For Immediate Release - July 2026

BAYE London Steps Into the Spotlight. From the Collective Shows in Huntington Beach to Soirée en Blanc in Beverly Hills

Florida-based luxury swimwear and resortwear brand BAYE London marks a landmark month with two major industry appearances, soft launching new collections at the Collective Shows and debuting to consumers at the Modern Day Wife's Soirée en Blanc at Sofitel Beverly Hills.
Florida, USA -July 2026

BAYE London, the Florida-based luxury swimwear and resortwear brand founded by designer Kerry Sykes, has had its most significant month since launch, appearing at two prestigious events in the American swimwear and lifestyle calendar and introducing new collections to both industry insiders and consumers for the very first time.

The Collective Shows West. Huntington Beach

Earlier this month BAYE London exhibited at the Collective Shows, a curated, upscale business-to-business trade event held at the Sea Hotel and Spa in Huntington Beach, California, bringing together top designers and retailers across the swimwear, resort wear and activewear industries.

Now in its fourteenth year, the Collective Shows has attracted buyers from some of America's most prestigious retailers including Nordstrom, Neiman Marcus, Revolve, Bloomingdale's and MGM Resorts, making it one of the most valuable platforms for emerging luxury swimwear brands in the US market.

For BAYE London, the Collective Shows represented a strategic step into the wider American swimwear industry. Kerry Sykes used the event to soft launch new collections from her recent travels, designs that are not yet available to the public and will be formally launched in early 2026. The appearance was an opportunity to build brand awareness, connect with buyers and retailers, and introduce the BAYE London design philosophy to a broader industry audience.

Soirée en Blanc. Sofitel Beverly Hills

On July 17th, BAYE London brought its collections directly to consumers at Soirée en Blanc, the fourth annual all-white celebration hosted by @moderndaywife at Sofitel Beverly Hills. Set against a French Riviera backdrop, the event brought together panels, a high-energy fashion show, a rooftop lunch, helipad photos, beauty activations and gifting suites, and a room full of the most stylish women in Los Angeles. 

Kerry was present at the BAYE London booth throughout the day, talking design, demonstrating how to mix and match pieces across the three collections and launching new additions to the Florida Palm, Cape Town and London Broderie ranges in person for the first time.

The response was immediate. Women spent time at the booth throughout the day, feeling the premium recycled Italian fabric, trying on pieces and engaging with Kerry directly about the design story and fit philosophy behind every piece. Influencers stopped by throughout the event, photographed themselves with the collections in the BAYE London mirror and shared their moments with their audiences.

New Collections Launched at the Events

Kerry used both appearances to introduce new additions across all three BAYE London collections: 

Florida Palm Collection

- Halter Bikini: Now available in Pink Palm and Blue Palm. Full support with ring details on top and brief. 
- Ruched Side Swimsuit: Available in a new Aqua color and Florida Blue Palm. 
- Trim Bandeau Swimsuit: Now available in Florida Pink Palm. 

Cape Town Collection

- Short Embroidered V-Neck Kaftan: Extended into two new colorways: White and Yellow Protea. 

London Broderie Collection:

Brand New Vacation-ready Wrap Skirt and Top. The most significant new launch at both events was the introduction of a completely new design to the London Broderie Collection, the Flutter Sleeve Top and Short Wrap Skirt. Crafted from 100% cotton with delicate broderie detailing, flutter sleeves and adjustable ties, the pieces are available individually or as a coordinating set in Navy, Cobalt Blue and White. This is the first time BAYE London has introduced a twin-set to the range, and it was the most talked-about new arrival at both events.

Looking Ahead

Additional new collections soft launched at the Collective Shows, inspired by Kerry's recent travels, will be formally introduced to the public in early 2026, continuing the evolution of BAYE London into new destination-inspired colour stories and silhouettes. 

The full current range is available now at bayelondon.com and in selected stores across the United States. Free US shipping on all orders over $200. A complimentary BAYE London wet bag ships with every swimsuit purchased.

About BAYE London

BAYE London is a female-founded luxury swimwear and resortwear brand created by designer Kerry Sykes. Inspired by global travel, coastal living and the belief that every woman deserves to feel confident in what she wears, the brand combines sustainably produced recycled Italian fabric, flattering fits and timeless resort styling designed to last beyond a single season. BAYE stands for Be All You Envision. 
Available at bayelondon.com

About The Collective Shows

Collective Shows are curated, upscale business-to-business trade events held biannually in Huntington Beach, California, focusing on swimwear, activewear and resort wear. The premier marketplace brings together top designers and retailers through immersive beachside experiences at the Sea Hotel and Spa, Huntington Beach.

About Soirée en Blanc / The Modern Day Wife

Soirée en Blanc is the signature annual event hosted by @moderndaywife, now in its fourth year. Held at Sofitel Beverly Hills, it is an immersive all-white celebration blending elevated networking, panels, beauty activations, a fashion show, rooftop lunch and brand showcases, designed as the ultimate community-building experience for women in Los Angeles.