IT'S NOW COOL

Shoots

V A C A Y T I M E

All the way from London, the stunning Emily Deytaysage joined us at Bronte Beach to shoot all new styles from INC Swim, Kenni & Kai, Peony Swim and more...

B I L L A B O N G X I T S N O W C O O L

Our second collaboration with the iconic Billabong is now here! With our last collection shot in Hawaii - this year we brought it back home to where It's Now Cool was born, in Western Australia! Check it out now featuring Aussie babe Elyse Taylor!

S U N B A K E D

Sandy, salty and sunbaked... Summer gives us those long hot days! We enjoyed one spent with beach babe Kristina Mendonca!

D O M I N I Q U E

It was all smiles down on Bondi Beach with babe Dominique Elissa.

I S L A N D G E T A W A Y

The latest INC Swim campaign shoot featuring the stunning Miquela Vos shot on the beautiful Rottnest Island campaign in Western Australia is definitely one to check out!

S U M M E R S U N D A Z E

Steph Claire Smith turns it on down at Tamarama Beach on a hot Sunday in late Summer!

N E O N B R I G H T S

Featuring all new Solid & Striped, Zulu and Zephyr, INC Swim and more we spent a day in Sydney shooting super babe Cami Opp.

E L L A

Take me back to the 90's! Our retro inspired campaign with IMG model, Ella Bales is an ode to the generation of the high cut, low cut 90's swim styles of Summer!

T A N Y A

One hot afternoon in Malibu we caught up with major babe Tanya Mityushina and shot some Fella, INC Swim, Bec & Bridge and more...

O L I V I A

Malibu Baby!!! Sun days, salty air and beautiful beaches! Olivia Brower spent the afternoon with us taking some snaps in your favourite Summer styles!

DANIELLE

We took a trip to the Hamptons to shoot mega babe Danielle Herrington in the New York Summer sun...

BILLABONG X ITS NOW COOL

90s vibes, bronzed skin and high cut swim are what you can expect from our collaboration with Billabong shot in Hawaii with beach babe Maya Stepper!