It’s still early, and we’re not quite ready to open the doors. Outside, girls are already sitting around the tables with iced coffees, talking to people they just met in line. Inside, we’re carrying in boxes and putting the last few things in place when we hear someone ask, “Wait, what’s your Instagram?”
A few minutes later, they’re still talking and laughing together.
It’s something we’ve started to notice at our pop-ups. People come to shop Sienna Swim, but sometimes the best part of the day starts before they ever walk through the door.
Bringing Sienna Swim Offline
Most of the time, we get to know you through a screen. We see your orders come through, read your DMs, answer your questions, and love seeing where you take Sienna Swim through the photos you share with us. Then we host a pop-up and suddenly we get to meet the person on the other side.
Sienna and our team are there helping you find the right suit, talking about what you already own and love, and hearing firsthand what you want us to make next. We meet customers who have been shopping with us since our first collection and others who are trying on Sienna Swim for the very first time.
You get to know us a little better, too. There’s something really special about that exchange, and it’s a big part of why we keep finding reasons to bring Sienna Swim offline.
Beyond the Swimsuits
The more events we host, the more we see them take on a life of their own.
Friends bring friends. Someone recognizes a girl she met at our last event. Two people start talking while they wait to try something on and exchange Instagrams before they leave. Familiar faces start showing up again.
Those are the things we couldn’t have planned when we started doing pop-ups, but they’ve changed the way we think about Sienna Swim. We want shopping with us to feel personal, of course, but we also want to create more reasons for the people who have found us to stay connected.
It’s part of what led us to create Reserved, giving our community more ways to stay connected through rewards, early access, and special experiences. And more recently, it inspired us to try something completely new: Summer House.
Where It All Came Together
For our first Summer House, we invited aspiring models, photographers, creators, and members of our community to spend an afternoon with us. We opened the Summer House Closet so everyone could borrow Sienna Swim, set up spaces around the house to shoot and create, turned on the music, and left plenty of room for the afternoon to unfold on its own.
It didn’t take long.
Girls started helping each other choose suits and pulling one another into photos. Photographers connected with creators they hadn’t worked with before. Instagram handles were exchanged around the pool, and by the end of the afternoon, a group chat had been created and people were already making plans to get together again.
Of course, we loved seeing everyone create in Sienna Swim. But watching people find each other was probably our favorite part of the day.
That was the idea behind Summer House from the beginning. We could invite everyone, fill the closet, and create the setting, but we couldn’t manufacture what happened once everyone arrived. The people who showed up did that.
It made us want to do more of it.
So, this won’t be the last Summer House. If you’d like to join us for a future session, add your name to our interest list and we’ll make sure you hear about what’s coming next.
The Next Place We’ll Meet
On September 5, we’re bringing Sienna Swim to Malibu Farm San Diego for our biggest pop-up yet—and another chance to spend the day together. We’ll have new and archival Sienna Swim, music, drinks, giveaways from some of our favorite brands, bikini charms with purchase, and a few surprises we’re saving for the day.
If you’ve been to one of our events before, we’d love to see you again. And if you’ve only ever known Sienna Swim online, come meet us in person. Shop for a new suit, say hi to Sienna and the team, bring your friends, and plan to stay for a while.
Maybe you’ll leave with a new favorite swimsuit. Maybe you’ll leave knowing someone you didn’t when you arrived.
Either way, we hope we’ll see you there.
With love,
The Sienna Swim Team
