Fruity Booty Is Keeping Every It-Girl’s Summer Intimates Drawer Juicy

While they might have brought the rain with them from London, it’s all sea and sand inside Fruity Booty’s New York pop-up. The Fruity Booty “souvenir shop” is the British brand’s first U.S. outpost. It’s a light, airy space in SoHo with a tableau of polka-dot and candy plaid bikinis draped across sandboxes. On the walls, full looks are pinned to cork pinboards that are made for revelling in a sun-dappled morning whiled away on a Spanish balcony with stacks of pan con tomate, a hidden beach you have to scale the rugged calanques of Marseille to reach, for taking in the embers of the day at the sunset-streaked Riviera bar.

Photography by Jazz Mignone

Since it was founded in 2017, Fruity Booty has collected fans for its intimates and swimwear in sweet yet subversive color combos, delicate and diaphanous sundresses, spaghetti strap and second-skin tops inspired by the potpourri-chic window displays of old European lingerie and pajama boutiques that transcend the warmer seasons that Fruity Booty rejoices in. Charli xcx, Addison Rae, and Emily Ratajkowski have hit the beach in their bikinis, while Bella Hadid and FKA twigs have shimmied into their sets. Founder Hattie Tennant has slowly built its ready-to-wear line, and a sleepwear range launched late last year. All the while, the brand has kept up a sustainable ethos that prioritizes deadstock fabrics.

In London, Fruity Booty’s cult favorite pop-ups are known as the Fruity Boutique. Slouching toward an intemperate British summer, Tennant and her team dreamed up a collection that would make the perfect vacation suitcase. “We then got onto the souvenir concept,” she tells Vogue. While they have a few exclusive merch-inspired pieces like their embroidered baseball caps, the shop stocks a curation of artisanal and small brand accessories by Merrma, Swedish Stockings, and sunglasses brand Thistles.

“For summer, we’ve gotten so inspired by the Italian pescheria and those fish motifs you see on ceramics all around the Mediterranean. I think we’ll keep running with that theme,” Tennant says.

Photography by Jazz Mignone

Photography by Jazz Mignone

The styled pinboards began when the team was developing samples and workshopping line sheets in the office. “We pinned some underwear up and realized how good it looked,” says Tennant. “It reminded me of the small Italian boutiques old ladies go to for pajamas and underwear.” They’re (figuratively and literally) intimate art pieces in the storefront, and viral, Pinterest-ready moments on their grid—already being imitated.