Kerry Sykes - Founder and CEO - BAYE London

Kerry Sykes is a fashion designer, entrepreneur, and the Founder and CEO of BAYE London, an eco-luxury swimwear and resortwear brand. The Vision & Genesis Born in South Africa, Kerry built her deep technical design expertise working in London's premier lingerie and swimwear space. Her career has been uniquely shaped by global travel and a personal passion for coastal culture. After decades of experiencing the frustration of poorly fitting swimwear—and navigating her own personal battles with body image—Kerry launched BAYE London to challenge the traditional boundaries of the industry. The brand's name is an acronym for "Be All You Envision," reflecting a foundational ethos centered around female empowerment, self-love, and radical body positivity. Design & Technical Execution The Global Aesthetic: Kerry splits her brand's identity between the vibrant, bold artistic heritage of Cape Town and the refined, modern sophistication of London. Her collections heavily feature custom, bespoke prints that weave together rich cultural narratives with a contemporary resort look. Premium Sustainability: Under her direction, BAYE London sets a high bar for eco-conscious luxury. The entire swimwear collection is crafted from ECONYL®, an eco-sustainable techno-fabric derived from 100% regenerated nylon waste (like discarded fishing nets and industrial fabric scraps). The Fit Engineering: Drawing on her technical design background, Kerry meticulously engineers her garments to ensure they act as supportive, confidence-boosting structures. The pieces feature ultra-soft, body-contouring lining that remains entirely opaque when wet and is resistant to chlorine, sun cream, and seawater. Global Expansion With a current operational footprint stretching from London and South Africa to a U.S. base in Ponte Vedra Beach, Florida, Kerry focuses heavily on international luxury scaling. Backed by her executive and national sales team, she is actively expanding the brand’s global wholesale footprint and securing premium retail partnerships across North America, establishing BAYE London as a definitive voice in the sustainable luxury leisure market.