From the Beach to Brunch: How Sheila Is Redefining Swimwear for Real Life

I can’t tell you how many times last summer I went out for a walk, ended up at the beach, and wished I’d thought to bring my bathers – even contemplating a dip in my activewear. So when the opportunity came up to trial pieces from SHEILA – swimwear made to move with you wherever the day takes you – I jumped at the chance, and I’ve barely taken them off since.

From the gym floor straight to the bathhouse at SAINT Black, to walks around Torquay with my family that end in chasing a toddler out of the waves, to hikes up Wineglass Bay followed by an ocean dip without needing to change – Sheila has become my second skin. Supportive, elegant, sun-smart, and intentionally made, these are pieces I’ve truly lived in.

When founder Clare Barrins couldn’t find swimwear that was stylish, full-coverage, and flattering for real life, she decided to make it herself. That decision evolved into a thoughtful, inclusive brand rooted in sustainability and strength – one that celebrates women of all shapes, ages, and stages, with sizes ranging from AU 6 to 24.

In this conversation, Clare shares the story behind Sheila’s beginnings, the values that guide her, and how she balances motherhood, a high-powered tech career in California’s Silicon Valley, and building a brand with purpose.

Sheila was born out of your own search for something that didn’t exist – swim shorts that were luxe, sustainable, and versatile. Can you tell us about the moment that frustration turned into a creative spark – when you knew you had to make it yourself?

It wasn’t a lightning bolt moment—it was more like a slow burn. I’d been searching high and low for swim shorts that were equal parts stylish, functional, and flattering. I was willing to spend money. I wanted something that could move with me—through a beach swim, a hike, a lunch run. And all I found were unlined board shorts that made me feel frumpy and uncomfortable.

It finally clicked after one of those afternoons where I’d packed a change of clothes, tried to juggle swimwear that didn’t feel good, and ended up just… sitting on the sidelines again. I realised, if I can’t find it, maybe I need to make it. That frustration gave me clarity—and ultimately, purpose. Sheila was born out of a real need. And I knew I couldn’t be the only one.

As a working mother with a demanding career and a full life, it’s easy to see why versatility became a non-negotiable in your designs. How has your own lifestyle shaped what Sheila has come to stand for – and how women wear it?

My days aren’t compartmentalised—they’re continuous. I’m juggling school drop-offs, work at a major tech company, after-school activities, weekend getaways. I don’t have time for multiple outfit changes. I needed something that could keep up—and I figured other women did too.

So I designed Sheila for real life. For the beach, sure—but also for the bakery, the bike ride, the yoga mat, the school run. Our pieces are functional without compromising on style. They move with you. They adapt. They support. And more than anything, they take one thing off your mental load.

You’ve lived between three vibrant cities – London, Melbourne and now Palo Alto in California. How have those environments and cultures helped shape your vision for Sheila?

Each city has shaped Sheila in its own way. 

Melbourne gave me an appreciation for elevated basics—the kind of quiet confidence that comes from good design and thoughtful detail. It’s where I learned to value fashion that feels effortless but considered.

London taught me the power of structure, tailoring, and individuality. There’s a richness to the fashion scene there that made me realise style doesn’t need to shout to be strong. It’s about how something makes you feel when you wear it.

California gave me space to dream bigger. Living in Silicon Valley, there’s a deep appreciation for solving real problems—and doing it differently. It gave me the push to think outside the conventional fashion model.

But at the heart of it, Sheila will always be grounded in the Australian lifestyle—sun, movement, minimal fuss. It’s a brand built from global experiences, but always with that unmistakable Aussie soul.

Staying true to your values regarding sustainability and ethical production can be a more challenging path, especially in the fashion industry. What have been some of the more difficult moments in staying committed to those principles, and how have they shaped the way you create?

The hardest moments are often the quiet ones—when you’re looking at your budget and you know that choosing a more sustainable fabric, or producing in smaller, slower runs, means higher costs and tighter margins. When fast fashion brands are moving at lightning speed, it can feel like you’re running uphill.

But I always come back to why I started. I wanted Sheila to stand for more than just aesthetics. It had to feel good and do good. So we source recycled materials, we partner with ethical manufacturers, we reduce waste at every step. It’s not the easy road, but it’s the only one that makes sense to me.

At its core, Sheila feels like a brand that gives women permission to show up confidently and comfortably – no adjustments, no apologies. What do you hope women feel the moment they put on a Sheila piece?

I hope they feel like they can breathe. Like they can move. Like they don’t have to suck in, cover up, or sit out. I created Sheila for women who’ve been opting out—not because they want to, but because they couldn’t find something that made them feel good.

So when a woman puts on a Sheila piece, I hope she feels supported. Empowered. Present. Whether she’s jumping into the ocean or chasing her kids at the park, I want her to be in the moment, not worrying about her swimwear. No compromises. No fuss. Just her—exactly as she is.

You’ve already built something meaningful in such a short time. What’s next for Sheila?

We’re just getting started. Right now, we’re preparing to launch new styles and colourways—designed with even more intention and input from our community. 

But more than product, I’m focused on continuing to build a brand that listens, evolves, and advocates. Sheila isn’t just about swimwear. It’s about creating space for women to feel strong, seen, and supported. And if we can keep showing up for them in that way, then we’re on the right path.

To explore the collection and find your perfect Sheila pieces in time for summer, visit sheilathelabel.com and follow along on Instagram for style inspiration and updates.

The writer of this article received gifted samples of Sheila products. All opinions expressed are based on the writer’s personal experience.