I've always found it difficult to explain the meaning of SELFISH in just a few sentences. Because SELFISH isn't simply a swimwear brand. It's a reflection, a statement, and an invitation to question ideas we've absorbed without even realizing it.

For many people, the word selfish immediately carries a negative meaning: selfishness, individualism, putting yourself before others.

For me, it means the exact opposite.

It represents a woman's fundamental right to exist for herself.

An Industry Built on Insecurity

When I founded SELFISH, I already knew that I wanted to use my work as a designer to create something that could have a positive impact on women's lives.

For decades, the fashion and swimwear industries sold a very specific image of femininity: young, thin, white, flawless, almost unreal.

Of course, things are changing. Thankfully.

But even today, we continue to receive the same messages in different forms:

• Be beautiful, but not too much.
• Be attractive, but stay discreet.
• Be a mother, but never show the changes your body has gone through.
• Age gracefully, but never appear to age.

These contradictions create fertile ground for insecurity. And when women doubt themselves, entire industries prosper.

Swimwear is probably one of the garments that exposes this reality most clearly. Little pieces of fabric leave us as vulnerable to the gaze of others, and to our own.

The Invisible Woman After 30

During my research phase that preceded the launch of SELFISH, one question kept resurfacing:

What happens to a woman once she has fulfilled the roles society values most?

She's often told that her greatest achievement will be her family, her motherhood, her devotion to others.

But once these goals are achieved, something troubling happens: she gradually becomes invisible.

As though her value has been transferred elsewhere.

As though her personal story has come to an end.

This reflection deeply influenced my vision for the brand.

Because a woman does not stop existing when she becomes a mother.

She does not stop being desirable because she grows older.

She does not stop having dreams, ambitions, needs, and an identity of her own.

An Observation From Real Life

Whenever someone, whether a woman or a man, asks me why I chose the name SELFISH, I like to turn the question back to them and hear what the word means in their mind.

After eight years in business, a physical boutique, and countless events, I've had the opportunity to collect a lot of answers. And the pattern speaks for itself.

The vast majority of women instinctively interpret the name as:

• taking care of yourself;
• giving yourself love;
• choosing yourself;
• respecting yourself.

By contrast, many men immediately associate the word with its negative meaning: selfishness, a moral flaw, something to avoid.

I've always found this contrast fascinating.

Because it reveals how deeply we've collectively internalized the idea that a woman should primarily be focused on others.

A woman who chooses herself is still, at times, perceived as selfish.

While a man who does the same is often seen as ambitious, independent, or confident.

I don't say this to pit genders against one another. I'm simply observing a cultural reality that profoundly influences the way we relate to ourselves.

Reclaiming Your Own Gaze

The mission of SELFISH has never been to tell you what to wear.

Our mission is to support you in feeling beautiful, free, and fully yourself.

We believe clothing should adapt to women.

Never the other way around.

That's why we create swimwear designed to celebrate different body types, different ages, and different lifestyles.

Because there is no single way to be a woman.

But there is another important truth:

No swimsuit, no matter how beautifully designed, can single-handedly repair a difficult relationship with your body.

Real change begins from within.

The day we learn to look at ourselves with more kindness, more respect, and more love, our entire lives can change: our relationships, our choices, our careers, our confidence, and even our happiness.

When a woman recognizes her own worth, her beauty extends far beyond her physical appearance.

And that's exactly what SELFISH seeks to celebrate.

SELFISH Also Means SEL + FISH

Since we're talking about the name SELFISH, here's a small detail many people don't notice at first glance.

The name was also designed as a nod to the world that inspires every one of our collections.

SELFISH is also the meeting of "sel" (salt in french) and "fish."

A subtle reference to water, the ocean, freedom, and everything that has fueled our creative imagination since day one.

Because sometimes, the most beautiful stories are hidden in details.

Naomie