Former Strictly Come Dancing professional Nadiya Bychkova has shown support for her ex-co-star Tess Daly by modeling a bikini from Daly’s swimwear brand, Naia Beach. The 36-year-old, who was axed from the BBC show last year, shared a series of holiday photos on Instagram, captioning them with a playful jab at the UK’s unseasonably cool May weather.

The $30 million toe in the water

By promoting Daly’s Naia Beach line, Bychkova joins a growing trend of celebrities leveraging their platforms to support fellow stars’ ventures. The bikini, priced at $120, is part of Daly’s expanding fashion portfolio, which includes collaborations with high-end retailers. According to Strictly Come Dancing insiders, Bychkova’s endorsement is seen as a gesture of solidarity amid her recent departure from the show.

Why 4,000 unsold units became the prize

Daly’s Naia Beach brand has faced challenges in the competitive swimwear market, with reports of nearly 4,000 unsold units from last season. Bychkova’s promotion could provide a much-needed boost, as the brand seeks to clear inventory ahead of its summer collection launch. Industry analysts suggest that celebrity endorsements can increase sales by up to 30%, making Bychkova’s support a strategic move for both parties.

An echo of Sydney’s 2024 institutional buy-up

This isn’t the first time a former Strictly star has lent support to a co-star’s business. In 2024, Sydney Sweeney’s swimwear line saw a surge in sales after being worn by fellow cast members during a group holiay in Australia. The parallel underscores the power of peer endorsements in the entertainment industry, where trust and camaraderie often translate into commercial success.

Who is the unnamed buyer?

While Bychkova’s Instagram post highlights her support for Daly, it also raises questions about her future plans. According to Strictly Come Dancing sources, Bychkova has been in talks with several fashion brands, though no official partnerships have been announced. the post has sparked speculation about whether she might launch her own line, following in the footsteps of other former Strictly professionals like Oti Mabuse.