But now the first 'made-to-measure' suits have gone on sale, which the designers promise will flatter and support even the most voluptuous of figures.
The range is the brainchild of Laura Rattray, a former lingerie designer.
New made-to-measure swimsuits include (from left) the bust shaper suit for those with a fuller bust; the waist smoother design for an hourglass figure and a tummy and hip sculptor suit for pear-shaped women
Working with researchers from London's Hammersmith Hospital, she scanned the bodies of 5,400 'non-athletic' women to discover how measurements have changed since the first suit was designed in the Fifties. They found the majority British women fit into one of three categories - hourglass, pear-shaped and top-heavy.
Mrs Rattray, who has worked for Marks & Spencer, said: 'Rather than look at what is already available and come up with a lookalike product, we've gone out and found out what shape women are now.
'General Fifties' patterns - still the blueprint for most swimsuits - are based on the hourglass shape when women were coming out of rationing. There has been a huge change since then.'
The research by Speedo, which has designed the Shapeline range, shows just 19 per cent of today's women fit the curvaceous Fifties' ideal.
For these women, typified by TV presenter Kelly Brook, it has created the hourglass suit, which nips in at the waist.
Almost half - 49 per cent - were found to be pear- shaped, or 'bottom-heavy', like that of singers Jennifer Lopez and Beyonce.
Their swimsuit, the tummy and hip sculptor, smooths out lumps and bumps below the waist, and draws the eye towards the upper body.
The remaining 32 per cent have fuller busts and bottoms - like Dancing On Ice presenter Holly Willoughby - and would be best off in a bust-shaper swimsuit that gives extra lift and definition.
Almost 50 per cent of women fit into the hourglass shape, which Jennifer Lopez is famous for
Women with figures similar to Kelly Brook would be suited to the hour glass swimsuit
Women with fuller busts and bottoms - like Holly Willoughby - may find the bust shaper ideal for their body
A spokesman for Speedo said: 'Wearing a swimsuit is the nearest thing to being naked in public, which is why it is so important to invest in one that not only feels comfortable but accentuates your assets.
'It's the nearest thing to made-to-measure swimsuits.'
Joy Parkes, 58, a 'bottom hourglass' from Ilkeston in Derbyshire, said: 'Rather than regretting what I haven't got, I now celebrate what I have.
'My tummy and hip sculptor suit is very flattering and does what it is supposed to do. It makes me feel glamorous.'
Just as essential, the Lycra suits also work well in the water, with some swimmers claiming the control panels help keep their legs raised, leaving them less tired.
But at £100, they cost more than twice the price of a standard Speedo suit.
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