Deepika Padukone and Sonam K Ahuja: Meet India’s top ‘swimfluencers’

If you have it, flaunt it’. Kim Kardashian West clearly lives by these words. She has never shied away from flaunting her curves in sheer outfits and while frolicking on the beach. By simply doing that, she has not only set temperatures soaring but has also driven up swimwear sales.

How Kim became the top ‘swimfluencer’

Kim is the ultimate bikini babe according to fashion search platform, Lyst. They have even named her the top ‘swimfluencer’ of 2018. The site continually tracks influencer metrics to see which international stars impact global search and sales figures. Lyst found that in the past year, Kim’s caused searching frenzies for various pieces she has worn. There was a hot pink bikini she wore while vacationing in April, after which searches for pink bikinis increased by 109 per cent. On the same trip, she wore a red piece by Chanel, with a logo on the bottom. When she posted images on Instagram, there were over 17,000 searches for bikinis by the brand over the next month.

Back in 2016, when the hot mama shared her infamous nude bathroom selfie, with a black bar across her chest, there was a 406 per cent increase in searches for ‘black bandeau’ bikini tops. Clearly, Kim has impressive figures on her side. So, can anyone back home beat Kim in the swimwear stakes? We asked Indian fashion designers for their take.  Deepika Padukone, Sonam K Ahuja and Priyanka Chopra emerged as favourites.

‘PC can give Kim competition’ 

Surily Goel says, “Priyanka Chopra scorched the screen in Dostana with her golden one-piece swimsuit, creating an iconic moment in pop culture. Apart from Priyanka, Zeenat Aman will always be remembered for her bold looks and Malaika Arora simply looks hot.” She adds that this year, one-pieces are back as opposed to monokinis and bikinis. “Layering with kaftans, shorts, sarongs is very in. In fact, now the emphasis is more on resort wear than swimwear that takes all of this into account including eyewear and footwear,” Surily states.

‘Sonam wears it well’

According to Nachiket Barve, “In the Indian context, we don’t have a beach culture and generally, swimsuits are worn either in the pool or while travelling abroad. Priyanka looked hot sporting a golden swimsuit in Dostana, Deepika sizzled on the cover of Vogue in a graphic cutout swimwear while Shikha Talsania made an impression in a one piece most recently onscreen (in Veere Di Wedding). There is a gap in terms of what we see onscreen and what the average woman chooses to wear at beaches.” He adds that though the Bond girl is an aspiration when it comes to picking a swimsuit, a majority still go for body aesthetics and modesty — what you wear varies when you are alone and when you are with the family. “That’s where Sonam K Ahuja wins. She would be my pick here as she sports swimwear in her Instagram posts and it’s not only about wearing it onscreen but making it part of our everyday lives. She layers it with pants and kaftans,” he points out.

Tips you can use

Nachiket suggests picking a swimwear according to one’s body type. “Graphics and cutouts are ideal if you want to show off your body. The high-cut bottoms of the ’80s are trending at the moment. If you are curvy, go for a ’50s look, a lower neckline and halter tops look nice, a swimsuit cut low on the hips will suit pear-shaped body types,” he advises. 

2018’s top five ‘swimfluencers’ 

Kim Kardashian West 

Ashley Graham 

Nicki Minaj

Bella Hadid

Emily Ratajkowski