This flattering swimsuit style is loved by Holly Willoughby and Kim Kardashian

With every swimwear label branding their pieces 'the most flattering ever', it can be hard to know who to trust. Surely one style can't be universally flattering?

We thought so too, until Fabulous spied a rise in the amount of 'scrunch' swimsuits and bikinis on the beach this season.

Originally brought to the masses via cult swimwear label Hunza G, the high street wasn't far behind with everyone from ASOS to Topshop and Pretty Little Thing jumping on the trend.

23 one piece swimsuits to consider before you pack your suitcase

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By Georgia Trodd

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Championed by some of our favourite celebs, everyone from Holly Willoughby to Emily Ratajkowski and Kim Kardashian have shown their love for the super-stretchy folded fabric.

But it's not only the rich and famous who have been lapping up the look. Our Instagram feeds are currently flooded with pics of everyone from micro-influencers to our pregnant friends sporting the designs.

Take a look at some of our favourite examples below...