TESS Daly is hoping to make a big splash in the swimwear market – by launching her own cozzie collection, Naia Beach.
A sign that the Strictly presenter was hoping to tess the waters came when she registered the name with Companies House, Britain’s official register of firms, and trademarked the brand.
But 51-year-old Tess will be heading into the deep end of a crowded market, where many a celebrity has swum before.
Kate Jackson takes a look at the showbiz “swimfluencers” and their itsy bitsy teeny weeny money-making bikinis, while fashion writer and stylist Abby McHale give her verdict on the styles.
THE latest posting by the 55-year-old actress, a video of her in a blue bikini, has had more than 700,000 views.
Abby says: “Liz goes for simple designs and classic block colours.”
IN 2013 the 42-year-old singer launched her own cozzie range with Littlewoods.
Abby says: “Her plunging two-pieces and swimming costumes would be great for those with a larger chest.”
Kendall and Kylie Jenner
THE Jenner sisters started the Kendall + Kylie Swim collection with TopShop in 2016.
Abby says: “Practicality may not have been at the forefront of their minds, as their cut-out, strappy one-pieces would leave some very dodgy tan lines.”
ABBEY, 34, created her debut fashion collection for Lipsy in 2018 and last year added swimwear.
A snakeskin print one-piece is for sale via next.co.uk for £12, and a zebra pleated one is £16.
Abby says: “If you want something sexy, this is the range for you.”
THE Voice host Emma, 44, has long had a range with Next, which includes swimwear.
Abby says: “Emma’s range has flattering bikini bottoms and thick straps on your top half — great for giving extra support.”
LOVE Islander Montana, 24, launched her brand Swim Society last year, with bikini bottoms from £12 and tops from £18.
Abby says: “They may look good for a pic, but if you move, you may fall out of these.”
ACTRESS Emily, 29, founded cozzie brand Inamorata in 2017. Her latest pic, wearing a very daring bikini, got 1.8 million likes.
Abby says: “These skimpy sets would barely cover a nipple on normal-sized folk.”
LITTLE Mix singer Leigh-Anne, 29, launched her range In’A’Seashell in 2019.
Abby says: “You can buy the bikinis separately so you can mix and match with different styles of briefs – a clever idea so you can choose the best style to suit your figure.”
THE 33-year-old model has had lingerie and swim-wear ranges with M&S, such as this £39.50 cozzie with slimming panel.
Abby says: “This collection has everything from supportive tops to high-waisted briefs so we can be comfy and stylish.”
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