Many reasons exist as to why people may choose to wear thong underwear or swimwear, such as prevention of visible panty lines, prevention of underwear riding up so one need not pull at one's underwear in public, comfort, fashion consciousness including the feeling of being more adult, and minimization of tan lines.

People choose to wear thong-style swimsuits for a combination of aesthetic, functional, and cultural reasons. From a functional standpoint, thongs are popular among those who want to minimize "tan lines," as the minimal fabric allows for more even sun exposure on the glutes. They also prevent the "visible panty line" (VPL) effect and can be more comfortable for active swimmers or athletes who find that traditional full-coverage bottoms tend to bunch up, sag, or "ride up" uncomfortably during movement. Culturally, the rise of the thong in beachwear—particularly the "Brazilian cut"—is linked to body positivity and a fashion shift toward celebrating the natural curves of the body. Historically, the garment gained mainstream popularity in the 1970s and 80s as a symbol of sexual liberation and fashion-forward confidence. In 2026, it remains a staple in tropical destinations like Ibiza, Miami, and Rio de Janeiro, where it is viewed as a standard, fashionable choice for sunbathing and high-end pool parties.