The image of Natalie Brossard, a professional diver from Wisconsin, in a long-sleeved swimsuit and swim pants, has become a powerful symbol of a fundamental shift in beach culture.
Once, bikinis were the ultimate icon of seaside beauty — but today, stars like Anne Hathaway are championing a new full-coverage swimwear paradigm. This isn’t just a fleeting fashion trend; it’s a scientifically backed response to a 30% increase in melanoma cases over the past two decades.
According to the American Cancer Society, UPF 50+ certified swimwear blocks up to 98% of harmful UV rays, while even SPF 100 sunscreen offers about 99% protection — and a person dies from melanoma every 52 minutes.
Today’s designs prove that modest swim fashion can be stylish. Extra-wide 30-centimeter brim hats, high-neck rash guards, and chlorine-resistant bodysuits made with smart fabrics blend function and beauty. Dark colors like navy and black, which provide better UV protection, are paired with modern geometric patterns. Even luxury brands like Tory Burch have launched dedicated sun-protective lines. Dr. Ellen Marmur, dermatologist at NYU, emphasizes: “A regular T-shirt has only UPF 5, while specialized swim clothing acts like permanent SPF 100.”
This cultural shift is not limited to the West. Saudi Arabia recently hosted its first-ever swimwear fashion show — a groundbreaking event in a country where, just a decade ago, the abaya was mandatory. Moroccan designer Yasmina Qanzal’s one-shoulder swimsuits by the Red Sea pools marked a striking social change in line with Vision 2030. Meanwhile, the “Sardinia Girl” trend on platforms like TikTok, with fish-print handbags and seashell accessories, adds a playful twist to the movement.
Despite a 40% rise in adoption, full-coverage beachwear faces real challenges. UPF 50+ swim clothing can cost up to three times more than regular swimwear, and improper washing with fabric softener can reduce UV protection by up to 50%. Some pools and beaches still ban full-coverage outfits, though activists are pushing to remove these restrictions.
The future looks bright: by 2028, about 65% of swimsuits are expected to carry UPF certification, and fabrics with integrated UV sensors will become the new standard.
Beyond the numbers and technology, this is a redefinition of women’s relationship with their bodies. Beauty today is no longer about risky tanning but about smart self-care. As Natalie Brossard says: “My full-coverage swimwear isn’t a limitation — it’s freedom to swim in the lake without fear of cancer.” This revolution, blending science, fashion, and social awareness, is transforming protective swimwear into a new symbol of women’s empowerment.
wsj