How Tash Oakley rewrote the influencer rulebook—and built a legacy beyond the bikini with Bvlgari
These days, social media is the game that everyone wants in on. It does, after all, from the outskirts, seem like a very glamorous lifestyle. But it’s also an industry that calls for tenacity, grit, and an enduring vision, three qualities that the incredible Tash Oakley absolutely possesses. Her meteoric rise in the fashion realm should come as no surprise to most, where lately, she trades bikinis for Bvlgari, and tells me that she looks for a life that is a lot more grounded.
It was the summer of 2015 when I first scrolled past Tash Oakley on my discover page. She was living the life we all wanted at that moment: endless beaches, a literal bikini a day, travelling the world with her best friends. Ten years on, not much has changed for the Australian talent—she has gone from strength to strength: writing a book, starting her own swimwear brand, and most recently, building a relationship with the perennially cool Bvlgari.
‘I’m actually such a homebody,’ she tells me, which most would think is at odds with her lifestyle. ‘I think because my life looks so public-facing, people assume I’m always out and about.’ But Tash, I’ll soon find out, like most, is someone who loves her routines, her quiet time, and being surrounded by her friends, family, and very cute dog Bernie.
If you’re not familiar with her game, Tash Oakely was one of the internet’s original influencers. She came about at a time when we were collectively caught up in the wanderlust of it all. A native Sydney-sider—Bronte Beach was her home—she was the perfect candidate to take the bikini hype to the world. ‘It really clicked when Devin [Brugman] and I saw how engaged our community was,’ she explains. ‘They weren’t just looking for inspo, they actually wanted to buy into the lifestyle we were sharing. That’s when we thought, okay, this could be something bigger. Launching Monday Swimwear was our way of giving them that, and from that point on, we were all in.’
I don’t think anyone, not even Tash or Devin, could have anticipated Monday’s success. It catapulted to a global phenomenon, almost overnight, becoming one of the first swimwear brands to cultivate an internet presence of its own. When I ask Tash about those early days, and the challenges they brought about, she tells me those days were about throwing all caution to the wind. They figured it all out as they went; manufacturing, building websites, creating a brand identity—one that truly resonates. ‘There was no real guidebook back then,’ she says, ‘especially for women building something from social media. We made plenty of mistakes and had to learn fast.’ Nowadays, the blueprint is definitely there—it’s an almost-saturated market, where everyone wants a piece of Tash’s pie. And it’s not a bad thing; they’ve just caught on to the immense possibilities, and who are we to deny anyone building the life that they want?
And while her style has most certainly evolved, I think a huge part of Tash’s appeal as an enduring icon is that she’s always stayed true to effortless, laid-back elegance, even when she’s not in her swimwear. Her loves? Timeless shapes, beautiful fabrics, and anything that makes you feel confident without trying too hard. ‘Neutrals are still my go-to,’ she tells me, ‘and I’m always drawn to pieces that feel classic and comfortable.’ And between us, it’s really refreshing, I think, to have a fashion icon that focusses less on micro-trends and excessive quantities of ‘stuff’, instead reaching for brands with ethos and endurance.
Tash tells me that she first started working with Bvlgari more than five years ago; a relationship she calls a natural fit. ‘I’ve always admired their timeless designs and incredible craftsmanship,’ she says. It is a relationship that has bloomed over the years, and one that was matrimonially solidified during her 2023 wedding—one that was in Capri, and every bit as beautiful as the internet expected.
It makes sense, then, that her favourite pieces from the Roman jeweller are from this day, and her most prized possession is a Serpenti Viper necklace that she explains already feels like a future family heirloom. ‘It’s powerful, feminine, and symbolic,’ she tells me. ‘I love that it represents transformation and strength, which really reflect my own journey.’ But I think the coolest thing about this relationship is that it’s not just brand and partner, in the traditional sense. Tash confesses, rather nonchalantly, that her relationship with Bvlgari has also informed her style. ‘It’s encouraged me to be more intentional with what I wear,’ she tells me. After all, it is a brand that has such a strong sense of self, and history, and a greater meaning behind every piece, and as Tash explains, ‘it’s made me think more about the story behind what I’m putting on.’ Because fashion, as we know it, has almost always been about stories; pieces convey ideas, and feelings, and messages, and how cool is it that we get to transport a little of this, everywhere we go?
We touched on the idea of social media expectations earlier, and I think it’s something that Tash is so blatantly aware of—it’s how she lives her everyday, and has done for more than a decade. But from what I can tell about the bikini magnate, she’s able to see through the facade of it in quite an articulate way, and it really serves as a poignant reminder for all of us. When I ask her about the misconceptions of social media, she tells me that the biggest one is that it’s quick or easy. ‘Social media can make things look effortless,’ she explains, ‘but the reality is its years of consistency, long hours, and a lot of behind-the-scenes work.’ She speaks of the constant pressure to show up, to stay creative, and to manage the business side of it all at once, which Tash explains can actually be really exhausting.
She’s aware of how this might sound, though: I can’t think of many influencers these days who wouldn’t be. Tash is someone who knows that she lives a lucky and luxurious life. But like everything, it has its hard moments too. ‘There’s so much that goes into curating and creating content, and if you’re not truly passionate about it, you’ll burn out quickly.’ It’s the kind of job where passion is utterly essential.
Tash tells me that she’s always been quite frank about her idea of success: it’s really about fulfillment. ‘Even in the early days, it wasn’t just about numbers,’ she explains, ‘it was about creating something to be proud of.’ She genuinely celebrates every win, big or small, and that has become her own measure of what success really is: ‘finding joy in the process and being proud of what you’re building along the way.’
When I ask Tash what’s next, sure, there are a few projects in the pipeline—and I’m certain that they’ll be massive—but she’s being more intentional about how she spends her time and energy. Beyond Monday Swimwear and Monday Body, she’s been angel investing in brands and expanding her business portfolio. At the core of this is a motivation to support others; those brands that she truly believes in.
It gives her the space and the freedom to do the things that fuel her. After all, isn’t that what lifestyle is all about? She tells me that her morning routine begins with pinching herself; even now, it still doesn’t always feel real. Gratitude is then an essential part of her morning—and I think just who she is as a person—and of course Pilates, to really set the tone for a focused, energised day.
What I’ve come to learn about Tash during our short time together is that she’s someone who’s intentional, and incredibly present, despite how connected she always has to be. She’s conscious of where she directs her energy, who she gives her heart to, and how she shows up with this tremendous platform that she’s created. And it’s pretty cool to watch her take on the world with this kind of thinking.
And so I couldn’t help but ask her advice if she were to do it all over again? ‘Brace yourself for what’s to come—and soak it all in as it happens.’ Sounds like an absolutely divine life to me.
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