Combating the Beige and Aesthetically Pleasing but Unsafe Pastel Trend

As an Aunty and a passionate advocate for water safety, I’ve always been deeply concerned about the colours and designs of children’s swimwear. When I looked at what was available on the market, I noticed a concerning trend: pastel, beige, and neutral-toned swimwear taking over the shelves. While these colours are undoubtedly cute and trendy, they’re also dangerously hard to spot in the water. So, I decided to take matters into my own hands and create a line of bright children's bathers that prioritise safety while still embracing fun and vibrant designs.

Here’s why I’ve made it my mission to shift the focus back to visibility and safety in children's swimwear.

The Rise of Pastels and Beige: Aesthetics Over Function

The world of fashion, including kids' clothing, has undergone a shift towards minimalism and neutral tones in recent years. Pastels, beige, and soft earthy shades have become the go-to aesthetic, often marketed as “classic,” “timeless,” and “stylish.” While these colours can look beautiful and calm on Instagram feeds and in photoshoots, they fall short when it comes to safety in real-world environments—especially around water.

Many pastel-coloured swimsuits blend into the natural surroundings, making it difficult for parents, lifeguards, or other swimmers to spot children in the water. Whether it’s a pool, beach, or lake, low-visibility colours like pale pink, light blue, and beige can be easily lost among the waves, sand, and pool tiles. This poses a serious risk, especially when children are in crowded places or swimming in murky water where it’s already harder to see. In these situations, bright neon swimwear becomes a game-changer.

Why Neon Colours Matter for Safety

Neon colours like fluorescent yellow, orange, pink, and green stand out like a beacon in the water. They increase visibility, making it far easier to spot children, even in a crowd or in low light conditions. Neon swimwear is especially crucial in situations where quick detection could mean the difference between safety and danger.

Drowning is a leading cause of accidental death in children, and many incidents happen in environments where visibility is compromised—crowded pools, busy beaches, or lakes with unclear water. As an Aunty of two water loving boys, I wanted to offer swimwear that could save lives—swimwear that not only looked fun and stylish but also served a real, practical purpose: enhancing water safety.

Making a Statement: A Business Built on Purpose

When I realised that there was a significant gap in the market for safety-first swimwear that didn’t sacrifice style, I decided to take action. I wanted to create a brand that celebrates vibrant, bold colours without compromising on safety. Neon children’s bathers are not only functional, but they also make a statement. They say, "I care about your safety," while still allowing kids to have fun with their swimwear.

I was tired of seeing swimwear choices that prioritised aesthetics over functionality, and I knew there were other people who felt the same way. As much as I appreciate beautiful, neutral-toned swimwear, I wanted to offer a better, safer alternative for families who care about their children’s well-being in the water. That’s how Little Jellies was born—a brand focused on bright, high-visibility bathers designed to make kids stand out for all the right reasons.

A Call to Action: Changing the Swimwear Culture

Through my business, I hope to inspire a cultural shift in how we think about children’s swimwear. Safety should always come first, even when it comes to style. I want parents and caregivers to feel empowered to choose swimsuits that keep their children safe without worrying about whether they’ll blend into the background.

With every pair of bathers I sell, I’m not just providing a piece of clothing; I’m advocating for a safer, smarter approach to water activities. Kids deserve swimwear that makes them visible, especially when they’re swimming in busy or unpredictable environments. I want to show the world that safety and style can go hand in hand—because no child’s safety should ever be compromised for the sake of aesthetics.

It’s our responsibility to put kid's safety first, and sometimes that means choosing swimwear that’s bright, bold, and easy to see.

With Little Jellies, safety doesn’t have to be sacrificed for style—it can be the ultimate accessory for fun and protection.