide women with affordable and fashionable swimwear options in that one specific style.

“I’ve made sure that our brand isn’t ever anti-G string… if you want to wear that, you absolutely rock it. But if you feel more comfortable in the coverage, then we’re here for you,” adds Ashya.

Full Bums Swimwear making its Miami Swim Week debut.

The Currumbin Waters-based entrepreneur moved to the Gold Coast more than seven years ago from Sydney, with her “serial entrepreneur” husband and two children. 

“We were just after a bit of a sea change,” reflects Ashya. “We thought, if we could live anywhere, where would we like to live? And it was the Gold Coast.”

“We’ve not regretted that decision once. We love living here, being so close to the beach, then we’re still close to Brisbane for that city feel.”

The move to the beach-obsessed community of the Gold Coast inspired Ashya to start a brand dedicated to this style.

“I was finding it hard to find swimwear that I liked, that wasn’t, you know, old lady-ish, but was still modern, but still had all the right bits covered up,” explains Ashya.

“I started with smaller quantities, and they sold out pretty much in the first week.”

“I realised there were a lot of other women, not just in Queensland, but obviously everywhere, that still wanted swimwear with a full bum coverage.”

Over the last three years, Full Bums Swimwear’s growth has only continued – taking over the family rumpus room before eventually relocating to a purpose-built warehouse.

“We’ll be exploding back into our rumpus this summer, because there’s so much new stock coming out,” jokes Ashya.

The focus on providing different full-bum style swimwear options has helped set the brand apart. Since its launch, Full Bums has fostered a fiercely loyal community of beach bums from the United Kingdom to Canada, America, Thailand, Singapore and beyond.

“We haven’t invented anything. We’ve just brought it back – reinvented the wheel of what classic full-bum coverage looks like,” explained Ashya.

“There are other swimwear brands that do have [full coverage] in their collections, but that might be the black and it’s in the back corner,” explains Ashya. “Whereas this is front and centre for us.”

Over the years, this mission has seen Full Bums Swimwear receive countless messages of support from customers, praising the design. 

“I got an email from a gentleman whose wife had purchased the swimwear,” says Ashya. “He goes, ‘I know this is silly, but I just want to thank you, because we just had the most amazing family holiday. And I’m putting it down to the fact that my wife felt good in the swimwear she purchased from your brand.”

The shopper’s husband revealed that the comfort of Full Bum Swimwear helped her feel confident to embrace the holiday – swimming with the kids, building sand castles and running around. 

“I would do it for the rest of my life knowing something simple as that,” adds Ashya. “Just changing someone’s holiday experience because she felt good.”

As summer quickly approaches, Ashya and the Full Bums Swimwear team is gearing up for another huge season. The focus, however, still remains on the product.

“I want to be here for a long, long time. That’s important to me.”

“It’s still such a baby business, but I’m just making sure that what we do, we do really well, of course.”