This summer's swimwear is sartorial equivalent of frying an egg on a hot car bonnet: head-turning, retro and just a little unusual. That's not to say it is light on sophistication: pick your favourites from the bright, plain, checked and printed styles populating the rails right now and you will be choosing from Vilebrequin's classic prints, Orlebar Brown's techy finishes and the elegant style statements from familiar brands like Burberry Brit and Paul Smith.

So whether you are set to dust off your butterfly stroke or just hoping to lounge by the bar on holiday this year, the look is cultured and visually erudite. Teamed with a simple cotton T-shirt (think Sunspel) or a linen shirt (hello Hartford) and your best leather sandals, you will be envy of your sunbathing peers. Now, where's that factor 50?