Swimwear That Speaks Louder: Yellow The Label’s Curve-Hugging Confidence
Origins and Founding
Yellow The Label was founded by influencer and designer Alex MacGregor in 2020 as a swimwear brand rooted in confident femininity and eye-catching silhouettes. Based in Australia and inspired by golden-hour glamour, Yellow quickly gained a cult following for its curve-enhancing cuts and vibrant hues.
Ownership and Leadership
Still independently owned and led by Alex MacGregor, Yellow The Label operates with a direct-to-consumer model, designing all collections in-house and producing in limited runs. The brand has grown rapidly through social media, worn by major influencers and fashion-forward jetsetters.
Aesthetic and Design Language
Yellow The Label’s aesthetic is bold, body-conscious, and sultry. Known for ultra-high-cut bikinis, cheeky bottoms, plunging one-pieces, and glowy color palettes, the brand leans into feminine silhouettes that flatter and empower. Fabrics are typically high-shine Lycra or matte neoprene, designed to hold and shape. The vibe is luxury vacation meets early 2000s supermodel—confident, curated, and sun-drenched.
Notable Pieces
- Cleo Bikini Set – A barely-there triangle top paired with stringy high-cut bottoms.
- Luxe One-Pieces – Sculptural, plunging one-pieces that double as bodysuits.
- The “It” Cutout Suit – Bold cutouts at the hips and waist with golden hardware details.
- Velvet Swim Drops – Limited-edition swimsuits in stretch velvet and rich jewel tones.
- Yellow Minis & Coverups – Swim-adjacent dresses and crop sets to style day to night.
Famous Fans
- Tammy Hembrow
- Tana Mongeau
- Sophia Richie Grainge
- Abbie Chatfield
- Molly-Mae Hague
The Future
Yellow is expanding into lifestyle, active-infused loungewear, and resort sets while staying true to its swimwear roots. With high-impact visuals, limited drops, and influencer-driven capsules, it continues to shine as the go-to brand for body-hugging swim with serious attitude.
