Fashion icon, supermodel and businesswoman Elsa Hosk debuts her latest swimwear collaboration with NA-KD, drawing inspiration from the sun-soaked beach scene of the 1970s French Riviera.
A sun-soaked ode to the Mediterranean, filtered through Elsa Hosk’s effortlessly cool aesthetic: Swedish fashion label NA-KD partners with the supermodel and entrepreneur for a swimwear collection that blends vintage Riviera charm with a modern twist. Infused with ’70s nostalgia and breezy coastal elegance, the line officially launched on May 29, just in time to inspire your summer wardrobe.
The Collection – a Love Letter to the ’70s French Riviera
“I really wanted to capture the essence of summer: freedom, fun, a little bit of nostalgia,” tells Elsa Hosk, while describing the collection. “Swimwear is such an opportunity to go out of your comfort zone a bit and try something different. It’s one of those moments where you can really go bold with colour, texture, or detail without it being too much,” she says.
Created for endless days under the sun, the collection plays with contrasts — it’s both tailored and relaxed, striking yet easy to wear, vintage-inspired yet refreshingly current. Moreover, Hosk reveals that a major inspiration behind the line is the timeless charm of the South of France. “Everyone on the beach there is so effortlessly fabulous,” she says, while reflecting on memories of her time spent in the region. “There’s a beach culture that feels very free – like women walking around without tops – it’s sexy and liberating. That sense of freedom is something I really wanted to capture.”
Focusing more closely on her creative vision, Hosk draws inspiration specifically from the South of France in the 1970s. She envisions bold color palettes, oversized sunglasses, women wearing headscarves and gold jewelry, all dancing barefoot in the sand. This vibrant aesthetic deeply influences the collection. Featuring earthy neutrals, sunbeam yellows, lush greens, and touches of high-shine metallic, the pieces craft styles not only for the beach but for every sun-drenched moment in between.
From Arlés with Style – Hosk Crafts a Sun-Kissed, Retro-Inspired Campaign
With such a clear creative vision, it makes perfect sense that Hosk and the team travel to Arlés to shoot the campaign, where she takes an active role in styling every look. The pieces are paired with stacked jewelry, silky scarves, and even heels worn alongside swimwear, creating a playful yet stylish vibe rooted in nostalgic glamour that perfectly complements the collection. Channeling the essence of a high-fashion editorial, the campaign’s imagery emerges as a sun-drenched ode to summer, all seen through Hosk’s uniquely Scandinavian perspective.
True to her style, Hosk immerses herself in every stage of the creative process, collaborating closely with the NA-KD design team to make sure the collection feels both deeply personal and universally inspiring. She describes the moment when everything comes together—the colors, silhouettes, and mood she envisioned finally translate perfectly into reality. Surrounded by a dedicated team on set in Arlés, she feels a strong sense of authenticity and connection, knowing the collection truly reflects who she is.
“There’s something about great swimwear that makes you feel completely in your body, in the best, most empowered way. I wanted these pieces to hold that kind of energy. Free-spirited, sun-kissed, and ready for anything.” – Elsa Hosk
Throughout the design process, Hosk keeps how people will feel in the swimwear at the forefront of her mind. She aims to create pieces that make wearers feel fabulous—confident, beautiful, and a little daring—evoking the sensation of being on a dream holiday, even if it’s just in their own backyard. Ultimately, for her, the collection is about more than just style; it’s about capturing a feeling and experience.
– You can shop for Elsa Hosk’s new swimwear collection for NA-KD here –