The one-piece swimsuit trend takes over the bikini

The one-piece swimsuit has outsold the bikini for the first time in history at George at Asda, proving the power of the fashion trend.


440,000 swimsuits have been sold already this month as style savvy Brits opt for alternative poolside chic. Proving to be a summer holiday staple amongst celebrities and shoppers alike, the trend for one-pieces has seen demand for the style increase.


Thankfully for the body-conscious, the swimsuit is the fashion-forward beachwear of choice for celebrity fans such as Kelly Brooke, Ellie Goulding, Rita Ora and Beyonce. A new survey reveals that the practical and flattering one-piece is a welcome addition to the summer wardrobe. Over half of female shoppers disclosed they feel insecure about their bodies in swimwear, with 64% saying their stomach is the biggest problem area on the beach.


Earlier this year as organised shoppers got a headstart on their holiday must-haves, George reported swimsuits outselling bikinis by 2:1.


Buying director Helen Connolly commented:

“This season the swimsuit is unstoppable! George is definitely on the crest of a wave in swimwear trends and we’re really seeing a poolside revolution. Demand is huge for one-piece styles, which is why George has invested design expertise in a huge collection of swimsuits for 2014. They’re practical, versatile, flattering and on-trend… what’s not to love?”


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