A category defying, ground-breaking collection that draws on elements of Shapewear, Activewear and Swim design. Body enhancing pieces with engineered solutions created with pure function in mind. A real evolution...

Just another delightful winters day in Western Australia! We spent the morning soaking up the warmth of the winter sun with our girl Michaela Bennett. It's Now Cool Founder &...

It's Now Cool has partnered with Citizens of the Great Barrier Reef to join forces in building awareness & commitment to a brighter future for the reef though a collab...

Photographed by Josephine Clough on location in beautiful Bondi Beach and Perth Western Australia, showing the beautiful expanse of the best beaches in the world! Welcome to Spring 2023, With...

THIS IS A STORY OF COMING HOME. TO THE CRYSTAL BLUE WATERS, SUNBAKED LAND & RUGGED OUTBACK. TO SALTY HAIR AND SCORCHED SKIN. AN ODE TO OUR ISLAND. AUSTRALIANA, RESORT...

This amazing collab was shot by It's Now Cool Founder & Creative Director Josie Clough on location in Western Australia with our girls Tahnee Atkinson & Casey James. Collaborating with...

The incredible Liv Pollock and Creative Director Josie Clough spent the day shooting our Tropicali Collection in the secluded coves and shallow waters of Rottnest Island, Western Australia. Feel The...

The perfect summer morning spent with our girl Shudia Forgol. Shudia is flawless inside and out, modelling with incredible aspirations for her future! Shooting in the ultimate conditions we had...

We spent the day shooting at our favourite local beach, Cottesloe. The weather was perfection and so was the beautiful Roberta George in our swimwear! Showing the latest prints and...

Bringing back that 90’s supermodel energy with our new Summer 2022 Tropicali Collection. We spent the afternoon with our dream girl, Miquela Vos. The location, a mediterranean oasis in our...