The British Seaside Style: Vintage Fashion for the Great British Holiday
- Emma (My Vintage)
- Jul 13
- 10 min read
Hello, lovely readers! As you probably already know, I am someone who lives and breathes vintage fashion and there’s nothing quite like the charm of the British seaside to inspire a deep dive into the swimwear, resort wear, and casual styles that have defined our coastal towns for over a century. Whether you’re a vintage enthusiast, a collector with an eye for history, or simply someone dreaming of a retro holiday by the sea, this blog post is for you. So, grab a cuppa, imagine the sound of waves crashing on the shore, and let’s stroll down memory lane together in true British style. The British seaside holiday holds a special place in our collective heart. From the pebbled beaches of Brighton to the golden sands of Blackpool, these coastal escapes have been a rite of passage for generations. But beyond the fish and chips, donkey rides, and sticks of rock, there’s a sartorial story that’s just as captivating. Seaside fashion—encompassing swimwear, breezy resort wear, and laid-back casual looks—has evolved dramatically over the decades, reflecting not just changing tastes but also the social, cultural, and technological shifts of each era.
A Victorian Dip: Modesty Meets the Sea
Picture this: it’s the late 19th century, and the British seaside is buzzing with excitement as the railway network makes coastal towns accessible to the masses. Families flock to places like Scarborough and Margate for a breath of fresh sea air, believed to cure all manner of ailments. But stepping onto the beach in those days was no casual affair—especially when it came to fashion. Victorian swimwear was all about modesty, with women donning full-body bathing costumes that left little to the imagination in terms of coverage. These were often crafted from heavy wool or flannel, materials chosen not for comfort (can you imagine the itch?) but for their ability to conceal the body even when wet. The designs featured long sleeves, high necklines, and skirts that reached the knees or lower, often paired with stockings and bathing caps to ensure not a hint of impropriety. Men, too, were bound by strict codes of decency, wearing long-sleeved, knee-length woollen suits that were more akin to pyjamas than anything we’d recognise as swimwear today. These early seaside outfits weren’t just about propriety; they were a symbol of the era’s rigid social structure, where even a day at the beach was governed by rules. Bathing machines—small wooden huts on wheels—were rolled into the sea to allow bathers to change and enter the water unseen, preserving their dignity at all costs. As I sift through vintage archives, I’m always struck by the sheer weight of these garments, both literal and metaphorical. Yet, there’s a certain romance to them, a reminder of a time when a trip to the seaside was an event, a grand escape from the soot and grime of industrial cities.
Edwardian Elegance: A Slight Loosening of Ties
As we move into the early 20th century, the Edwardian era brought a whisper of change to seaside fashion. The rigid Victorian silhouette began to soften, though modesty still reigned supreme. Women’s bathing costumes started to show a bit more ankle—scandalous for the time!—and the heavy wool was occasionally replaced with lighter serge fabrics, though still far from practical by today’s standards. Sleeves might be rolled up or shortened, and some daring souls even embraced bloomers beneath shorter skirts, allowing for a tad more freedom of movement. The colour palette remained muted, with navy, black, and dark reds dominating, often accented by white trim or simple stripes that hinted at a nautical theme—a nod to Britain’s maritime heritage. For men, the shift was subtler, with one-piece bathing suits becoming more streamlined, though still covering most of the body. The seaside holiday itself was becoming more democratic, with the working classes joining the middle and upper echelons thanks to bank holidays and cheaper rail fares. Resorts like Brighton and Southend-on-Sea thrived, their piers and promenades bustling with parasols and straw hats. Edwardian seaside style wasn’t just about swimwear; it was about the full ensemble. Women strolled the boardwalk in elegant day dresses with cinched waists and wide-brimmed hats, while men sported linen suits and boater hats, creating a picture of refined leisure. I often imagine myself in one of those flowing dresses, twirling a parasol as I take in the salty air—what a dream!
The Roaring Twenties: A Leap Towards Liberation
Fast forward to the 1920s, and oh, what a transformation! The post-war era ushered in a sense of freedom and rebellion, and seaside fashion was no exception. Women’s swimwear took a daring turn with the introduction of shorter, one-piece costumes that revealed arms and legs—shocking yet exhilarating for the flapper generation. Fabrics became lighter, with cotton and early forms of knitted wool allowing for more movement, though still prone to sagging when wet. The iconic cloche hat often accompanied these looks, paired with bold red lipstick for a touch of glamour even on the beach. Men’s swimwear also evolved, with tank-top styles and shorter trunks gaining popularity, often in bold stripes or solid colours. The 1920s seaside holiday was a celebration of newfound freedoms, with jazz music drifting from pavilions and dance halls in towns like Blackpool. Casual resort wear started to emerge as a distinct category, with women embracing loose-fitting blouses and wide-leg trousers for strolls along the pier, while men opted for lightweight shirts and knickerbockers. Prints began to play a role too, with polka dots and simple geometric patterns adding a playful touch to beachside wardrobes. As I’ve studied garments from this era, I’m always struck by the sense of optimism they carry—a reflection of a society ready to embrace life after the hardships of war.
