Blake Lively praised a swimsuit from buzzy label Left on Friday in an Instagram Story over the weekend, calling the fit unparalleled and stressing that her post was not an advertisement.
Lively, whose photo was credited as taken by husband Ryan Reynolds, wore the brand’s pink Sunday Top and Hi Tide Bottom and wrote that she had “legitimately never had a better fit of either … love, love, love.” She added that @sammacsai had influenced her and others to “be obsessed with @leftonfrieday bathing suits and workout clothes,” and pointed out the company is woman-founded.
Left on Friday, founded by Laura Low Ah Kee and Shannon Savage, has drawn a growing roster of celebrity customers and attention for its range of swim and activewear. The brand’s swimsuits are offered in nearly 40 shades, from neutrals to bright neons, and its product line includes one-pieces, two-piece sets and athleisure pieces such as the Peak Playsuit.
Other public figures who have been photographed wearing the label include Mandy Moore, who owns the same two-piece set in multiple colors; Gwyneth Paltrow, who wore the plunging Sunday Suit on a yacht trip to Capri in June; and Michelle Monaghan, who wore the Retreat Suit on a surf trip the following month. Social media creator Alix Earle posted an Instagram Story showing the brand’s Peak Playsuit while preparing for Dancing With the Stars.
Beyond celebrity endorsements, Left on Friday designed the uniforms for Canada’s Olympic volleyball team for the 2024 World Tour and the Paris Olympics. Low Ah Kee and Savage, both former lululemon executives, told People at the time that the athletes are "world class, top of their game athletes, and they also care about how they look," a partnership the founders said emphasized both performance and appearance.
The brand’s rise reflects a broader pattern of smaller, founder-driven apparel companies gaining traction through a combination of high-profile organic visibility and strategic sporting partnerships. Lively’s Instagram Story, which she specified was not sponsored, is an example of what industry observers describe as an influential form of earned publicity: a well-known figure sharing a personal endorsement that can drive immediate interest and sales without a formal brand agreement.
Left on Friday’s product mix includes pieces that cross swim and activewear categories, such as the Peak Playsuit worn by Earle, and one-piece suits like the Sunday Suit and Retreat Suit favored by other celebrities. The company’s emphasis on fit and variety of colors has been central to its messaging as it courts customers who prioritize both function and style.
Page Six Style reported the story. The article noted the founders’ backgrounds, the brand’s recent Olympic collaboration, and instances of multiple celebrities and creators publicly wearing Left on Friday pieces.