The ugly-looking tan lines could soon be history - thanks to the efforts of a swimwear firm which has invented "tan-through" bikinis.
Because of tiny holes in the material, sun worshippers can get an all-over tan but without having to get naked.
The microscopic holes let 80 per cent of UV rays, which cause the skin to darken, to pass through.
The bikinis are made from a stretchy yarn described as "a chicken wire mesh material". They are see-through when held up to the light.
The Tan Through range was created by Staffordshire-based Kiniki, reports The Telegraph.
A swimsuit bought direct from the company's website costs 34.30 pounds while all other items are 17.43 pounds.
Kiniki owner John Walker, 58, said: "They are selling like hot cakes. We only officially launched four weeks ago but we cannot keep up with demand at the moment."
He added: "We have a disclaimer saying customers have to put on a sensible level of sun block. We recommend that you put the same sun protection on underneath the swimsuit as you would on the exposed parts of your body.
"Customers have to be responsible because the fabric does let the light straight through."