GET your suncream on and your pasty bits out – and slip into some celeb swimwear.
Today marks National Bikini Day and we are already getting our two-pieces out ahead of this weekend’s scorcher.
But this year celebs are way ahead of the game and already cashing in on our love of the humble ʙικιɴι.
Some have even released their own cozzie companies while others have collaborated with existing brands.
From Lizzo’s body positive suits to Love Island’s Montana Brown’s sustainable swimwear, finance expert Gemma Godfrey takes a look at the savvy stars and their swimwear.
Montana Brown – Swim Society
Love Island star Montana Brown might not have found love in the villa but she did come up with a business idea for recycled ʙικιɴιs.
She had just completed an economics degree before her season in 2017, so it’s no surprise she spotted a gap in the market while sunning herself with contestants.
Last year Swim Society landed a six-figure funding injection so expect to see more cozzies from Montana.Gemma said: “By focusing on the clothing item worn the most on the show that made her famous, Montana is cleverly catering to the interest of her fan base, to sell ʙικιɴιs and build her business”
Kate Hudson – Fabletics
Actress Kate Hudson’s yummy mummy athleisure wear brand this year launched its own swimwear line.
The Almost Famous star, 43, co-founded the chain in 2013 and now has a 20 per cent stake in the £413million ($500million) business.
Last year she took a step back from being the face of the brand to take up an advisory role – as well as being an ambᴀssador for WW.
Gemma said: “Kate has created a consistent brand focused on the wellness market, while testing the demand for different products, from supplements to distilled drinks.
“Her activewear brand Fabletics has grown exponentially, and while she’s still paid for partnering with other brands, she savvily prefers to promote products from companies she owns.”
Emily Ratajkowski – Inamorata
Model Emily Ratajkowski, 31, rose to fame for starring in Pharrell Williams and Robin Thicke’s Blurred Lines video.
The video led to a successful modelling career and garnered Emily 29.4million Instagram followers.
So when she launched the ʙικιɴι line Inamorata in 2017, her eager fans saw that the items sold out in 24 hours.
In addition to her fashion line, last year she released her memoir My Body.
Gemma said: “Emily has made money by taking back ownership of her body.
“From her book, to the swimwear company she co-founded, Inamorata, she has converted her social media followers into customers.”
Abbey Clancy – F&F at Tesco
She’s not just a pretty face, Abbey Clancy has shown her business nous by designing a range of sustainable swimsuits for Tesco.
The 70s-inspired range also has inclusive sizing going up to a size 22 and has made Abbey’s company worth £700,000.
The model started partnering with Tesco’s clothing label F&F last year – with a clothing line modelled by her kids.
Meanwhile, Gemma believes this could be the start of a Clancy-shaped empire.
She said: “Abbey has moved from modelling to supermarket partnership deals, with her Tesco swimwear range.
“She’s also not putting her eggs in one basket, by profiting from a growing portfolio of properties.”
Candice Swanepoel – Tropic of C
South African model Candice Swanepoel has already posed for Victoria’s Secret Angel swimwear range and even for the Kardashians.
These gigs helped the 33-year-old become the 8th highest earning model according to Forbes – earning £2.7million (£3.3million) a year.
She piled her profits into swim range Tropic of C in 2018, which she also modelled.
Gemma said: “The Victoria’s Secret model knows the secret to making the big bucks.
“She commanded high fees on the catwalk and has taken this to the bank by modelling her own swimwear line to her large social media following.”
Gigi Hadid – Frankies Bikinis
Model Gigi Hadid caused a storm when she posed in matching Frankies cozzies with daughter Khai last summer.
The green sets sold out immediately, according to owner Francesca Aiello, a school friend of Hadid’s.
Now this year Hadid has designed her own range for the brand, beloved by a host of celebs like Kendall Jenner and Hailey Baldwin.
Gemma said: “Gigi is very savvy to now profit from her pull with the public. Helping to sell out products that she has collaborated on will be far more financially rewarding.”