Freemans declares “death of the one-piece swimsuit” as braver Brits buy bikinis

Digital department store Freemans has today revealed that bikinis are outselling one-piece swimming costumes by seven to one, representing 82% of swimwear sales this year.

With traditional bathing costumes accounting for just 12% of swimwear purchases, customers opting for two-piece costumes instead has led the retailer to declare that “Brits are getting braver on the beach”.

Sales of cover-ups and kaftans have also dropped to under 1% of all beachwear, as more women “dare to bare”.

What is more, the bikini boom is primarily being driven by women aged 45+, who are reportedly feeling empowered by the body positivity movement and keen to embrace and celebrate their figures irrespective of age on social media.

Linda Quinn, Freemans.com 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.

“They’re loud and proud and keen to don the brightest prints and colours to look good by the pool, the beach and on their 'socials'.

"It's more welcome evidence that the so called outdated ‘fashion rule book’ is being torn up or ignored.  If what you wear makes you feel great – go for it. Age is no barrier!”

The shift in body confidence also comes as more celebrities are embracing the two- piece swimwear option, including TV presenter Kirsty Gallagher, 47, who was snapped in a two-piece on holiday this week.

In May this year, former Hear’Say singer, TV presenter and model Myleene Klass, 45, also recreated her famous ‘white bikini shower scene’ for ‘I’m a Celebrity South Africa’ – 17 years on from her headline-grabbing 2006 appearance on the show.

In a further move away from conventional fashion, Freemans says shoppers have 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. It’s savvy spending as its best.”