The Upside has debuted its first-ever swimwear collection 'Vacances D'Été' in store and online.
Founder and creative director Jodhi Meares said the launch of a beach category has been on the cards for some time.
Euromonitor International expects the global swimwear market to be worth $28.3 billion in 2019.
"Beach is something we've always talked about adding to The Upside's offering, and designing swim is something that feels very natural to me and the brand," Meares said.
"We've been developing the beach collection for over 12 months now, and I'm excited to be launching in time for the Australian summer."
New season pieces include the leopard print swim collection with classic bandeau and triangle tops, tie bottoms and high rise, high cut bikini briefs.
Leopard print continues into silk cotton separates, wide leg palazzo pants and a matching short robe wrap.
Leisurewear pieces include French rib T-bar maxi dresses, kaftans and kimono wrap dresses in natural materials such as cotton and linen.
The collection is priced from $99 for bikini bottoms to $899 for a luxe lurex dress.
This season also sees the brand's first foray into cashmere, introducing knits in a crew cut style.
It comes as the brand hits three stand-alone stores in Sydney, as well as international stockists such as Net-A-Porter, Selfridges, Nordstrom, Lane Crawford, Harrods and Matches Fashion.