Ever since the heat wave has begun, Britons are heading towards nudist colonies in large numbers in a bid to get all-over body tans.
The British Naturism Foundation said that the number of people contacting its sun clubs and nudist beaches rose from 2,000-a-week to 12,000 as temperatures rose to more than 86F (30C).
"It's been staggering, much more than the usual levels of interest we get. And the rise is mainly through women wanting that perfect tan, particularly the younger generation," the Telegraph quoted spokesman Andrew Welch as saying.
"It's certainly a really surprising response, especially from women who normally tend to be more shy about getting their clothes off.
"But it's a perfectly natural thing - we're happy to welcome them along. The tanning aspect of naturism isn't new as for years we've been welcoming people who want to do away with the white lines," he added.
Welch said that the stigma of nudism was getting diminished with a shift in cultural taboos and open-mindedess about the body image.
"Of course many people still think there is some sort of erotic thrill behind the reason to get naked. And you'll be surprised by how liberating couples say it is when they strip off," he said.
The Invicta Sun Club, near Dover in Kent, is just one of the many woodland 'sun clubs' which has seen a rise in enquiries over the last week.
David Shaw, spokesman for the club, said: "It's certainly gone up and it's no surprise that nationally the numbers are on the rise. On days likes these what could be nicer than stripping off and jumping naked into a nice cold pool."