Kerry Sykes built a life across three countries, moving from South Africa to the U.K. before starting over in America to launch BAYE London. Her journey across cultures, coastlines and well-worn passports shaped a leadership style rooted in kindness, creativity and clarity of vision, one that listens closely to the women a brand built for real bodies should ultimately be guided by.

For decades, Sykes struggled to find the perfect fitting costume. As she got older, she realized the importance of enjoying life to the fullest and set out to create something better: a better fit, a better fabric, something she could wear at home or on holiday with family and old and new friends alike. That dream became BAYE London, a name drawn from “Be All You Envision” and deeply personal for a female founder who long carried her own battle with body image.

Fabulous swimwear and resortwear deserve a place as core pieces of a travel wardrobe, not an afterthought, effortlessly coordinated with what a woman already wears and wherever the day takes her, from beach to bar to dinner. “Everything I design starts with a feeling, not a trend,” she says. “I want a woman to put on a BAYE piece and feel like the best version of herself—confident, beautiful.” Offered in bespoke prints and colors, BAYE London garments resist suntan oil, chlorine and sea water, and lined in a buttery soft material that doesn’t go see-through when wet.

This Dynamic Woman names Coco Chanel as her dream collaborator, drawn to a boldness, grit and fearless self-expression that challenged the norms of an entire era. Sykes brings that same spirit into every BAYE design, where fashion, culture and travel remain forever intertwined.

BAYE London | Founder | bayelondon.com | @bayelondon