BIKINIS are outselling one-piece costumes by a staggering seven to one, according to figures released by Bradford-based digital department store Freemans.

In total, 82 per cent of swimwear sales this year have been for two-piece costumes, while traditional bathing costumes account for just 12 per cent of customer purchases.

The figures also show sales of cover-ups and kaftans have dropped to under one per cent of all beachwear, as more women dare to bare.

Fashion experts say the bikini boom is primarily being driven by women aged 45+, who are feeling empowered by the body positivity movement and keen to embrace and celebrate their figures irrespective of age on social media.

Linda Quinn, Freemans.com chief merchandising officer, said: “Traditionally women felt pressure to ditch the bikini as they got a little bit older.

“The good news is that now women of all ages and shapes are embracing the freedom a two-piece costume brings.

“They’re loud and proud and keen to don the brightest prints and colours to look good by the pool, the beach and on their ‘socials’.

“It’s more welcome evidence that the so-called outdated ‘fashion rule book’ is being torn up or ignored. If what you wear makes you feel great – go for it. Age is no barrier.”