The Rise and Fall (and rise?) of Triangl Swimwear
Mindset3 Minutes Read

The Rise and Fall (and rise?) of Triangl Swimwear

April 11, 2024 Share

Triangl: From a 2012 startup to a global swimwear phenomenon, driven by influencer marketing and social media strategy evolution.

In 2012, everyone knew they wanted a Triangl bikini, but nobody could tell you exactly why. It wasn’t on the cover of Vogue, nor plastered across billboards. The phenomenon was brewing in a new kind of fashion show, one we have now become closely familiar with; the endless scroll of Instagram. Tanned models, bathed in perfect beach light, sported the minimalist designs. The comments, of course, overflowed with heart-eye emojis. Everyone and their mothers wanted a Triangl bikini. 

The Genesis: A Gap in the Market

Image courtesy of Triangl
Image courtesy of Triangl

Erin Deering and Craig Ellis, lacking formal fashion design training, teamed up in 2012 to launch Triangl. Deering leveraged her e-commerce experience with Melbourne labels, while Ellis, a former professional footballer, brought his entrepreneurial spirit from running a t-shirt line and designing denim. A shared frustration with limited options – either luxury designer swimwear or budget-friendly surf brands – sparked their idea. To streamline operations and be closer to production, they bravely relocated to Hong Kong, bootstrapping the business with a modest loan from friends during a challenging time.

Harnessing the Power of Social Media

Triangl’s colorful neoprene bikinis weren’t just eye-catching, they were a stroke of genius. The material’s versatility and flattering fit resonated with a new generation of beachgoers. But it was their digital savvy that truly made waves (pun intended). Triangl pioneered a direct-to-consumer model and mastered the art of social media. They were among the first to gift swimsuits to influencers, creating a buzz that spread like wildfire. Landing their bikinis on the likes of Hailey Bieber, Bella Hadid, and ultimately the queen of social media, Kendall Jenner, was the ultimate power move, skyrocketing their visibility in the US market.

And the marketing worked.

At its peak, Triangl was selling over 2,000 bikinis a day, with sales soaring from $5 million in its first year to $60 million a few years later. The brand boasted 2.8 million followers on Instagram and was recognized as a swimwear sensation, selling around 45,000 bikinis a month.

Image courtesy of Triangl

The Kendall Jenner Phenomenon

In 2012, the Kardashians were the undisputed queens of social media (and arguably still are). Deering and Ellis knew a direct approach wouldn’t be feasible. But they could exploit a powerful force: FOMO (fear of missing out).

Instead of chasing a Kardashian endorsement, they strategically gifted Triangl bikinis to Kendall Jenner’s entire inner circle. It was a stroke of genius. Soon enough, Jenner herself reached out, eager to get her hands on a bikini. This organic endorsement, fueled by her immense influence and that of other celebrities, catapulted Triangl from a rising brand to a household name. It perfectly exemplified the power of genuine celebrity connections.

Setting New Industry Standards

The ripple effect of Triangl’s marketing strategy extended far beyond the brand itself, challenging the fashion industry at large to rethink its approach to promotion. The success of Triangl underscored the efficacy of influencer marketing and set new benchmarks for brand engagement and product quality. It was a testament to the idea that in the digital age, the traditional marketing playbook could be rewritten with creativity and authenticity.

Looking Ahead: The Future of Fashion Marketing

As Triangl’s narrative unfolds, it serves as a case study in the evolution of fashion marketing in the social media era. The strategies employed by Deering and Ellis have not only propelled their brand to success but have also offered valuable insights into the dynamics of digital consumer engagement. As social media landscapes evolve and new platforms emerge, the principles that guided Triangl’s journey remain relevant, offering a blueprint for emerging brands navigating the digital frontier.

Triangl Today

Image courtesy of Triangl

In 2024, Triangl seems to have rejuvenated its presence in the swimwear market with a fresh approach to its collections and marketing strategies. The brand launched its first drop of the year with an emphasis on cover-ups and swimwear inspired by the scenic beaches of Mallorca. This collection introduces an expanded range of crochet styles in new seasonal colorways, evolving from the brand’s bestselling crochet fabric.

Image courtesy of Triangl

Triangl launched the ‘Paradiso’ collection, which is comprised of all-new swimwear and its debut Ready-to-Wear crochet line. The collection features a range of bikinis, one-pieces, cover-ups, shorts, and skorts, showcasing new prints, silhouettes, and fabrics. Standout pieces include the “NOUR” short in Triangl’s new crochet fabric and Vera print, alongside the “ARLA” high-waisted bikini set and the “VINNI Ortigia” one-shoulder full-piece. Available in three core colorways, the new collection boasts hues of vibrant green, deep blue, and gradient turquoise, inspired by the mix of beach clubs and late afternoons into early mornings of Mykonos culture​.

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