BESSON: THE LUXURY SWIMWEAR BRAND BORN OUT OF LOCKDOWN AND BUILT ON MEANINGFUL IMPACT
By: Zibah Olabode
We all have a pandemic story and for many of us it changed a lot of unexpected things, some good and some bad. For Gina Besson, a Barcelona-born and-raised woman, she began to reflect a lot on her admiration for elegant, artistic, bold and high-quality fashion brands. While stranded in Canada at the time, she was inspired to create a luxury swimwear line, BESSON with a ‘now or never’ mindset to fulfill her lifelong passion.
Besson considers herself fortunate to have been born near the Mediterranean and raised by parents who taught her to appreciate things and consume moderately. She admits to feeling a strong desire to create a brand that adds value to the world.
“I started visualizing a fashion start-up grounded in sustainability, integrity, sophistication, and the less-is-more philosophy.”
This vision is evident in her design process. She uses stretchy, breathable, hyper-resistant materials with excellent coverage; they are chlorine-resistant, durable and these fabrics ensure longevity and value. Half of their materials are crafted from recycled fibers, aligning with our commitment to sustainability.
The craftsmanship is masterful; each of the swimsuits is fully lined and meticulously hand-finished by a local Toronto atelier. Advanced digital software helps maximize fabric usage and minimize cutting waste, reducing their environmental footprint.
BESSON creates limited collections, to ensure that the brand minimizes overproduction, conserves resources, and delivers true exclusivity. It was really important to demonstrate commitment to ethical practices. The production process adheres to Canadian labour standards, supporting fair practices while reducing shipping logistics and environmental impact.
Swimwear designs are heavily focused on versatility; this ensures that BESSON pieces transition effortlessly between work, events, leisure, and relaxation—suiting any moment, anytime. Eschewing trendy prints and flashy logos, the brand favours timeless and classic patterns designed to pair seamlessly and remain stylish across seasons.
The fact that BESSON swimsuits and bodysuits are investment-worthy garments, ensures they remain eco-friendly and focused on expanding the concept of bleisure - where business meets leisure. Each piece is versatile, elegant and thoughtfully designed for all moments, equally at home in a business meeting or by the ocean.
Besson says that she designs for strong, intelligent women who understand and value elegance, innovation and versatility. For this reason, she remains true to careful and mindful production.
The luxury swimwear designer thinks that we live in a world full of trashy fast-fashion labels and so-called ‘luxury’ brands that hurt the environment, abuse labour, and harm animals. Bisson’s mission is to create stylish, purposeful pieces that effortlessly and intelligently enhance women’s lives whilst educating, inspiring, and influencing.
“I see BESSON as a space where ambition meets intention, a platform to help people recognize the importance of mindful purchasing decisions. Wearing the same piece again and again isn’t just practical—it’s intelligent and classy.”
Besson believes that it is important for people to start learning about the brands they buy from, the same way people learn about their food sources and ingredients, she believes they should learn about who makes their clothes, what the quality is, what the clothing brand stands for and what the price is.
In today’s world, where information is so readily available, especially for Millennials and Gen Z, it is hard to excuse consumers for contributing to the toxic cycle of harmful fashion. Sustainable fashion isn’t just a choice; it is the future.
For BESSON, sustainability means intelligence, common sense, self-awareness, self-reflection, empathy, maturity and confidence. Their creations embody a perfect balance of design, functionality, and ethical production.
The brand is more than fashion; it’s a lifestyle rooted in quality, mindfulness, and authenticity. They aim to provide not just beautiful clothing but also advice, insights, travel tips and outfit ideas to a community of women who prioritize meaningful choices. They don’t prioritize trends, just authentic, thoughtful living. BESSON is building an ecosystem where bold, sophisticated women come to feel inspired, connect, and express themselves effortlessly.
Besson admits that building and growing a sustainable brand is undeniably challenging; the cost of manufacturing, ethical labor and sourcing high-quality materials is significantly higher. However, despite the growing conversation about sustainability in the fashion industry, many consumers still lack a true understanding of its meaning and practices. Social media, with its promotion of fleeting, harmful trends, doesn’t help either.
“These obstacles remind me why I started. Real change takes time, and I aspire to build a community of high-quality, thoughtful individuals who embody both elegance and substance. My guiding objective is to prove that beauty and integrity can and must coexist in everything we create and wear.”
The brand is currently involved in several sustainability initiatives, including Chilli, the world’s first climate activism app, an efficient platform that allows you to join causes, send emails, sign initiative and connect with like-minded individuals to make an impact. They also donate to the Soy Dog Foundation, a non-profit committed to rescuing and rehoming thousands of stray dogs and cats across Asia.
BESSON inspires mindful consumption through social campaigns, website content, storytelling, sharing insightful data and sustainable resources. In addition, their small-batch production model focuses on quality craftsmanship, and timeless design, encouraging their customers to see sustainability as not just an option but a standard of modern elegance. “Although we haven’t received awards yet, our dedication to quality and sustainability is already earning recognition from our discerning customers,” says Besson.
By showcasing how sustainable practices result in thoughtfully made, enduring pieces, the brand is intentional about helping to redefine luxury and inspire consumers to prioritize quality over quantity in their own choices. Besson believes that sustainability is here to stay.
“I believe in the power of independent designers and emerging labels. They are bringing a fresh perspective, offering thoughtful products with genuine values and fair pricing. It’s not about settling for disposable fashion or sticking to the same old luxury giants. There’s room for a smarter, more intentional approach”.
BESSON stands as a shining example of how fashion can intersect with responsibility and innovation. By championing sustainability, ethical practices and timeless design, BESSON not only creates swimwear that looks good but also does good for the planet. As more consumers seek brands that align with their values, BESSON paves the way for a future where style and sustainability go hand in hand—proving that every choice we make, no matter how small, can ripple out to make a meaningful impact.