When scouring the sometimes intimidating racks of the swim wear section, it’s quite clear fashion over function is what the designers believe we want when going on holiday. Now, with the launch of Pistol Panties ‘Anita’ bikini it’s not just about looking good it’s about being bright and sparkly enough to compete with the sun.

Covered in Swarovski Austrian crystals valuing it at £100 per square centimetre and gold rope connecting the bust with the base, the no doubt beautiful bikini is brightly coloured and has obviously had the greatest care and attention gone into it, which has already brought in Victoria Beckham and Sarah Jessica Parker as fans.

The founder, Deborah Fleming started the company with the intent to make beachwear that made you feel like a superstar. It could be fair to say you have to be a superstar to afford it, but waiting lists have already been set up so as to not disappoint the many who want to and can buy it. Sales of swim wear in general have gone up 33 per cent for Selfridges proving people really do invest in the best and a varied collection of items to go to the beach in and though Pistol Panties sell all over the world, the UK is their best market for sun appropriate wear.

The launch of this very special item is to commemorate not just that surge but the 100 year anniversary of Selfridges. Started in 1909 by American entrepreneur Gordon Selfridge and run by him till he retired in 1940, over the last century, the company has passed through several ownerships, currently in the guidance of Galen Western, making it a family affair with his wife and daughter being heavily involved in the development and growth of the company.

Spreading far beyond its London store, Selfridges provides luxury goods that can always be expected to be a little quirky or rare, and in this case, the Bling-kini is a perfect example.

Words: Alexandra Rochester