Nadiya Bychkova , the 36‑year‑old former Strictly Come Dancing professional, posted a series of beach photos on Instagram on May 2024, showcasing a blue two‑piece from Tess Daly’s Naïa Beach swimwear brand. In the caption she joked about Britain’s lingering chill, writing, “Manifesting sunshine because GB forgot it’s May.” The post also tagged Daly’s label, giving the brand a high‑profile endorsement.

Nadiya Bychkova models Naïa Beach bikini on Instagram

Bychkova’s Instagram story highlighted the exact piece—a blue two‑piece from Naïa Beach—linking directly to the brand’s shop page.. According to the post, the former Strictly star shared “jaw‑droppinng snaps” from a sun‑soaked holiday, emphasizing the fit and style of the swimwear. The visual endorsement comes as the brand seeks to broaden its reach beyond Daly’s TV audience.

Tess Daly’s Naïa Beach brand gains celebrity exposure

Tess Daly, long‑time presenter of Strictly Come Dancing, launched Naïa Beach to offer “effortlessly chic” swimwear. As reported, Bychkova’s tag and photos serve as a de‑facto marketing boost, exposing the label to millions of followers. The partnership illustrates how former co‑stars can leverage each other’s platforms for mutual benefit.

May sunshine wish underscores UK weather frustration

Bychkova’s caption, “Manifesting sunshine because GB forgot it’s May,” reflects a broader public sentiment about the United Kingdom’s persistent cool temperatures in late spring. The comment resonated with fans who shared similar wishes for warmer weather, adding a relatable human‑interest angle to the fashion post.

Will Tess Daly expand Naïa Beach beyond swimwear?

The post leaves unanswered whether Daly plans to extend Naïa Beach into ready‑to‑wear or accessories. As the brand rides the wave of celebrity endorsement, observeers are watching for any announcements of product line extensions. According to the Instagram story, no further details were provided.

How the endorsement fits into post‑Strictly careers

Both Bychkova and Daly have transitioned from their Strictly roles into broader media and business ventures. Bychkova’s social‑media activity demonstrates a shift toward personal branding, while Daly’s entrepreneurial push with Naïa Beach signals a diversification strategy common among former TV personalities.