# Steamy Spa Shoots ES Swimwear Launches its Hot New Collection By John Ibbitson | Published 2012-02-04 | Naughty Source: Trend Hunter, https://www.trendhunter.com/trends/es-swimwear References: [gay.net](http://www.gay.net/brief/2012/02/01/brief-swim-team) & [gay.net](http://www.gay.net) In this strikingly sexy campagian for the new 2012 line of ES swimwear, the collection of [sporty, barely-there styles](https://www.trendhunter.com/trends/lacoste-swimwear-collection) is showcased by ruggedly masculine models who just happen to be enjoying a spa day with one another. Black and white-striped [swim briefs](https://www.trendhunter.com/trends/beams-and-speedo), along with with olive-toned ones, are just a couple of the steamy styles you'll see modeled in the saunas of this racy campaign -- assuming it's the collection of swimwear you are looking at that is. However, if you haven't seen enough of the line after perusing through these images, ES also has a video that will let you see what your swimsuit looks like when it gets wet. So if you're looking for a way to keep cool at the beach this summer while staying *hot*, then consider wearing less with some pieces from the [ES Swimwear line](https://www.trendhunter.com/trends/new-swim-collection). ## Trend Insights (Trend Hunter) - Score: 6.7/10 - Popularity: 95% | Activity: 99% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Naughty](https://www.trendhunter.com/naughty) ## Key Themes ### What's Driving This Trend - **Steamy Swimwear Campaigns:** Opportunity for brands to create bold and provocative ad campaigns that push the boundaries of traditional swimwear advertising. - **Sporty, Barely-there Styles:** Potential for fashion brands to design and market swimwear with minimalistic and athletic-inspired designs that appeal to both men and women. - **Virtual Swimwear Try-on:** Disruptive innovation opportunity for technology companies to develop virtual platforms that allow consumers to digitally try on swimwear before purchasing. ### Who This Affects Most - **Fashion:** Opportunity for fashion brands to capitalize on the market demand for bold and sexy swimwear styles. - **Advertising:** Opportunity for advertisers to create attention-grabbing campaigns that challenge societal norms and generate buzz. - **Technology:** Disruptive innovation opportunity for tech companies to develop virtual reality or augmented reality systems specifically for try-on purposes. ## Related on Trend Hunter - [Stylish Holiday-Ready Apparel](https://www.trendhunter.com/trends/bain-de-minuit.md) - [Streetwear Label Expansions](https://www.trendhunter.com/trends/ksubi-unveils-kswim.md) - [Versatile Sleek Swimwear Designs](https://www.trendhunter.com/trends/dandy-del-mar.md) - [Men's Summer Swimwear Capsules](https://www.trendhunter.com/trends/vilebrequin-x-joel-mesler.md) - [Italian Swimwear Capsules](https://www.trendhunter.com/trends/oseree.md) - [Celebrity Swimwear Collections](https://www.trendhunter.com/trends/swim-line.md) - [Stylish Beach-Ready Swimwear](https://www.trendhunter.com/trends/new-swim-collection.md) - [Wellness Focused Swimwear](https://www.trendhunter.com/trends/bathing-belle.md) - [Print-Focused Swim Lines](https://www.trendhunter.com/trends/fioretta.md)