Swimwear Shopping in Japan: A Foreign Women’s Guide

Shopping for a new swimsuit is probably one of the most universally dreaded activities for women of all ages, shapes and sizes.

In a country where most brands seem to only sell swimwear in one size (or two, if you’re lucky) and where the styles are bafflingly extremely padded and offer zero support, we have our work cut out for us in Japan. But don’t give up hope just yet! If you know where to look, there are some pretty cute and practical options to be found here.

From sporty to girly silhouettes, we’ve rounded up our top picks for where to buy swimsuits in Japan this summer. Happy shopping!

Japanese Swimwear Brands

Peak&Pine

© Photo by Peak&Pine

Peak&Pine is a Japanese swimwear brand and store that sells swimsuits all year round. They offer eye-catching, feminine swimsuit designs from florals to ribbons. Unfortunately, their limited sizing in-store might make it hard to find a suit as they only carry two sizes. However, their online shop has a search bar for bigger sizes up to XL. And although designs are limited, they even have a special section just for G-cups.

Aside from swimwear, they also have a small collection of beach coverups to help you complete the look. Prices start from ¥8,000 to ¥32,000.

San-ai Resort

© Photo by San-ai Resort

San-ai Resort sells an assortment of trending swimwear styles in Japan. They often collaborate with local designers for their swimsuit collections to produce both swimwear and resort wear. San-ai Resort’s swimsuit designs are colorful and use a generous amount of prints.

Similar to other local brands, their in-store selection more often offers only a limited sizing range, so it would be best to check out their online site for bigger sizes up to XL. Their prices range from ¥7,000 to ¥26,000.

room306 Contemporary

© Photo by room306 CONTEMPORARY

room306 Contemporary offers a stylish swimwear line that’s available year-round both online and at its Aoyama flagship store. While the size range is nonexistent as most items come in the dreaded “free” size, which typically only fits S–M, the designs do stand out with sophisticated silhouettes and unique fabrics like velour.

Bikini tops and bottoms usually start around ¥5,000, if sold separately, with one-pieces priced from about ¥11,000.

Zozotown

© Photo by Zozotown

One trick to seeing the most popular Japanese swimwear brands in one place is to check out e-commerce websites like Zozotown. Even if there are no English translations, navigating is quite simple. With a few clicks, you can sort your swimsuit preferences down to size, design and pricing. You can also have your swimsuit delivered right to your doorstep. This might be the solution if you don’t feel like going out in the heat until your big beach trip.

If you want to use an e-commerce fashion platform only available in Japanese to look for swimwear, try typing these terms into the website’s search bar:

• 水着 (mizugi; “swimwear”)
• スイムウェア (suimuwea; “swimwear”)
• ビキニ (bikini; “bikini”)
• タンキニ (tankini; “tankini”)
• ワンピース水着 (wanpīsu mizugi; “one-piece swimsuit”)
• ラッシュガード (rasshu gādo; “rash guard”)

Foreign Swimwear Brands

H&M

© Photo by H&M

For inexpensive, trending and youthful swimwear pieces, there’s always H&M. Not only are the pieces made for a broader range of body types, but you’ll also find an even assortment of colorful printed bikinis among more conservative designs.

Though the prices (starting from ¥599 to ¥5,999) are more affordable than many of the Japanese brands, these pieces might not last as long. H&M has stores all over Japan. Their online store also makes it easy to check which styles are still available. Items can be delivered to your doorstep without a hitch.

Aerie

© Photo by Aerie

American Eagle’s lingerie and swimwear brand got tons of positive press—and a sales boost—after launching its #aeriereal campaign. The brand announced it would no longer photoshop its models. It was a brilliant, media-savvy move that paid off. But it wouldn’t be enough without also offering great products.

Bikini tops and bottoms are sold separately. Many underwire styles come in bra sizes from A to D cups—great for extra support. There are also tops inspired by sports bras, with strappy backs that stay put during waves or downward dog. Prices range from about ¥3,000 to ¥5,000 per piece, and sales are frequent. Aerie can be found online.

Victoria’s Secret

© Photo by Victoria’s Secret

Aside from lingerie, Victoria’s Secret also offers a range of bold and trendy swimwear designs through its online store in Japan. The styles tend to lean toward eye-catching and curve-enhancing, and they often come in a wide variety of sizes and cuts.

If you’re after a swimsuit that’s fashionable and flirty, this might be where you end up buying it. While prices vary, most bikini tops start around ¥6,000.

Surf Brands

© Photo by iStock: JGalione

In recent years, the lines between athletic swimwear and fashion swimwear have become increasingly blurred, with many of the big surf brands now creating options for women that are high on both style and performance.

One of our favorites is Patagonia, which offers a range of styles—many of which are reversible—in bright colors and fun prints. Prices range from about ¥5,000 to ¥13,000 per piece, but this is quality that lasts. Another reliable women’s surf brand is Roxy, which carries a wide variety of swimwear (priced from about ¥6,000 to ¥14,000), rashguards and wetsuits. Ripcurl and Billabong are also worth checking out.

If you’re looking to buy these surf brands in person, check Muraski Sports, which is located in most major cities across Japan. It’s Japan’s largest surf shop franchise and regularly stocks swimwear by the brands mentioned above during the summer.

What are your favorite swimwear stores in Japan? Did we miss any? Let us know in the comments!