Winter has a way of making us long for tropical getaways. But what if feeling incredible in your swimwear didn’t require an exotic escape? Enter Knix’s latest swim collection, launched alongside the Swim So Good You Forget Where You Are campaign—a celebration of confidence, comfort, and the kind of swimwear that makes you feel effortlessly at home in your own skin.

Knix, the game-changing brand that revolutionized intimate apparel with its leakproof and ultra-comfortable designs, has always been about inclusivity and empowerment. Founded by Joanna Griffiths, Knix disrupted the industry by putting real people—of all shapes, sizes, and life stages—at the center of its brand. That same ethos drives its approach to swimwear, moving beyond the idea of the “perfect beach body” and focusing instead on how you feel in the moment.

The new collection isn’t just about sleek silhouettes and high-performance fabrics (though it delivers on both fronts). It’s about breaking free from outdated swimwear norms. The campaign captures blissful, carefree moments—but with an unexpected twist. As the camera pulls back, we see that these confident, radiant figures aren’t in some picture-perfect paradise. They’re wherever they choose to be.

Explore their latest campaign below.