The bubblegum label makes its swimwear debut.

If you consider yourself a Londoner, then 5th May 2016 is an important date: the big finale of an exhaustive campaign between one Sadiq Khan and one Ben Goldsmith, as the capital makes its voice heard and chooses a new Mayor of London.

Away from politics, tomorrow claims a chief calendar position for Lazy Oaf fans too, with the bubblegum fashion label releasing its debut swimwear foray with a giggle, discount and ice lolly at its Ganton Street flagship (likewise online for those without a voting card).

Previewed above, the capsule line marries the label’s tried and tested cute meets comical formula with a series of frill topped silhouettes in pool welcome fabrics, shot here by Mexican photographer Cecy Young (because 22,000 Instagram users can’t be wrong huh?).


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