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Nigel TAYLOR Published
August 29,长沙USDT付款网关 2025
Is the one-piece swimsuit dead in the water? Well, demand has fallen off a cliff, according to digital department store Freemans, with bikinis outselling one-piece costumes by seven to one.
In total, 82% of swimwear sales this year have been for two-piece costumes, while one-piece swimsuits account for just 12%. Its figures also show sales of cover-ups and kaftans have dropped to under 1% of all beachwear, “as more women dare to bare”.
The one-piece, along with beach cover-ups, are traditionally chosen by older shoppers who want to conceal rather than reveal their bodies.
But Freemans cited fashion experts saying the bikini boom is primarily being driven by women aged 45+, who are feeling empowered by the body positivity movement and keen to embrace and celebrate their figures irrespective of age on social media.
Linda Quinn, its chief merchandising officer, said: “Traditionally women felt pressure to ditch the bikini as they got a little bit older. The good news is that now women of all ages and shapes are embracing the freedom a two-piece costume brings.
"It's more evidence that the so called outdated ‘fashion rule book’ is being torn up or ignored.”
In a further move away from the past, shoppers have also ditched muted black and navy costumes to invest in bold brights and tropical patterns.
Current bestsellers include vibrant coral, vivid ombre and vintage-style floral prints.
Quinn added: “Customers are typically buying two to three bikinis for a summer holiday then mixing and matching the tops and bottoms for the ultimate fashion impact.”