Bathers you can workout in and wear to dinner: Introducing Bondi-based swimwear label, Rashi
image via @rashiworld_/INSTAGRAM
WORDS BY daisy henry
“Swimwear lives in sun, salt and chlorine, so it has to work hard.”
If there’s one trait people around the world assume about Australians, it’s that we’re all swim-obsessed. And it’s not entirely untrue. Whether you live on the east coast or you’re a regular at the local pool, the minute that the temperature dial winds up, we’re quick to head to the closest body of water. It’s no surprise we have a plethora of local labels specialising in bathers, bikinis and board shorts. So, in a sea of established brands, how does an emerging swimwear label stand out?
Launching at the tail-end of 2025, Rashi is the creation of Bondi-based model and creative Anna Feller. Born out of her own love for the water, the label is a culmination of almost 20 years in the fashion industry. After struggling to find bathers that felt versatile and protective, she set out fill the gap. “Swimwear lives in sun, salt and chlorine, so it has to work hard,” Anna tells me.
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Her resulting first collection aims to cut through the crowded market with playful, unisex styles that nod to ’90s surf culture. “I love the idea of sharing pieces… that are made to pass between friends, family, partners,” Anna says. “It’s relaxed, considered and designed to be lived in… You can swim in it, work out in it, wear it to the beach and even out to dinner.”
Another drawcard is the label’s values surrounding sustainability and sun protection. ”This collection is made exclusively with Vita Power, an Italian fabric built to perform in sun, salt and movement,” she explains. From its bikinis to its bodysuits and rashi vests, each piece is designed to offer sun protection and encourage layering up as needed.
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Fashion Journal: Hi Anna! Tell me a little about yourself. What’s your fashion background and where are you based?
Anna: Hi Daisy! I’ve been in fashion for almost 20 years, starting out as a model, and then moving into more creative work over a decade ago. Since then, I’ve been creative directing shoots, shaping campaigns, and collaborating with a multitude of global and local brands. Early on in Australia, that kind of approach wasn’t so common, so it felt exciting to help expand what being a multifaceted modelcould look like – not just a face, but someone with ideas and perspective.
Fashion has always been part of my life and I’ve grown up surrounded by friends in many different fields, from art and design, to food and culture. I’m now based in Bondi Beach where the Rashi HQ operates from and spend time in Byron Bay, though I’m originally from Vancouver, BC.
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How did Rashi first get started, and what drove you to create a swimwear label?
Rashi had been on my mind for a long time. I wanted something of my own, but I was also focused on being 100 present for my son, Banjo. Modelling gave me that flexibility for many years.
The brand itself came from not finding exactly what I wanted to wear in the sun. I spend a lot of time in and around the water, so I wanted pieces that felt effortless and protective – something you could throw on, swim in, move in and live in. Rashi grew very naturally out of that.
What were some of the main hurdles in getting a swimwear label off the ground?
Honestly, development took much longer then I originally anticipated. I started Rashi about two years ago, and I’m a perfectionist but fits, sampling and all that comes with it, has been a journey. I’ve been surrounded by an amazing group of people, so nothing has felt like a dead stop. Problems come up, you fix them and keep moving. It’s been a really joyful, positive and exciting process actually.
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What are you hoping to communicate through Rashi?
I want people to feel good and to feel protected in Rashi. It’s swimwear, but it’s also versatile. You can swim in it, work out in it, wear it to the beach and even wear it out to dinner. I want to communicate that way of life, and invite you into Rashi’s world. This will come over time through storytelling and experiencing the product personally, and how you wish to wear and enjoy it.
How would you describe the feel and aesthetic of the collection to someone who has never seen it before?
SS25 is playful with colour and mood, nodding to ’90s Australian surf culture, while still feeling grounded and chic with classics like Nero, Bianco and Police. I love the idea of sharing pieces, which is why I’ve introduced unisex styles that are made to pass between friends, family, partners.
It’s relaxed, considered and designed to be lived in. I also have some very exciting styles coming over the next few months.
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What does sustainability in the fashion and swimwear space mean to you?
Sustainability for me is about making pieces that actually last. Swimwear lives in sun, salt and chlorine, so it has to work hard. I want people to come back to these pieces summer after summer; to wear them, share them and really live in them.
Can you tell me a little about how you source your materials and your supply chain?
This collection is made exclusively with Vita Power, an Italian fabric built to perform in sun, salt and movement. It’s made with regenerated nylon, offers UPF 50+ protection and holds its shape beautifully over time.
I keep the supply chain small and work closely with a trusted manufacturer, so everything feels intentional and true to how I want Rashi to grow. Rashi’s size range is currently an XS to L.
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What are some factors you need to take into account when it comes to sizing in swimwear, and do you have any plans to expand this?
Absolutely. This first collection was about testing the waters, and seeing how people wear the pieces and finding the fit. And we’ll grow from there.
What are you most proud of in your work with Rashi so far?
Just seeing it out in the world, and all the amazing feedback and encouragement. It feels like the start of something really exciting.
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How do you see Rashi developing over the next five to 10 years?
Internationally! Watch this space.
Who are your dream Australian and New Zealand collaborators?
Thee are quite a few friends I’d love to create with, stay tuned…
Who and what is in your wardrobe right now?
I’m in Fiji with my son at the moment, so I’m basically living in the entire Rashi collection which has been a dream. Alongside that, my usual summer staples include Lucy Folk jewels, my Luuda silk pants every night, Avalon sarongs and towels, Matteau shirting, vintage and Bassike tees, Homme Girls boxers, Celine and Acne sunnies, and either barefoot or with a pair of black Havaianas.
Find more from Rashi here.
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