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JMP The Label is a premier designer swimwear and apparel brand established in 2021 by Juliette Porter with founding partners Jaymi Washburn and David Kelleher. As a small batch, boutique luxe brand, JMP The Label collections are thoughtfully designed to fit every woman at every stage of life. As a body-positive lifestyle brand, all women are kept in mind when creating the perfect look and feel. Plus, with men and children’s swimwear, we let everyone join in on the fun.



Swimwear can be an intimate exposure, which is why JMP The Label’s mission is to empower women to embrace their beauty by normalizing beautiful, natural bodies of all sizes. JMP The Label features inclusive models of all shapes and complexions, while leading important conversations around positive body image, health and wellness, and gaining confidence in a swimsuit as well as all areas of life.

At JMP The Label, we are committed to redefining beauty standards and fostering a culture of body positivity and inclusivity in the realm of women's swimwear. With sizes offered up to 3XL, we celebrate the diversity of women's bodies by creating swimwear and apparel that empowers and embraces each unique shape, size, and identity. From skimpy to full coverage bikini bottoms, bandeau tops to full underwire support, and one piece designs for all, we recognize that each person is a work of art and deserves to feel like it!

We stand for more than just clothing – we stand for a movement that encourages women to love themselves unapologetically. Together, let's redefine beauty standards and celebrate the diversity that makes each of us uniquely beautiful.



MTV's Siesta Key star, Juliette Porter, grew up in the gorgeous city of Sarasota, Florida. While enjoying the incredible beaches, Juliette always dreamed of creating the perfect fashionable swimsuit that not only looked good and fit well, but could also keep up with her active lifestyle. Juliette met veteran swimwear designer and swimwear factory owner, Jaymi Washburn while filming the show – the two instantly connected. They got to work on creating the magic: a swimsuit collection that embodied the definition of modern and sexy design while having the styling versatility to take the wearer from a day at the beach, waterskis, and boats to nights out at a dinner, bar, or dance party. Juliette's keen eye for trend, comfort and luxury was perfectly matched with Jaymi's ability to design a line that would appeal to many different women and provide a great fit and incredible detailing. Entrepreneur and former operations executive, David Kelleher joined as an additional co-founder lending his years of experience to develop the business model to launch the brand and position it for growth and impact in the swimwear market.