We first noticed Aprilpoolday not through a press release, but through sheer frequency. A swimsuit on Toey Jarinporn, then another on Mai Davika, then Urassaya – and later on cultural figures beyond Thailand, including Irene of Red Velvet. Different aesthetics, different cities, yet the same brand kept surfacing. That kind of recurrence tends to invite a closer look.
Founded in Thailand, Aprilpoolday approaches swimwear with a practical point of view. Rather than treating it as something reserved for holidays or photo moments, the brand designs for real life – swimming, travelling, long days in the heat, and everything that happens in between. Built around the logic of living in them: wearability is the whole point.
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Founded by Min, a Central Saint Martins graduate, the brand draws on a rich art and culture background to shape a design language that feels sharp yet expressive. With crisp contours, intentional tailoring, and an understated confidence that sidesteps micro-trends, the pieces occupy a space between modernity and the lasting pull of vintage swimwear. For those tired of pieces that survive exactly one summer, the label focuses on fabrics chosen for comfort and longevity, with fits designed to move naturally – swimwear made to stay in heavy rotation long after the season ends.
Nowhere is that more evident than in Aprilpoolday’s latest Festival Collection. Inspired by music events and outdoor gatherings, the collection treats swimwear almost like ready-to-wear – pieces that are playful but entirely sensible, made for layering, movement, and long days outside.
This post is in partnership with Aprilpoolday.
Catherine Pun
A Hong Kong native with Filipino-Chinese roots, Catherine infuses every part of her life with zest, whether she’s belting out karaoke tunes or exploring off-the-beaten-path destinations. Her downtime often includes unwinding with Netflix and indulging in a 10-step skincare routine. As the Editorial Director of Friday Club., Catherine brings her wealth of experience from major publishing houses, where she refined her craft and even authored a book. Her sharp editorial insight makes her a dynamic force, always on the lookout for the next compelling narrative.
