Em & May: How a made-to-order bikini business became Montreal's answer to inclusive garments

A brand that has nearly perfected its social media presence, Em & May has racked up millions of views demonstrating how to style their unique wearable pieces, building an international customer base while keeping every design, shoot, and decision firmly rooted in its Mile End studio. The Montreal-based label combines timeless staples with sustainable materials, inclusive sizing, and meticulous construction, showing that thoughtful design doesn’t have to compromise accessibility. 

In 2019, when founder Emilie Pittman was still in fashion school, she posted a handmade red bikini that unexpectedly sparked demand. What followed was a made-to-order model built from scraps, deadstock fabric, and the idea that clothing should fit people, not the other way around. From those early custom swimsuits, she developed an extensive size range based on real measurements and expanded into lingerie and capsule collections.