Swimwear and vacation fashion giant Cupshe has ushered in the new year with a major brand refresh, headlined by the launch of its highly anticipated 'Island Time' collection. The line is a collaboration with popular social media personality and model, Lexi Rivera, and signifies the start of the 2026 swim season.
A New Era for the Brand
This launch represents a significant step in Cupshe's refreshed brand strategy, which notably includes the debut of a new company logo. The 35-piece 'Island Time' collection is designed to capture the essence of effortless, sun-drenched island living, aiming to embody the spirit of carefree holiday moments.
'I love swimwear so when Cupshe pitched this collection idea, it immediately caught my eye,' 24-year-old Rivera told the Daily Mail. She explained that after discussions on the partnership's structure, product direction, and the use of new quality materials, the collaboration naturally came together.
Shooting for an Adventurous Spirit in Hawaii
The campaign was shot on location in Hawaii, featuring backdrops from Kaʻaʻawa Beach and nearby beach-town streets to highlight the line's adventurous character. Rivera expressed her excitement about the Hawaiian setting, noting the natural synergy with the collection's island vibe.
'The collection has a natural beach/island vibe so I was excited to showcase some of the pieces in beautiful Hawaii,' she said. 'It definitely helped me and the Cupshe crew come together to make the idea come full circle.'
Confidence, Style, and a Youthful Perspective
Rivera also opened up about maintaining self-confidence, a key theme for the brand. 'I try to remember that there will always be days like this and it is how you move forward after realizing you don't feel confident or your best internally,' the model shared.
When asked for her favourite look from the range, she didn't hesitate: 'I like the leopard print. It's perfect when you are looking for something fun and different.' She hopes customers feel a sense of pride and excitement when wearing pieces from the collection.
Iris Yen, Chief Marketing Officer at Cupshe, stated that choosing Rivera as a partner felt natural for the brand's new chapter. 'She's one of the OG TikTokers with a community that's young, loyal, and always looking to her for what's next,' Yen said. 'We're also introducing new silhouettes, which makes this collaboration feel exciting, fun, and totally different for us.'
The 35-piece collection includes:
- 23 bikinis and one-piece swimsuits
- 12 swim cover-ups and vacation dresses
It is designed for easy transition from beach to street and is available in sizes from XXS to XL, with prices ranging from $26 to $47. The entire 'Island Time' collection is available for purchase exclusively on Cupshe.com.
