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.

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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.

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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.

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

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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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