By Tamara Abraham
They have long been consigned to fashion's hall of shame, but Speedos, much to
the dismay of the fashion police, appear to be making a comeback.
Usually limited to professional swimmers and flamboyant Italian Romeos, retail
experts have reported a 400 per cent year-on-year increase in online searches
for the brief mens' swimwear.
The trend appears to have been building momentum for a couple of seasons,
though with a wash-out summer last year, perhaps there was less opportunity to
indulge.
Department stores John Lewis and Debenhams, both said they had enjoyed strong
sales of tight men's trunks since Daniel Craig wore a La Perla pair as James
Bond in 2007, and a spokesman for John Lewis said that the recent high
temperatures had boosted sales by 21 per cent compared with last year.
David Beckham and Prince William have also been seen wearing Speedo-style
trunks - but so have Steve McFadden and James Corden, proving very efficiently
that it's not a look for anyone who spends less than three hours exercising a
day.
Oh no! It's the return of the Speedo: Those tiny pouches of straining nylon
are all the rage again. Look away now ladies, says JAN MOIR
It is perhaps the reason why Alton Towers banned the snug swimwear from its
park last year. A spokesman said at the time: 'We feel this small brief style
is not appropriate for a family venue.'
But Britain's men are not the only ones planning to leave little to the
imagination this summer. Price comparison website Ciao reported that women
appear reluctant to be left behind in the skimpy swimwear stakes as online
searches for bikinis have increased by 100 per cent.
Thankfully, Britons seem to be making some effort at getting their bodies
beach-ready, as self-tanning and hair removal products are also in demand.
A spokesman for the site said: 'Everyone wants to look their best on the beach
and clearly Brits have never been prouder to get their kit off.
'People are buffing themselves up so they are tanned and smooth from top to
toe and are celebrating by looking for the tightest, tiniest and most
revealing swimwear out there.'
The tight brief swimwear is named after Australian brand Speedo, which came up
with the design in the Thirties.
The company also designed two-piece bikinis, which were banned throughout the
Thirties and Forties by Australian beach inspectors for being too shocking.
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