Lovers and Friends Swimwear

Lovers and Friends, written on its own site as Lovers + Friends, is a Los Angeles women's fashion label owned by Revolve Group, the American online retailer. Its website footer names the operating company as Eminent, Inc., "a Revolve Group company." Swimwear is one of its regular categories, alongside lingerie and sleepwear, dresses, denim, activewear and leather. The museum lists it as a swimwear brand because that is where its records came from, but Lovers and Friends is better understood as a full fashion label whose swim and intimates are one slice of the range.

Lovers and Friends as a Revolve in-house label

Revolve describes itself as the next-generation fashion retailer for Millennial and Generation Z consumers. Its investor site says it sells more than 140,000 apparel and footwear styles from over 1,600 brands, and that it took about $1.2 billion in net sales in 2025, with 81 percent of sales at full price. Most of those brands are independent labels that Revolve stocks. A smaller group, including Lovers and Friends, belong to Revolve itself.

Owned labels are a standard tool for large online retailers. They let the retailer control design, pricing and margins, and they fill gaps in the catalog with styles the buying team knows will sell. They also give the retailer something no competitor can stock. Lovers and Friends sits in that role: its own website and social accounts, under the handle "loversfriendsla," give it a brand identity, while its sales run largely through the Revolve machine.

Swim and lingerie in the range

The Lovers and Friends navigation lists Swim, Swimsuits and Cover-Ups, and Swimwear as separate headings, which says something about how much weight the category carries. Lingerie and Sleepwear is a heading of its own as well. For a label rooted in Los Angeles, swim is hardly a side line. Southern California dresses for the beach and the pool for most of the year, and its fashion labels have long sold bikinis alongside party dresses.

The individual swim styles change from season to season, and the brand's homepage does not publish a standing list of them. Fashion swim of this kind is usually sold as separates, so a triangle bra top and a cheeky bottom can be bought in different sizes, and the cover-up heading shows the brand also dresses the walk from beach to bar. The museum holds 25 product records under this brand, kept private like all product records.

The Los Angeles going-out label

Lovers and Friends belongs to a crowd of Los Angeles labels aimed at women in their twenties and sold heavily through social media, which is the audience Revolve names as its own. Clothes for that customer are designed to be photographed as much as worn, and evening pieces in satin or lace sit naturally next to bikinis. Swimwear fits the logic neatly, since a swimsuit is one of the garments most often posted from a holiday.

The brand's categories read like a full wardrobe. Beyond swim and lingerie there are jumpsuits, rompers, knitwear, jackets, ski wear, jewelry and beauty. That breadth is a sign of an owned label inside a large retailer. An independent swim brand rarely sells ski jackets; a retailer's house brand can sell anything its customers might buy next.

What the record does not show

The brand's founding year and its founders are not stated on its own site, and Revolve's investor overview does not break out its owned labels. Those fields are left empty here. What can be confirmed is the current picture: a Los Angeles label operated by Eminent, Inc. within Revolve Group, trading as Lovers + Friends, and offering swimwear, cover-ups and lingerie as part of a much wider women's fashion range.

Last updated October 7, 2026