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Gooseberry

American luxury swimwear and resort wear brand Gooseberry Intimates, founded in Bali. Known for delicate, feminine bikinis with romantic details like ruffles, lace trims, and soft colors. Cult following on social media for honeymoon and vacation swimwear.

Gooseberry

French in style and made by hand in Bali: that is how Gooseberry Intimates, a lingerie and swimwear label, describes itself, with each piece made to order by local artisans. It sells soft lace bras, briefs and bodysuits alongside the bikinis and one-pieces that made its name on Instagram, and it sells online, with free standard shipping inside the United States. The company does not publish its founders' names or a founding year, and earlier descriptions of it as an American luxury brand founded in Bali go further than its own pages do.

French lingerie style, made in Bali

The brand's own summary is one sentence long: Gooseberry "was born from a desire to create lingerie that blends the elegance of French fashion with the laid-back beauty of Bali." It describes itself as a "French label" whose look "embraces the delicately lacey and softly unstructured style of lingerie while channeling the fluid, effortless charm of swimwear."

That is a fair description of the product. The lingerie is mostly unpadded and wire-free, in silk, lace, mesh, microfiber and cotton. The swimwear borrows the same lines: thin straps, ties, ruffles and plunging necklines that look closer to a bra and brief than to a sports swimsuit.

The production story is the Bali half. Pieces are hand-made to order with local artisans, using what the brand calls Fair Trade practices, "ensuring our team works in ethical conditions." Gooseberry also says it funds the removal of one pound of ocean plastic for every order.

The swimsuit Kendall Jenner kept posting

Gooseberry's rise is a social media story, and the company's press page documents it. In July 2018 Alessandra Ambrosio was pictured in a Gooseberry sports bra. In August Kendall Jenner was photographed in its Seaside swimsuit, and People ran a piece that month on "the super sexy swimsuit every supermodel loves." That November another Jenner bikini post made the rounds. Kourtney Kardashian followed in June 2019.

The attention returned in 2024. Glamour reported in April that Blake Lively had been "spotted" in what it called "Instagram's favorite swimsuit." In June Vogue published "Why models from Kendall Jenner to Taylor Hill are obsessed with this French swimwear label," and People covered Jennifer Lopez on an Italian yacht in a plunging white Gooseberry one-piece. Olivia Wilde and Vanessa Hudgens appear in the brand's gallery of famous customers too.

Two styles recur in that coverage: the So Chic one-piece, worn by Jenner in black and emerald and by Lopez and Hudgens in white, and the Seaside suit. Neither relies on padding or structure. Their appeal is a low neckline, a high leg and a clean line.

Gooseberry lingerie and swim collections

The catalog is split into lingerie, swimwear and a smaller clothing and lounge range. Lingerie collections carry names like Be Mine, Coquette, Dainty, Desire, Dolce, Les Florals, Manhattan, Mon Cheri, Sweet Nothing and Le Boyfriend. Many styles come in more than 20 colors, and customers can "build their own" sets, panty packs and bikinis by mixing tops and bottoms.

Prices are moderate rather than luxury. Bras sit at about $49 to $55, halter bikinis at about $59, and one-pieces at about $110. Free US shipping starts at $150. This encyclopedia records about 540 Gooseberry products across swim and lingerie, with the soft bralette as the common shape across both.

Where Gooseberry fits

Gooseberry belongs to a group of direct-to-consumer labels that use soft lingerie construction for swimwear and sell both through Instagram. The nearest comparison in this encyclopedia is For Love & Lemons, the Los Angeles label that also mixes lace lingerie and romantic swim, though Gooseberry is smaller, cheaper and less documented.

In June 2023 Brit+Co still placed it on a list of little-known swimwear brands, which says a good deal about how far celebrity holiday photos travel beyond their own audience. The company remains quiet about who runs it.

Last updated

Sources

  1. gooseberryintimates.com
  2. gooseberryintimates.com: about
  3. gooseberryintimates.com: as seen on
  4. gooseberryintimates.com: press

Collections (10)

Spring/Summer 2023

SS 2023

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Spring/Summer 2023 is by far the biggest Gooseberry season in our archive, at 63 pieces. Swimwear makes up 46 of them, about three in four, with 15 sets and just 2 bras. Compared with the 13-piece collections from 2012 and 2013, the label has grown nearly fivefold in what we hold, and swim has become the main business. Gooseberry is a French-styled lingerie and swim label made to order in Bali. No automatic image labels were assigned here.

