High-cut, fire truck red, and with a scoop neckline that seemed designed for slow-motion cameras, Pamela Anderson’s “Baywatch” swimsuit is one of the most infamous on-screen uniforms of the 1990s. Worn by Anderson during her tenure on the US TV series from 1992 to 1997, this iconic swimsuit has become a symbol of the era’s fashion and cultural impact. Now, this legendary piece of swimwear is on display at “Splash! A Century of Swimming and Style,” a new exhibition at The Design Museum in London, running until August 17.

The Iconic Suit and Its Cultural Impact

The swimsuit, suspended in a glass case on an invisible mannequin, is the crown jewel of the exhibition. Curator and fashion historian Amber Butchart described the suit as “haunting” and noted that it was one of the costliest pieces to insure. Anderson’s character, C. J. Parker, a lifeguard, volleyball coach, and beach café owner, was rarely seen in anything other than this tiny red one-piece, often paired with an orange life raft. This costume not only defined Anderson’s image but also became synonymous with the show’s global success.

“Baywatch” was the most-watched TV show in the world at its peak, with over 1 billion viewers from more than 140 countries tuning in each week. The show’s popularity was so immense that international broadcasters often only purchased episodes featuring Anderson, a condition nicknamed “Pamela Clauses”. In 2019, to honor the TV series’ 30th anniversary, Pantone even created a shade called “Baywatch red”.

The Evolution of Swimwear

The exhibition “Splash! A Century of Swimming and Style” maps the changing tastes and fashion of swimwear through the ages, starting with the cumbersome knitted unitards of the 1920s and moving through the first modern bikini in 1946, named after Bikini Atoll due to its “explosive” effect. The show also features the advent of Speedos and the scuba crepe-turned-couture designs of luxury fashion house Viktor & Rolf.

Butchart highlighted that swimwear enables access to public spaces, and if you don’t have swimwear that works for your body, you are denied that experience. The exhibition addresses this by showcasing inclusive designs, such as a gender-neutral suit from Beefcake Swimwear and a one-shoulder suit from Girls Chronically Rock, which features special fasteners for those with disabilities.

The Social Power of Swimwear

The exhibition also delves into the social power of swimwear, featuring a grim, municipal-looking rental bathing suit over a century old, emblazoned with the words “Margate Corporation.” This piece represents the efforts of the English local council to provide swimwear to those who couldn’t afford it. The show also addresses the pressures that come with wearing swimwear, such as the oppressive beauty standards pushed by fashion magazines and corporations, which demanded women to be hair-free and have “soft and smooth” skin.

Pamela Anderson’s Rebranding

Pamela Anderson has worked hard to diversify her public image since her days on “Baywatch.” She has written a plant-based cookbook, appeared make-up-free on the red carpet, and made her arthouse debut in Gia Coppola’s 2025 indie film “The Last Showgirl”. Anderson’s efforts to reclaim her image include designing her own swimwear line, which she described as practical and centered on the realities of women, not just beach photoshoots.

The Exhibition’s Message

The exhibition’s curator, Amber Butchart, emphasized the importance of giving Anderson her own voice in the display of the iconic swimsuit. The show aims to provide a rounded experience, exploring themes such as the politicization of swimming pools, the male gaze, and the artwork surrounding swimwear. It also highlights modern designers like Andrea Iyamah, whose Mulan bikini draws inspiration from creation myths and femininity, and a bikini by Kenya-based Ohana Family Wear, which uses a pattern inspired by Ghanaian Kente cloth.

Pamela Anderson’s “Baywatch” swimsuit is more than just a piece of clothing; it is a cultural artifact that reflects the fashion, beauty standards, and social dynamics of its time. The exhibition “Splash! A Century of Swimming and Style” at The Design Museum in London not only showcases this iconic piece but also tells a broader story of swimwear’s evolution and its impact on society. By featuring Anderson’s suit alongside other significant swimwear designs, the exhibition highlights the importance of inclusivity, practicality, and the reclamation of personal narratives in the world of fashion.