KEY POINTS:
When it comes to looking great this summer, how can something sarong... be so right?
The great body panic is in full swing, as flabby thighs, jiggly arms and beer bellies hit the beach after winter hibernation.
Although the harsh glare of public scrutiny can be disconcerting
for many, image consultant Susan Axford says there are ways to cover up your lumps and bumps - even in a bikini.
The use of "diversion tactics", such as sarongs, kaftans and jewellery, can work wonders for distracting the eye away from problem areas.
"Sarongs have never been so right," says Axford. "They can be alluring, versatile and can hide a few secrets.
"Or you can learn how to tie them so they expose your great legs or cleavage and you'll turn into a beach sex goddess."
But for those who do not feel quite so goddess-like - think the dreaded "muffin-top" that crept its way on to your waistline over winter - stylist Jackie O'Fee says finding the right bikini or swimsuit is key.
She says flat-chested women should go for swimsuits with padding and ruffles to add "oomph" and those with bigger busts need enough support to lift everything up.
And if you've got a tummy you hate, try the Miracle Suit, which claims to make women look 4.5kg lighter.
"It's fantastic and I often put a lot of my larger clients in them," says O'Fee.
"It makes everything look tighter and flatter because there is a construction underneath the top that lifts the boobs up and flattens the tummy - it basically holds everything in."
For men, the problem of flabby guts and man boobs is slightly harder to conceal, but both Axford and O'Fee agree that tight, small Speedos are to be avoided.
"Even if you have the buffest body on the beach, avoid Speedos," says O'Fee. "Get boardshorts that work to your proportions.
"For example, if you are a shorter guy you need a shorter leg above your knee, and if you've got a tummy go for a flat, wider waistband that is the same colour as the rest of your boardies - not white."
And to top off a great beach look, Axford says there's nothing wrong with using a bit of fake tan. "But it must be applied well - no orange streaks," she says. "Always exfoliate before applying and if you have a cool skin tone don't go too bronzed or yellow-gold."
But if you are really fearful of showing your body on the beach, you can fake confidence by putting lots of effort into your overall appeal.
"The perfect tan, the head-turning sunhat, fashionably large sunglasses, pouting bright lips, a fun necklace, jewel-studded sandals and fuschia or bright green toenails are good diversion tactics," says Axford.
"If you know you look good, you'll feel good, so work out what you want to cover up and take the plunge and reveal your best assets."
Itsy bitsy nervous summer
Looking at Tracey Small, Rachel Middleton and Claire Starkey you wouldn't think they'd have any problems stripping off at the beach in summer.
All three go to the gym or jog to keep fit, but say no matter what they do they always feel that sense of fear the first time the bikini surfaces after winter.
Starkey, 22, says she "automatically" tightens her tummy muscles at the thought of summer at the beach, but doesn't let it put her off having a good time.
"When the realisation that it's summer finally hits me, my reaction is usually one of excitement," she says. "[But] the minute I think about bikini shopping, I automatically suck in my stomach."
Thanks to finding flattering swimwear for her shape, Small is not too concerned about donning the dreaded bikini she's worried more about being bronzed.
"I am a fully fledged tanorexic [and] I only ever fake tan because I'm fair-skinned," says the 23-year-old. "You always feel out of place at the beach when you are fair-skinned. Bikinis are always scary but there are a lot more flattering swimwear options and cover-ups that it makes the transition from winter trackies to beach babe a lot easier."
GYMS BOOMING
Gym membership is booming as Kiwis ignore the economic climate to be fit and healthy for summer.
Fitness industry umbrella group FitnessNZ chief executive Richard Beddie says the industry is "recession-proof" - getting fit is generally cheap "entertainment" and people desperately want to fight the flab for summer.
Many gyms reported membership growth of between 5 and 10 per cent year on year, he said.
Others are growing by about 3 or 4 per cent.
During the warm season people tend to join a gym because they start thinking about changing activities, going to the beach and wearing less clothing, which can be a daunting, says Beddie.
TOP BEACH TIPS
If you've got...
1. A flat chest: Wear a padded bikini with frills and ruffles - anything that will give the illusion of a bigger chest.
2. A generous bust: Wear a swimsuit with a deep V-neck, or an underwired bikini top for support.
3. Big bum and thighs: Balance this out with a strong neckline and detail on the top half of your bikini. Or cover up with a sarong.
4. A big tummy: Wear a one-piece swimsuit, or a kaftan over your bikini.
5. A boyish figure: Add curves by choosing a print and large curves in the cut - avoid the square-cut boy-styled pants.
Men should avoid Speedos and wear boardshorts with a wide waistband if you have a belly. Short guys steer clear of long shorts.