The Thirties and Forties: Glamour Amidst Challenges
The 1930s brought a golden age of British seaside holidays, with resorts reaching the height of their popularity. Swimwear became even more form-fitting, thanks to innovations in fabric technology like Lastex, a rubberised yarn that added elasticity to wool and cotton blends. Women’s bathing suits now hugged the figure, with halter necks and lower-cut backs offering a touch of Hollywood glamour—think Ginger Rogers posing by the sea. Men’s trunks grew shorter still, often with built-in belts for a polished look, reflecting the era’s obsession with athleticism. But it wasn’t just swimwear that defined the decade; resort wear blossomed into a category of its own. Women donned wide-leg culottes and breezy sundresses in cheerful floral prints, perfect for a day of sandcastle building or an evening at the ballroom. Men embraced lightweight blazers and open-collared shirts, often paired with wide-brimmed hats for a dash of sophistication. The outbreak of World War II in 1939, however, cast a shadow over this golden era. Seaside towns were repurposed for military use, with beaches barricaded by barbed wire and holidays put on hold. Fashion took a practical turn, with rationing limiting fabric choices and many repurposing old garments into makeshift beachwear. Yet, the spirit of the seaside endured, with families dreaming of the day they could return to the coast. Post-war, the late 1940s saw a slow revival of holiday culture. The introduction of the bikini in 1946 by French designer Louis Réard was a slow burn in Britain, where conservative attitudes meant one-piece swimsuits remained the norm for most. Still, the seeds of change were sown, and the yearning for brighter days was palpable in the pastel hues and playful prints that began to emerge. I’ve come across some stunning pieces from this period in my vintage hunts, and they always remind me of resilience—a nation rebuilding itself one holiday at a time.
The Fabulous Fifties: A Burst of Colour and Confidence
By the 1950s, the British seaside was back in full swing, and fashion reflected a newfound sense of optimism. Women’s swimwear embraced structure, with boned bodices and sweetheart necklines creating an hourglass silhouette that echoed the era’s fascination with feminine curves. Fabrics like nylon began to replace wool, offering durability and quicker drying times—finally, no more soggy swimsuits! Bold prints became a hallmark of the decade, with tropical florals, polka dots, and nautical stripes capturing the joyous spirit of a day at the shore. Men’s swimwear also took on a more modern edge, with shorter trunks in vibrant colours and patterns, often paired with casual polo shirts for lounging on the beach. Resort wear in the 1950s was all about effortless chic—think pedal pushers and capri pants for women, teamed with fitted blouses or halter tops, while men sported Hawaiian-style shirts and tailored shorts. Seaside holidays were now accessible to more families than ever, thanks to the rise of the motorcar and paid holidays for workers. Towns like Skegness and Great Yarmouth buzzed with holidaymakers, their promenades alive with the clatter of deckchairs and the jingle of ice cream vans. I can almost taste the nostalgia when I think of those days, and I adore finding pieces from this era that carry the vibrancy of a post-war Britain ready to play.
The Swinging Sixties: Bold and Beautiful
If the 1950s were about optimism, the 1960s were about revolution. Seaside fashion took a daring leap forward, with the bikini finally gaining traction among younger British women. Though still considered risqué by some, the two-piece became a symbol of liberation, often in eye-popping colours or psychedelic prints that screamed Swinging Sixties. One-piece swimsuits remained popular too, now cut with higher leg lines and lower necklines for a sleeker, more modern look. Synthetic fabrics like Lycra emerged, offering stretch and comfort that allowed for more adventurous designs. Men weren’t left behind, with swim trunks becoming even shorter and often adorned with mod-inspired patterns like checks or abstract designs. Resort wear in the 1960s was pure fun—women wore mini dresses and go-go boots for evenings out in coastal dance halls, while daytime looks included hot pants and cropped tops. Men embraced slim-fit trousers and turtlenecks, channelling the cool of icons like Steve McQueen. The British seaside holiday was now a cultural phenomenon, with mods and rockers descending on places like Brighton for bank holiday weekends, their fashion as much a statement as their music. I’ve always been captivated by the energy of this decade, and the garments I uncover from the Sixties never fail to bring a smile with their sheer audacity.
