BOURNEMOUTH beach was chosen as the backdrop for a campaign to convince older women there is no such thing as a bikini age.

A poll of European summer style commissioned by online retailer isme.com revealed how British women are considered the biggest beach prudes, with a staggering 78 per cent admitting they hate baring their bums and tums.

To help boost their beach confidence and prove that you can be an older woman and still look like bikini goddess Ursula Andress, a group of over 50s models from Bournemouth braved the wind and rain to pose in their swimsuits and bikinis.

They were joined by fashion guru Brix Smith-Start, best known for her starring role in Gok Wan’s Channel 4 show, Gok’s Fashion Fix, and her two pug dogs Pixie Minnie and Gladys, who teamed up with the ladies for the photoshoot next to the pier.

The TV presenter said: “We can all look fabulous on the beach, no matter what our shape, size or age, and shouldn’t be scared of stripping off in front of our European neighbours. “There is no such thing as a bikini age. Look for swimwear with panelling to control a midriff or with a skirt to cover your bum and don’t forget the accessories, a big straw bag, oversized sunglasses and a chunky necklace can all help draw attention to areas you’d love to flaunt. “We can all take inspiration from glamorous Helen Mirren, Kim Cattrall and Sharon Stone in their bikinis.” Just 15 per cent of British women rated themselves as stylish on the beach and more than half admitted to picking boring, practical swimwear. The average British woman has seven bikinis and swimsuits, takes 30 minutes to an hour to choose one and spends nearly £90 per year on them. Unsurprisingly the biggest consideration when picking a swimsuit was to cover up wobbly bits, followed closely by feeling comfortable. Looking sexy and sophisticated came at the bottom of the list.