We don’t often do swimwear in the UK – one might say we aren’t built for it, and when it happens, the results are often… painful. It takes a rare kind of hardiness to stand the temperatures, as this chilly looking model demonstrates, and it takes as much courage to design them as wear them. But of course, when the UK does it, it does it in the kind of deviantly unorthodox style that we’re famed for. Step forward Sarah Reader and her new Brit label Project 104, which has just launched a line of extremely individual cozzies.

Reader’s astonishing collection, My Body, My Shrine (and its accompanying kitschy lookbook), is a tongue-in-cheek look at the body beautiful, shrines to excess rather than asceticism. As a former competitive swimmer, one might expect the designer’s limited edition costumes to be all po-faced techno-fabric affairs, but the garish and humorous prints painstakingly created for the 104 individually numbered outfits will mark the wearer out for her sense of fun rather than low lap times – just as likely to be barflying by the pool as butterflying in it.