A regular old two-piece just doesn't wash any more as reality stars and WAGs vie to be queen of the wahey-ves.
These days their cossies and mono-kinis are covered in flowers, ruffles, hoops and straps or piled up with more extras than a branch of Accessorize.
All hail the rise of the blingkini - a totally impractical but fabulous way to wear your swimwear.
Rihanna and Lady GaGa started the craze, stepping out on stage in daring two-pieces designed to cause a stir.


And now the TOWIE girls are getting their swimwear custom-made by blonde Chelce Hall.
The 20-year-old Essex girl was working behind a bar in Marbella when she started designing her own swimwear.
Today she works full time at home with her mum and dad in Chigwell to create made-to-measure pieces, and is branching out into evening wear with her new company By Chelce Designs.
Every bikini is made to measure - usually after a personal consultation - and can take up to four weeks.
Prices start at £65 and go up to more than £200, depending on the level of detail.
Chelce says: "I like being different. I've never wanted to look the same as anyone else.
"I started designing my own bikinis to stand out and soon people were commenting on them and asking me to make pieces for them.
"I've been friends with Lydia Bright for years and she was the first of the TOWIE girls to wear one of my designs.
"After she wore the 'Valentine' bikini, I had hundreds of enquiries - now there's a waiting list.
"Another favourite is the sunflower bikini that Chloe wore at the pool party.
"Flowers are definitely a big trend for the summer.

"But the whole point of my swimwear is that it's different from anything else around, so once I've finished those orders I'll start on totally different designs to keep things interesting and individual.
"I know not everyone gets my designs. Some people would feel really silly in them and think they are OTT. They are meant to be fun but also stylish.
"Anyone can follow fashion but not everyone has style. It takes a certain type of person to carry off the more out-there looks.
"Today, people are dressing up for the day as well as the evening. Your poolside look is just as important as your going out look."
Here, we pick our favourite totally overboard poolside outfits plus show you how to pimp your bikini.
(Main image) CHLOE SIMS... hello petal - but she's no wallflower
LYDIA BRIGHT... the "Valentine" bikini that launched a waiting list


Read more: http://www.thesun.co.uk