Our Story

For decades, I have found it hard to find the perfect-fitting costume. As I get older, I realize the importance of enjoying life to the fullest. I set out to create something better—better fit, better fabrics—pieces I could wear at home, on holiday with my family, or out with both new and old friends, and feel confident and beautiful in. That is BAYE London.

Making a fabulous swimsuit isn’t as easy as it looks. It takes real skill and real time, not only to get all the best components but also to achieve the perfect fit and test it on many body shapes. There was truly nothing on the market like our garments, and I have had the privilege of working with an immensely talented team. Together, we created this amazing product—something truly special.

BAYE London is more than just a swimwear brand. We are female-founded, and this business is very personal to me as someone who has always battled with body image. The name had to be empowering, and BAYE—which stands for “Be All You Envision”—truly encapsulates that

All of this came about because I have a great love for travel. I just love it—especially beautiful coastal towns. I was inspired by the different lifestyles and cultures I experienced while on holiday or reading about new places to discover.

BAYE London is made from buttery soft fabric in bespoke prints and colors that are not only sustainable but also resistant to suntan oil, chlorine, and seawater. It’s lined with an ultra-soft fabric that doesn’t become see-through when wet. We truly wanted to create something that sets you free.

All you have to do is slip on your BAYE London swimwear and feel free to enjoy the important things in life—without compromising on what you want and what’s important to you.

Welcome to the BAYE London life!

Kerry

Kerry Sykes

Meet the founder

Kerry Sykes

BAYE London was born from the life journey of its founder, Kerry Sykes – a South African-born designer with a passion for travel, style and self-expression. From the bold energy of Cape Town to the refined charm of London and now the laid-back elegance of Ponte Vedra Beach, Florida, Kerry’s life has been a beautiful blend of cultures, places and inspiration.

Her journey in fashion began in South Africa, and blossomed in London, where she built her expertise in lingerie and swimwear design. It was during these years – travelling the world, discovering new textiles and speaking with women about what made them feel confident – that the idea for BAYE London truly began to take shape.

Inspired by the belief that every body is a beach body, Kerry launched BAYE London to create timeless, flattering swimwear and resortwear that feels as good as it looks. With decades of hands-on experience and a deep understanding of fit, fabric and femininity, Kerry set out to design pieces that empower women to feel bold, beautiful and free – wherever they are in the world.

Kerry- “I wanted to create swimwear that feels like freedom. Something I could wear with confidence –on the beach, at home or at a resort – with old friends and new. That’s what BAYE is about.”

  • BAYE Mission

    Empower every ‘beach body’ with inclusive, confidence-boosting swimwear.

    Celebrate global cultures through thoughtfully designed resort wear.

    Inspire self-love and adventure through premium, sustainable styles.

  • BAYE Vision

    Be the leading global travel-inspired swimwear brand.

    Merge craftsmanship and wanderlust in every piece.

    Create a world where women feel fearless, beautiful and free.