'SED' stands for summer every day and as the name suggests, we live for the Summer. The idea originated in 2018, just before a Winter getaway to the Caribbean sun. Our Founder, Rhianna struggled to find any stylish swimwear that was affordable and suited her body shape. From then, sedcollection or SED was born!

We do things a little differently around here. . .

All of our models are sedcollection customers. We feel the people wearing our collections should be the ones to showcase them.
‘We specialise in separates.’ You’ll be able to shop for different sizes in your tops and bottoms. We love all shapes and sizes and understand people may need different combos to fit their figure.
We add new pieces all year round, so if you're lucky enough to live somewhere warm, or you're jetting off for some winter sun we've got you covered.


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    85 Great Portland Street, First Floor London, W1W 7LT

    +44 0207 459 4388

    [email protected]

    Monday – Friday
    10:00 – 18:00

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