Not too long ago, thong bikinis were reserved for the boldest holidaymakers or those heading to faraway beaches where risqué fashion was expected.
Fast forward to 2025, and what was once considered daring has now become one of the most mainstream swimwear choices of the summer.
The skimpy style has shed its taboo label, turning into a staple that you’ll spot everywhere—from Instagram feeds and TV shows to poolside loungers and high-street displays.
Reality TV and Social Media Influence
Shows like Love Island, with their sun-soaked villas and fashion-forward contestants, have played a huge role in pushing thong bikinis into the spotlight.
Add in the power of social media, where every beach snap gets amplified, and the style has quickly been embraced by younger, trend-conscious audiences.
Retailers have caught on too—ASOS, for instance, now lists nearly 200 thong bikini options ranging from high-leg cuts to side-tie variations.
Celebrities Leading the Charge
A-list names have been instrumental in cementing the thong bikini’s status.
Stars like Hailey Bieber, Kim Kardashian, Emily Ratajkowski, Lady Gaga, and Nicole Scherzinger have all proudly showcased the look.
Recently, Hailey sent fans into a frenzy when she shared snaps in a bright yellow two-piece while holidaying in Mallorca.
Her cheeky post doubled as a promotion for her Rhode beauty line, and comments flooded in praising her confidence and figure.
Kim Kardashian’s Pioneering Style
Kim Kardashian has long been one of the biggest advocates of the thong bikini, often posting her own daring looks.
One memorable moment came when she cartwheeled across a beach in a tiny black thong paired with a knotted tank top.
At 44, she continues to prove that confidence is key when it comes to rocking the trend.
Kourtney Kardashian’s Bold Statements
Kourtney Kardashian has also used the thong bikini as more than just a fashion statement.
Back in the early days of her relationship with Travis Barker, she posted a now-famous shot of herself wrapped around him in a skimpy number, captioned “just like heaven.”
The photo racked up over five million likes and essentially served as their relationship announcement to the world.
Emily Ratajkowski’s Perspective
Model and author Emily Ratajkowski has been vocal about her love of revealing styles.
In her book My Body, she described her attraction to “overexposure,” explaining that dressing boldly gives her a sense of empowerment.
While she acknowledges that this also invites criticism, Emily says being in control of how she presents herself makes her feel stronger, not more vulnerable.
Not Everyone Is Convinced
Still, the thong bikini isn’t without its critics. A recent Reddit discussion revealed mixed opinions, with many users saying they find the style uncomfortable or unflattering.
Some long for the return of 2000s-style bikini bottoms that offered more coverage, while others complain about the lack of middle-ground options between “granny pants” and tiny thongs.
A Divide in Generations
The thread also highlighted a generational divide. While younger women often embrace the trend as a statement of confidence, older beachgoers say they prefer more modest and retro-inspired cuts.
Some users mentioned sticking to 1950s-inspired styles or surf brands that still offer a wider range of shapes.
The Bigger Picture
Ultimately, the rise of the thong bikini reflects shifting cultural attitudes toward body confidence and fashion.
What was once shocking is now celebrated, and whether you love it or hate it, the style shows no signs of disappearing anytime soon.
With celebrities, retailers, and influencers continuing to embrace it, the thong bikini has firmly cemented itself as a defining look of the 2020s.
What’s Next for Swimwear?
The debate around thong bikinis also raises bigger questions about fashion inclusivity and body positivity.
As trends move forward, many are wondering whether designers will finally introduce more versatile swimwear options that balance modesty with style.
For now, though, one thing is clear: less coverage remains the hottest look of summer 2025.
