Jessica Simpson Gets Fans Excited With New 'Swim' Season

Jessica Simpson's fans seemed ready to shop her latest designs as the 43-year-old's fashion brand updated its Instagram this week. In a summery share eyeing up warmer months, Jessica Simpson Style opted out of showcasing its famous founder, but fans still got some bikini action, plus an incentive to shop. Simpson herself made late 2023 headlines for a jaw-dropping "THIRSTY" swimsuit snap as she updated her Instagram in promo mode. While the bulk of fans are checking out this feed, a fair amount are still subscribed to JSS.

Scroll for the photo. While the above shot saw the Dukes of Hazzard star go racy in a tiger-print bathing suit and high heels for her sunkissed snap, this studio shot entered more of a girly territory. The image featured a model shot against colorful, floral-printed walls as she rocked a pastel blue bikini with a sporty feel and full, high-waisted bottoms.

Showing off a two-piece with a bralette finish and a small embellishment near the chest, the model also donned a printed green bandana and plenty of silver jewelry, plus a pair of bead-effect sandals with a high heel.

In a caption, Jessica's best-selling brand wrote: "We’re in a vaca state of mind 🌴 Dive in to new swim at jessicasimpson.com!"

"Love the blue!" one fan quickly replied. While another dropped fire emoji, a third user replied: "Currently dreaming of a beach getaway 😍." Jessica may have near broken her back buying her brand back from bankruptcy as she spent $65 million of her own money, but it looks like the blonde has won in the end.

As to how Jessica factors herself into her designs, the star has opened up.  "It's very important for me to let every woman feel included. Like, every person needs to feel included. If I make a shirt, I'm going to make sure every size is available," she has shared. Because I have been every size, trust me." In 2019, Jessica famously dropped 100 pounds after tipping the scales at nearly 300 pounds while expecting third baby Birdie Mae.

Jessica made major headlines for the above Instagram photos last year as she both promoted her own brand and influenced for mogul Kim Kardashian's SKIMS label. Rocking a stringy yellow bikini from 43-year-old Kim's brand, Jessica showed off her toned legs and abs while highlighting her weight loss, but she made sure to tag her hot pink platforms as being from her own company.

"SKIMS Swim + @Jessicasimpsonstyle Shoes = Neon Energy," a caption read.

The response proved mixed. While many fans sent love, some seemed confused as to why Jessica was plugging SKIMS. "Now you're promoting Kim Kardashian stuff WOW!!!!!! Why not wear your own swimwear?????" one fan asked.