With the 90's being the lifeblood of our brand DNA, we bring you INC Icons - our modern day iteration of classic and sexy swim that will forever be a...

We play with new textures, elevated hardware, and bespoke details that define the OUT OF OFFICE collection. This release offers elevated beachwear crafted to complement our swimwear, completing the perfect...

Our Spring 2024 ‘Down Under’ collection is our most elevated offering to date. Drawing inspiration from the nostalgia of past summers and is enriched with artisanal embellishments such as beadwork, statement charms, and crystal...

At It’s Now Cool, we firmly believe in celebrating the achievements of women and recognizing the ongoing importance of gender equity. Our commitment is not limited to a single day...

Enjoy a glimpse into the behind-the-scenes action from our Australian adventures while shooting our Resort 24 Collection, Sun Drenched Summer! Our team embarked on an epic road trip adventure that...

Introducing "Sun Drenched Summer," where cherished memories of a perfect summer come to life. Our Resort 24 collection was born from a desire to encapsulate the magic of those golden...

We spent the day with island goddess, Dominique Elissa, shooting our Summer 2023 Campaign. Featuring the breathtaking beauty of Rottnest Island.....where golden sands meet crystal-clear waters and where relaxation intertwines...

Embark on a sun-kissed journey with It’s Now Cool as we jetted off to the vibrant cities of Miami and Los Angeles, immersing ourselves in the essence of summer.  Our...

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 &...