When Rihanna got a pair of wings tattooed underneath her pert boobs and pal Cara followed suit with 'don't worry' (one boob) 'be happy' (other boob) we couldn't help but wonder (#sorrynotsorry) how they were going to cope with covering their new tattoos up with swimwear?
Turns out we need not have feared for them - because all hail the rise of the under-boob bikini. Yes, really. ASOS's sell-out swimwear trend of the summer is the reverse-cleavage halterneck. Instead of celebrating that plummet down into the breasts, the upper decolletage is covered with fabric, whilst it is the sternum and underside of the breast left bare. (And before you say it, yes it may transiently remind you of Christina Aguilera in her headier days but this is under-boob done in an infinitely chicer way.)
The bikini style emerged after the cross halter style proved so popular on ASOS's jersey tops. 'It seemed natural for us to play that style for swimwear, too,' ASOS's Head Swimwear Designer Deanna told The Debrief. 'It's a style inspired by the 70s trends that we have seen on all the catwalks going into winter.'
As an instantly reactive online destination (they translate high fashion catwalk trends into a high street purchase within weeks) ASOS boasts the innate capacity to incorporate upcoming AW14 trend into their SS14 swimwear - before you've even realised you might be into it. The results of this endeavour has been hugely successful. 'It is, without doubt, one of our top sellers of the season,' says Deanna. The black and white versions of the bikini completley sold out within just a few days, but before you freak out they will be coming back in stock.
Why so popular? 'The ASOS girl has always been a fan of the halter-neck shape and this new silhouette is an extension of that. It's modern, but taps into that retro vintage beach styling,' explains Deanna. And you know what: she convinced me. I snapped up their black halterneck and was riveted by the way the thick fabric pulls my boobs up to uber pertness, whilst the unexpected flash of breast bone makes me feel almost bombastic. It makes me feel like Rihanna- even though I don't have her tattoos or anything at all relating to Rihanna, if I'm honest.
Don't worry if you're not going on holiday/buying any more bikinis this summer, because ASOS have more grand plans for the under-boob celebration. They're keeping schtum, though - so we'll have to guess for now. The new dress cut-out, perhaps? Another unexpected erogenous zone? You'll just have to wait and see.
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Picture: Veloure, Getty
This article originally appeared on The Debrief.