The Seventies and Beyond: Eclectic and Experimental
The 1970s brought an eclectic mix to seaside style, with swimwear ranging from bohemian crochet bikinis to sporty tankinis inspired by the fitness craze. Prints were louder than ever—think tropical motifs and tie-dye—while high-waisted bottoms offered a retro nod to earlier decades. Men’s swimwear veered towards the snug and short, with bold colours reflecting the decade’s love of excess. Resort wear embraced the hippie vibe, with women in flowing maxi dresses and men sporting flared trousers and open shirts, often accessorised with oversized sunglasses for that rockstar edge. As we moved into the 1980s and 1990s, seaside fashion became more globalised, influenced by American surf culture and European holiday trends. Neon colours, cut-out swimsuits, and branded logos dominated, though the British seaside retained its unique charm with deckchair stripes and Union Jack motifs popping up on everything from towels to trunks. The holiday itself evolved too, with package trips abroad competing with traditional coastal breaks, yet places like Cornwall and the Isle of Wight remained beloved for their quintessentially British appeal.
Materials and Prints: The Building Blocks of Seaside Style
One of the most fascinating aspects of vintage seaside fashion, for me, is the evolution of materials. From the heavy, impractical wool of the Victorian era to the game-changing synthetics of the mid-20th century, each fabric tells a story of innovation and adaptation. Wool and flannel gave way to cotton blends and serge in the early 1900s, offering a bit more breathability, while the introduction of Lastex in the 1930s and nylon in the 1950s revolutionised swimwear with their elasticity and durability. By the 1960s, Lycra was the fabric of choice, allowing for the sleek, body-hugging designs we associate with modern beachwear. These materials weren’t just functional; they shaped the aesthetic of each era, dictating how much skin could be shown and how much movement was possible. Then there are the prints, oh, the glorious prints! Seaside fashion has always been a canvas for playful patterns, reflecting the joy of a holiday by the sea. Nautical stripes have been a constant through the decades, a timeless nod to Britain’s maritime roots, while florals bloomed in the 1950s and 1970s, capturing the carefree spirit of summer. Polka dots danced across swimsuits in the 1920s and 1950s, offering a touch of whimsy, while the 1960s brought psychedelic swirls and abstract geometrics that mirrored the cultural upheavals of the time. As a vintage expert, I’m endlessly inspired by these patterns, each one a snapshot of its era’s mood and mindset.
The Great British Holiday: A Cultural Touchstone
The British seaside holiday isn’t just about fashion; it’s a cultural institution that’s woven into the fabric of our national identity. From the Victorian obsession with health-giving sea air to the post-war boom of family getaways, these trips have shaped how we see leisure. Each decade brought its own flavour—whether it was the elegance of Edwardian promenades, the exuberance of 1950s deckchair days, or the youthful rebellion of 1960s bank holiday clashes. Even today, despite the lure of foreign shores, there’s something uniquely comforting about a windy weekend in Whitby or a rainy day in Rhyl. The fashion of these holidays, from modest bathing costumes to daring bikinis, mirrors our evolving values, our desire for freedom, and our love of nostalgia. As someone who’s built a business around vintage clothing, I see these seaside styles as more than just garments—they’re stories, memories, and connections to the past. I’ve spent countless hours poring over faded photographs of holidaymakers, examining the cut of a swimsuit or the drape of a sundress, imagining the laughter and sunburnt noses that accompanied them. For collectors and enthusiasts, these pieces are treasures, each hem and stitch a link to a bygone era. And for those of you dreaming of bringing a touch of vintage seaside charm into your wardrobe, I hope this journey has sparked inspiration. Whether it’s the structured elegance of the 1950s or the bold rebellion of the 1960s, there’s a style for every soul who longs for the sea.
Wrapping Up by the Shore
As I write this, I can almost feel the sand between my toes and hear the squawk of seagulls overhead. The British seaside has given us so much—not just holidays, but a rich tapestry of fashion that tells the story of who we were and who we’ve become. From the heavy woollen costumes of the Victorians to the vibrant prints of the 1970s, each era’s style is a love letter to the coast, a celebration of escape and joy. I hope you’ve enjoyed this deep dive into vintage seaside fashion as much as I’ve enjoyed sharing it with you. Whether you’re hunting for a piece of history to add to your collection or simply dreaming of your next holiday, remember that the spirit of the British seaside is timeless—full of charm, resilience, and a dash of whimsy.
Until next time,
Emma x
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