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John Lewis embraces 'staycation' chic

By Lucy Hutchings on Wednesday 6 May 2009

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John Lewis SS09 swimwear campaign

Tropical beaches, turquoise clear seas and palm trees are typically the staples of your average swimwear shoot, but not at John Lewis this season.

Ditching the Bahamas for Blackpool, the high street giant has embraced the credit crunch, and celebrated the growing trend for British 'staycations'.

The bikinis might all still be present and correct, but rather than styled with kaftans and flip-flops, they come teamed with Wellington boots, rain macs and warming cardigans – the perfect wardrobe for UK seaside breaks.

And it's not just the ad campaign tailored to the great British summer. John Lewis's holiday collection was compiled with Brit breaks in mind.

Peter Ruis, Director of Buying, Fashion at John Lewis, commented on the collection, 'This season, we included a significant number of items in our summer collections specifically to work for holidays at home in the UK.

John Lewis-crop

'We selected colourful cardigans from brands including Jaeger and Reiss, chosen to work well with our 50s' inspired swimwear to create the perfect 'beach twinset'.'

Dubbing the look the 'Britwave,' Ruis hopes the range will appeal to those eschewing breaks abroad, in light of the weak pound, for stay at home holidays.

And though John Lewis may be preparing for the worst, the collection launches as the MET office has announced that the UK has a high chance of enjoying a dry, hot summer. Better ditch the brollies for the bikinis!