What really goes on behind the scenes? Industry experts share their knowledge

Ruth Ferguson started her own swimwear label Olga Olsson, named after her intrepid grandmother, after working for labels including Alexander McQueen and Matthew Williamson. It is available online, at Matches stores, and in swimwear boutiques throughout the world. 

Why did you start a swimwear label?
After working in the fashion industry for several years I went to spend some time in Brazil and started making swimwear in Rio de Janeiro in 2010, and it grew from there. I couldn't find any swimwear that was as design-led as ready-to-wear was and I wanted the luxurious quality that you feel with good underwear. 

Do you prefer a bikini or a one-piece?
I like both! It depends. For the beach, I prefer a bikini, but I like a one-piece for a bit of poolside glamour. 

 What’s your favourite holiday destination? 
I always like to go somewhere new. I loved Guatemala, Brazil, Ghana, India, Ibiza, Italy, Sweden...the list is endless! In terms of my favourite beach, I think Cuba probably wins. I studied at the University of Havana for six months,  and I have never swum in water so crystal-clear as in Cuba. You can bike around the island and find deserted beaches and stay in local houses. 

 What are your top tips for looking good on holidays?
Drink plenty of water and use sunscreen! Burnt is never a good look. A good pair of sunglasses – I love Thierry Lasry – and a nice panama hat always help too. 

What’s the one beauty treatment that you recommend before a holiday? 
A pedicure.
 
What do you think of those tabloid terms like ‘bikini body’ or ‘bikini-ready’? 
The tabloid terms are just ways of making women panic about their bodies. I've sold bikinis to women all over the world, and everywhere there are different shapes and sizes. The difference is the confidence – women in Brazil know they look good and they're not all size eight. Confidence is very attractive. Women in the UK are definitely very unhappy with their bodies, and I think the media is to blame a lot in that respect. Rather than diet I would suggest investing in good swimwear – it really does make a difference – and to exfoliate, moisturise, and de-fuzz. That makes you glow. Feeling comfortable in your own skin is key – it will make you relaxed, which will make you smile, which will attract admirers. It's a virtuous circle!