Bring on the bikini wizards! Department store introduces personal swimwear stylists for every shopper to banish bikini woes forever

Bring on the bikini wizards! Department store introduces personal swimwear stylists for every shopper to banish bikini woes forever

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UPDATED:

14:15 GMT, 6 July 2012

For millions of women, shopping for a bikini is up there with the world's worst shopping experiences.

But If we don't want to hit the beach in last year's faded offerings, we must endure this annual session of retail torture.

Few of us truly enjoy the prospect of stripping off to our undies and trying on skimpy swimsuits before we've got that all-important tan – and the sight of our pallid flesh in the mirror is rarely alluring enough to make us want to splash out on the goods.

Many women find bikini shopping a torturous activity

Many women find bikini shopping a torturous activity

John Lewis have introduced a new bikini shopping service

John Lewis have introduced a new bikini shopping service

So three cheers for John Lewis then, who have launched a swimwear styling service to take the pain out of buying for the beach.

The so-called Beach Chic Consultations will come in the form of a bespoke service offering free one-on-one consultations with John Lewis’ expert lingerie fitters.

The consultants will focus on what they deem to be the all-important aspects of swimwear – the three Cs – cut, colour and confidence.

The consultants will focus on what they deem to be the all-important aspects of swimwear: the three Cs - cut, colour and confidence

The consultants will focus on what they deem to be the all-important aspects of swimwear: the three Cs – cut, colour and confidence

Anna Bray, Swimwear Buyer at John Lewis, says; 'The aim of our Beach Chic Consultations is to help women feel confident in choosing and wearing swimwear whatever their shape or size.

'It’s easy to find the perfect swimwear that fits and flatters, once you know how and we want to help our customers find pieces that they cannot wait to put on and wear on holiday.'

'With expert advice on which styles enhance different body shapes; whether it be lengthening legs or disguising midriffs, the Beach Chic Consultations will ensure women hit the beach with confidence this summer.

Once customers have identified their perfect beach style and fit, fitters will help them tailor their purchases taking in the season’s key trends, whether it be a 1950s-style high-waisted brief, or a flash of fluoro.

The styling sessions will take place in the dedicated lingerie fitting rooms, where the store has made sure there will be a selection of beach and pool side accessories on offer too – the statement 70s-style floppy hats and printed cover-ups that make poolside dressing less daunting.

'Beach Chic Consultations’ will run in the Lingerie Fitting Rooms at all John Lewis department stores from mid-June until the end of August. To book in for a consultation, call your local John Lewis branch.