Monday Swimwear

Australian model Natasha Oakley and her business partner Devin Brugman launched Monday Swimwear, a swimwear and resort-wear label, in 2014, two years after the pair started the Instagram-era blog A Bikini A Day. It sells direct to consumers online, releases collections twice a year, and was one of the first swimwear brands built entirely on an audience its founders had grown themselves.

Maui, 2009, and a Blog Called A Bikini A Day

Oakley grew up in Sydney's eastern suburbs. In her late teens she spent two years in Maui, and it was there, in 2009, that she met Brugman. The friendship became a business in 2012, when Oakley was 22. A Bikini A Day was a lifestyle blog with one simple rule: a photo of the two of them in a new swimsuit every day.

The format suited the moment. Instagram was two years old, brands were only starting to understand that a feed could sell product, and a daily swimsuit picture was easy to share. Swimwear companies began asking to be featured. According to Oakley's Wikipedia biography, the pair charged about $100 a post at first. That small fee is the important detail in the story, because it turned a hobby into a media business and taught both founders what a swimsuit photo was worth to the people selling the swimsuit.

From Featuring Brands to Being One

By 2014 Oakley and Brugman had spent two years photographing, wearing and being paid by other people's swimwear labels. Launching their own was the logical next step, and Monday Swimwear arrived that year. The obvious advantage was distribution. A new label normally spends heavily to find customers; Monday launched to an audience that already followed its founders daily.

The duo also kept working with other companies. Collaborations with Guess, Tory Burch and Missguided are listed in Oakley's biography, so the influencer business and the product business have run side by side rather than one replacing the other.

What Monday Swimwear Sells

The brand describes its approach as building collections around pieces that flatter the body over seasons, rather than chasing short-lived trends. In practice the shop is organized around tops, one-pieces and bikini bottoms, with the brand's signature shapes repeated across new colors and fabrics each season rather than replaced. Bottoms run from moderate coverage down to cheeky cuts.

Sizing is where Monday departs from most fashion swimwear. Tops are sold in the brand's own letter system, with codes such as P, PP, V, VV and VVV, rather than only small, medium and large, and there is a dedicated Small Band Large Cup collection. That is a recognition, rare among influencer-led labels, that a bikini top has to fit a bust the way a bra does.

An earlier version of this entry said Monday offered US sizes 2 through 18 and engineered each size separately. Neither claim could be confirmed from the company's site or other sources reviewed, so both have been removed.

The range has since spread well beyond swimsuits. The current shop includes resort dresses, knitwear, linen sarongs, hats, bags, sunglasses and jewelry, an activewear line of bras, shorts and leggings, a bridal edit, and a children's line called Monday Mini. A "Tash and Devin's Edit" keeps the founders' names front and center.

Recognition and Scale

In 2017 the London Evening Standard named Monday among the top seven US swimwear brands for women. Oakley had by then relocated from Sydney to Los Angeles, and the brand is usually described as American. In 2022 Elle magazine estimated that Oakley's businesses were worth more than $63 million. That figure is a press estimate covering more than the swimwear label, and Monday has not published its own revenue.

Monday Swimwear in Context

Monday belongs to a group of swimwear brands born on social media in the mid-2010s, alongside labels such as Frankies Bikinis. What sets it apart is timing. Oakley and Brugman were selling other brands' swimwear to their followers before most companies had a budget line for influencers, and they launched their own product before "influencer brand" was a category with a reputation to live down. The company's own copy calls them swimwear connoisseurs. For once the description is close to literal: a blog that required a new swimsuit every day is a long apprenticeship in what fits.

Last updated October 7, 2026