The burkinis, which is a swimwear originally designed for Islamic women to protect their modesty, are soaring in popularity among British non-Muslims.
The swimwear, which was first worn by Nigella Lawson on Sydney's Bondi beach two years ago, is now gaining popularity among British non-Muslims, who are keen to cover up their curves or protect their skin against the sun, the Daily Mail reported.
Burkinis are lightweight outfits made of Lycra and nylon that leave only the hands, feet and face showing and were originally imported from Turkey and Morocco before London-based companies Modestly Active and Modestkini started with its production.
According to Ismail Sacranie, sales and marketing director at Modestly Active, though first few years were a hard struggle, but over the past two years sales have grown between 300 and 400 per cent.
Kausar Sacranie, chief executive of Modestly Active, who designed Lawson's burkini, said that she wanted to design something differentm which was comfortable and good to wear.
She revealed that Lawson's endorsement of the burkini on Bondi in April 2011 was a turning point for her firm and is now gaining lot of popularity. (ANI)