Though they may have brought London’s rainy weather with them, Fruity Booty’s New York pop-up is all about sun, sea, and sand. This “souvenir shop” marks the British brand’s first U.S. venture—a bright, airy space in SoHo where polka-dot and candy-striped bikinis drape over sandboxes. The walls feature full outfits pinned to corkboards, evoking sunlit mornings on Spanish balconies with plates of pan con tomate, hidden beaches in Marseille, and sunset cocktails on the Riviera.

Founded in 2017, Fruity Booty has gained a following for its playful yet rebellious swimwear and lingerie, delicate sundresses, and second-skin tops inspired by vintage European boutiques. Celebrities like Charli XCX, Addison Rae, and Bella Hadid have been spotted in their designs. Founder Hattie Tennant has expanded the brand into ready-to-wear and sleepwear while maintaining a commitment to sustainability, using deadstock fabrics.

In London, Fruity Booty’s pop-ups—known as the Fruity Boutique—are cult favorites. For this collection, Tennant and her team imagined the perfect vacation wardrobe, inspired by souvenirs. Alongside their own embroidered caps, the shop stocks accessories from small brands like Merrma and Swedish Stockings.

“We were really inspired by Italian fish markets and Mediterranean ceramics this summer,” Tennant says. “We’ll probably keep exploring that theme.”

The brand’s signature pinboard displays started as a creative experiment in their office. “We pinned up some underwear and realized how great it looked,” Tennant recalls. “It reminded me of those little Italian shops where older women buy pajamas and lingerie.” Now, these displays have become viral Pinterest moments, already being copied.

Tennant’s journey began in a university house shared with seven other girls, where laundry racks sagged under faded, shapeless underwear. “Everything looked flammable and uncomfortable!” she laughs. “I thought it was strange that what we wear underneath doesn’t reflect our personalities.”

With early support from her cousin, the late model Stella Tennant, she interned in fashion from age 15 before studying business. But design called her back, leading to Fruity Booty—a brand redefining sensuality. “I grew up during Victoria’s Secret’s decline, when my friends and I were all hyper-aware of our bodies,” she says. “I wanted to create something that represented us.”

Today, that vision lives on through unfiltered Instagram posts featuring customers worldwide and sun-soaked campaigns of women lounging in messy bathrooms or playfully posing on city streets.

“Fruity will always be an underwear brand,” Tennant says of their future. Expansion is still a long way off—for now, they’re focused on staying true to their playful, intimate roots.Her dream is to launch an accessories line, but for now, the focus is on expanding the ready-to-wear collection. Some major milestones? Beyond having the Jenners, the Hadids, and Lena Dunham wear the brand, plus a collaboration with swimwear label Office Kiko, Tennant takes pride in her growing team of eight.

To maintain momentum in the U.S., pop-up shops help the brand avoid the tariff headaches that small labels often face. (Though in their first week stateside, over half the stock got held up in customs.) “People get to touch the pieces and see how they move,” she says. “A physical presence matters.”

While Tennant loves wearing Fruity Booty and vintage pieces, she’s been sporting their frequently sold-out polka-dot tank and the Frizzante top from the latest collection. Recently, a washing machine mishap turned their pale blue Lacie bra a bold pink—she sends me a photo of the now-cerise lingerie, and we brainstorm complementary lace trim colors. Chocolate brown? Mint green? “I love it—we need to make this happen!” The it-girl’s 2026 color palette is already taking shape in Fruity Booty’s endless summer.