Intimate apparel retailer Honey Birdette has ventured into the swimwear space.
The retailer has released a capsule range of swim pieces, with briefs starting at $79.95 and sets peaking at $249.
Honey Birdette founder Eloise Monaghan said the range will disrupt the traditional swim market.
"I went shopping and I just couldn't find a swimsuit I liked," she said.
"I went into several retailers and they were charging $100 just for a swimming top and they were all terrible."
The range features black, red and tiger print garments embellished with gold hardware.
"This is about putting the sex back into swimwear. The prints out there at the moment - oh my God - what's with all the Fijian flowers? No-one's thinking about it," Monaghan said.
"No-one's putting detail into it, it's just churn and burn. Our range has those wet sexy looks that can control certain aspects of the body, and you can be confident in going from Bondi to a bar."
Details on the chlorine and salt water resistant microknit garments include gold eyelets and fox medallions.
"We wanted to do something that was fairly decadent with big custom-designed buckles. Something that feels like HB but was designed to be seen rather than just being a functional piece," Monaghan said.
"The high bikini line is huge at the moment, but we wanted some control with it as well so we've used some fairly structural fabrics."
Honey Birdette briefly released a swimwear range previously, with Monaghan confirming the new venture has been better planned.
"We didn't spend enough time on it last time, and it really takes 12 months to get the technical and the testing right," she said.
"We just went too quickly and I went too James Bond with it. There was too much neoprene, and it's a much lighter fabric palette these days."
She said the brand is keen to experiment with new product categories.
"One day, swimwear for us could even be a whole new store concept with water running down the changeroom walls behind glass. But at the moment, it fits quite well within Honey Birdette."
And as for the demographic the new range will cater to, Monaghan said it's fluid.
"I don't think you can ever put an age on HB. I always get 'who's your demographic?' but I don't actually believe in demographics anymore," she said.
"The Honey Birdette customer can be an 82-year-old woman or a 17-year-old, a gay man or a transsexual. Our customers are so varied."