In a reversal of Victorian attitudes, having a suntan was increasingly associated with a healthy lifestyle.
In 1937 the Sun Lounge opened in Hastings - one of the first buildings with purpose-built sunbathing facilities for holidaymakers.
The craze for tanning also led to fundamental changes in swimwear – and the exposure of more flesh.
Among men trunks became increasingly popular, although some resorts insisted that vests were still worn. Women’s suits became more figure hugging, shorter and even backless.