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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.
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.
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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.
It’s all come a long way from Tennant’s time in a house of eight girls at university, laundry drying racks layered with shapeless, faded underwear. “Everything looked flammable and uncomfortable!” she says. “I thought, how bizarre is it that what we wear underneath our outfits doesn’t reflect our tastes and identities?”
Tennant was able to intern in fashion from the age of 15, with support from her cousin, the late great British fashion model Stella Tennant. She then went on to study business, but felt called back to design. It was then that Fruity Booty was born, from a need to redefine what sensuality and sexy could mean. “I was growing up when Victoria’s Secret was having quite a big downfall, and when all of my friends and I were conscious of our bodies,” Tennant says. “I wanted to create something that represented us.” Today, that’s articulated in an unfiltered Instagram feed with carousels of selfies from buyers in all parts of the world (while they’ve gained a massive British audience, their U.S., Australia, and Korea markets are growing too) and their sun-drenched, citrus fruit-studded campaigns of women posing in messy bathrooms and playfully flashing the streets.
“Fruity will always be an underwear brand,” says Tennant when thinking about their expansion. A “long way down the line” dream is an accessories line, but the focus for now is on expanding ready-to-wear. And the real milestones? Aside from the Jenners, the Hadids, and Lena Dunham wearing the brand, and a collaboration with another small swimwear label, Office Kiko, Tennant’s proud of her growing team of eight.
And with hopes to keep up momentum in the U.S., physical pop-ups offer the label an opportunity to circumvent the tariffs nightmare for small brands. (When over half the stock doesn’t get stuck in customs, that is, like it did in their first week stateside). “People are getting the opportunity to touch it and see it in motion,” she says. “A tangible presence is important.”
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While Tennant devotedly wears Fruity Booty and vintage, she’s most recently been wearing their often sold-out and viral polka-dot tank and the Frizzante top from the latest collection. Last week, she had a washing machine disaster with their icing sugar and pale blue-colored Lacie bra which turned it a bold pink—she sends me a picture of the now-cerise lingerie, and we discuss potential complementary colors for the lace trim. Chocolate brown? Mint green? “I love it. We need to make it now!” The it-girl’s 2026 colorwheel is already spinning in Fruity Booty’s forever-summer.
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