Autumn/Winter 2022

FW 2022

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Four sets are all that Gooseberry's Autumn/Winter 2022 page holds. Gooseberry Intimates is a French-styled lingerie and swim label, made to order, with a So Chic one-piece.

Spring/Summer 2022

SS 2022

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Gooseberry's Spring/Summer 2022 collection is dominated by sets, 82 of 104 archived pieces, with 21 bras and one swimwear piece. That is a lingerie-heavy turn for a French-styled label made to order in Bali. The archive's image labels read soft, wire-free cups on 33 pieces and a backless cut on one. On fabric they find 2 pieces each of microfiber, mesh and lace, and one of satin. Prices and product names are not recorded for this season.

Spring/Summer 2018

SS 2020

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Of the 101 pieces archived under Gooseberry's 2020 spring/summer collection, only 35 are assigned a garment category: 20 sets, 8 swimwear and 7 bras. The rest are unsorted. Gooseberry is a French-styled label made to order in Bali. Where our archive's image labels reach a fabric verdict, microfiber leads with 7 pieces, then lace with 2, and satin and mesh with one each. Eleven items read as soft, wire-free cups. No prices or product names are recorded for the season.

Spring/Summer 2018

Resort 2019

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Only 19 pieces survive from this Gooseberry resort range, filed under 2019: 10 swimwear, 8 sets and a single bra. The label is French-styled and made to order in Bali. Four pieces read as soft cups in our archive's image labels, a count larger than the bra category, which shows how loose automatic labels can be on sets and swim tops. Fabric labels read 2 pieces as lace and one as microfiber. With no prices or product names on file, this is a small and thin record.

Spring/Summer 2019

SS 2018

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Swimwear is the largest group in Gooseberry's 2018 spring/summer collection, with 58 of 117 archived pieces. Sets follow at 37, then 19 bras and 3 bodysuits. The label is French-styled and made to order in Bali. Our archive's image labels are modest on fabric, reading 4 pieces as microfiber, 2 as embroidered, 2 as lace and one as tulle, and they read 17 bras as soft cups. The record's title and year disagree about the season, so only the 2018 year is relied on here.

Gooseberry Resort 2016

Resort 2016

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Gooseberry's Resort 2016 range is a compact one, 35 pieces in all: 27 sets and 8 bras. The brand is described as French-styled lingerie and swim, made to order in Bali. Here the archive's image labels read 3 pieces as lace and one as microfiber, and 5 of the bras read as soft, wire-free cups. No swimwear is filed under this resort season, unusual for a label with a swim reputation. Prices and product names are missing from the record.

Gooseberry 2013

2013

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The earliest Gooseberry collection in the archive is dated 2013 and holds 71 pieces: 53 sets and 18 bras. Gooseberry Intimates is a French-styled label made to order in Bali, and no season is recorded for this range. Our archive's image labels read 6 pieces as lace, 2 as mesh, one as tulle and one as microfiber. Among the bras, 16 read as soft, wire-free cups and 3 as triangle cuts. There are no prices or product names on file, so those cut and fabric counts are the whole story.

Seaside collection

Resort 2013

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Resort 2013, filed in our archive as the Seaside collection, is 13 pieces and every one of them is swimwear. No bras, no sets. It matches the size of Gooseberry's 2012 collection exactly but turns the mix around, since that year was mostly lingerie sets. For a French-styled label made to order in Bali, a resort season is where the swim side stands alone. The archive has no automatic cut, fabric or color labels for these pieces.

Gooseberry 2012

2012

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Gooseberry's 2012 collection in our archive holds 13 pieces, and sets lead: 8 of them, against 3 swimwear pieces and 2 bras. That is the reverse of the label's other seasons here, where swim takes over. Gooseberry is a French-styled lingerie and swim label made to order in Bali, and this year reads closer to the lingerie side of the name. Our image classifier assigned no cut, fabric or color labels to this season, so the mix of garments is the whole picture.

How Gooseberry fits

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540 products in our archive

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