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Trendy sun protection clothing? Yes! It's here and it's here to stay!

Posted on 15 December 2016

Honeybell Waterwear Designer Womens Rashie with UPF50+ Sun Protection

Fashionably sun safe!

From breezy culottes and comfy lounge pants with graphic prints, retro cat-eye and tortoiseshell sunnies, to the oversized Capeline hat (don’t panic the fedora craze is still sweeping Australia), and stunning one-piece swimwear, it is clear that sun protection is the latest trend hitting our beaches this summer.

Okay, I may have been overstating a little there. Sun protection may not be the latest trend hitting our beaches (yet). However, we are making a HUGE step in the right direction thanks to the athleisure explosion.  Yup, you read that right – our athleisure obsession is making us sun safe.

Athleisure is single-handedly shifting our idea of the classic ‘Aussie’ look away from sexy sun-kissed bikinis babes to empowered strong and sporty women.  Even the term ‘bikini body’ is now a little controversial, for many this now represents an ideal we love to hate.

This is no mean feat.  The cancer council spends millions on education and advocating sun safety. Yet two in three Australians will be diagnosed with skin cancer by the time they are 70, making skin cancer the most common type of cancer in Australia.  Sadly, these scary statistics surprise most people. It is also surprising to learn that skin cancer is also one of the most preventable forms of cancer, with 95-99% of skin cancers caused by exposure to the sun.

And don’t just take my word on the impact the US$270 billion athleisure industry has had. Retailers in the northern hemisphere reporting a rise in sales of one-pieces and Victoria’s Secret have closed their ‘swim’ line, which was predominately skimpy bikinis, to make way for their expanding athleisure offering.  My prediction is that by summer’s end in Australia, we’ll be hearing reports mimic our North American friends.

So, my challenge to you is this: ditch the sun-kissed look and embrace the paste.

With love,

Annaliese

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