From Dalarna’s Lakes to Timeless Swimwear: Paula on 30 Years of PAULA Beachwear

What began as a personal pursuit of the perfect swimsuit has evolved into a cult Swedish beachwear label defined by precision, restraint, and longevity. As PAULA Beachwear marks its 30-year anniversary, founder Paula Malm looks back on her early inspirations, her creative process, and the philosophy of timelessness that continues to shape the brand.

Ulrika Lindqvist: Looking back, what inspired you to start PAULA Beachwear in the first place?

Paula Malm: I have always loved the ocean and water, spending my childhood and teenage summers by a small lake in Dalarna, but also in the west coast archipelago of Sweden. The feeling and memories of salty shoulders after long days of swimming and crab fishing are my eternal sources of inspiration. I swam many miles in the pool on the island of Marstrand in a super simple striped swimsuit that I wore for several summers – an inspiration for the classic swimwear I still create today.

UL: Could you tell us a bit about your background? What did you study and work with before founding PAULA Beachwear?

PM: I studied tailoring and pattern making in Sweden, and design and drawing at Parson in New York City. I worked for a short time at Björn Borg, parallel to design projects in Kenya and Zimbabwe, before starting my own brand. During my studies, I also worked in a very chic lingerie boutique, which later became a great asset in understanding fit and quality.

UL: How would you describe your creative process?

PM: I am always inspired by three things – a material, colours, and a lack of garments that I want for myself. I only design pieces that I would wear myself, no matter what. I usually visit fabric fairs, and when I feel a new material, I can already envision the garment it will become.

UL: How have your designs developed over these 30 years? What discoveries have you made?

PM: My designs are constantly being refined for a better fit and improved materials, even though the styles remain basic and timeless. I believe in classic cuts in high quality that will live long in your beach wardrobe. A PAULA swimsuit today is even better than it was 30 years ago – I think it fits more body types, and there is always a wide range of colours to choose from. I have learned that fashion colours sell later in swimwear, and how important it is to stay true to my original vision rather than designing for everybody or every occasion.

UL: What pieces would you describe as the core classics of the brand?

PM: Our signature piece, Swordfish, is truly a core classic – totally timeless and equally beautiful as both a top and a swimsuit. I have met clients who own it in seven or eight colours. Poppy is another clean, classic suit, and for bikinis, our bra Mermaid is also becoming a timeless favourite.

UL: Do you have a favourite sea, lake or beach in the world?

PM: Oh yes – the small lake in Dalarna, Sweden, where I learned to swim; the ocean around the island of Marstrand on the Swedish west coast; and the beaches of Martha’s Vineyard, south of Boston, USA.

UL: Is there a particular moment in your career that stands out as especially memorable?

PM: Recently, Swedish Television presented a new version of the Astrid Lindgren series Vi på Saltkråkan, where my childhood idol is wearing a PAULA beachwear swimsuit. I watched it with my children and got goosebumps.

UL: What are you most looking forward to in the coming year?

PM: There is so much fun ahead! Our new collection is larger than ever, and the photos shot in Sicily truly capture the spirit of the season. It is such a joy to see the garments in their right element, and we had the best team ever for this project.