A brief moment in style: Sales of Speedo-style trunks soar in warm weather
By
Tamara Abraham
Last updated at 5:17 PM on 8th June 2010
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.
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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