{"id":30255,"date":"2026-06-05T03:58:38","date_gmt":"2026-06-05T03:58:38","guid":{"rendered":"https:\/\/hunthow.com\/?p=30255"},"modified":"2026-06-05T03:58:38","modified_gmt":"2026-06-05T03:58:38","slug":"how-swimwear-brand-hunza-g-is-selling-summer-in-the-city","status":"publish","type":"post","link":"https:\/\/hunthow.com\/?p=30255","title":{"rendered":"How Swimwear Brand Hunza G Is Selling Summer in the City"},"content":{"rendered":"


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Hunza G is gearing up for a summer in the city.<\/p>\n

The \u201980s swimwear brand, relaunched by founder and creative director Georgiana Huddart in 2015, has long established itself through It-figures and summertime hotspots that ooze cultural cool. Founded in 1984, the original Hunza was spotted on Julia Roberts in Pretty Woman<\/em>, as well as Whitney Houston in her \u201cI Wanna Dance with Somebody\u201d video, fast becoming ubiquitous across beaches in Ibiza and the South of France alike. Since 2015, it\u2019s made a similar splash on the likes of Rihanna and Dua Lipa. Now, Huddart is looking to grow the brand beyond its signature Original Crinkle line, while maintaining its cult aesthetic and feel.<\/p>\n

To get the ball rolling, she is setting up shop in London\u2019s Marylebone for a two-month pop-up from Saturday, June 6.<\/p>\n

The opening comes hot on the heels of Hunza G\u2019s buzzy Burberry collaboration<\/a>. The Tyler bikini \u2014 currently sold out in certain colors and featuring the heritage brand\u2019s signature check \u2014\u00a0will be available IRL exclusively in Marylebone. \u201cI think for customers, it felt unexpected when it came out, but also made total sense,\u201d Huddart says of the collaboration. She\u2019s confident that, once the hype dies down, it\u2019s a bikini that will stand the test of time.<\/p>\n

She shares this belief across the rest of Hunza G\u2019s product range, which she is now endeavoring to grow. The brand is best known for its Original Crinkle swimwear, which uses the Hunza G ultra-stretch tubular fabric that\u2019s specially produced on a circular knitting machine and enticed Huddart to revive the label in the first place. Current bestsellers include the square neck one piece ($255) and Jean and Patricia bikinis ($255 and $270, respectively).<\/p>\n

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The pop-up opens this weekend.<\/p>\n

<\/span>Photo: Courtesy of Hunza G<\/span><\/div>\n<\/figure>\n

The Marleybone pop-up marks the brand\u2019s third in the British capital. Previously, Hunza G popped up on Covent Garden\u2019s Monmouth Street, which was greeted by flocks of happy shoppers. \u201cIt was really us testing what the demand would be for a city store,\u201d Huddart says. \u201cI don\u2019t think you ever know until you try \u2014 and it really surprised us. Not that it did well, but how well it did.\u201d This time around, the pop-up is less about testing the waters and more about building out the Hunza G world. Still, the challenge lies again in attracting an audience that would usually purchase their swimwear from beachside boutiques and department store swim sections.<\/p>\n<\/div>\n


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Hunza G is gearing up for a summer in the city. The \u201980s swimwear brand, relaunched by founder and creative director Georgiana Huddart in 2015, has long established itself through It-figures and summertime hotspots that ooze cultural cool. Founded in…<\/p>\n","protected":false},"author":1,"featured_media":30256,"comment_status":"","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[125],"tags":[],"class_list":["post-30255","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fashion"],"_links":{"self":[{"href":"https:\/\/hunthow.com\/index.php?rest_route=\/wp\/v2\/posts\/30255","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/hunthow.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/hunthow.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/hunthow.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/hunthow.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=30255"}],"version-history":[{"count":0,"href":"https:\/\/hunthow.com\/index.php?rest_route=\/wp\/v2\/posts\/30255\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/hunthow.com\/index.php?rest_route=\/wp\/v2\/media\/30256"}],"wp:attachment":[{"href":"https:\/\/hunthow.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=30255"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hunthow.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=30255"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hunthow.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=30255"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}