What might explain the craze of wearing bikinis inverted? Given the popularity of bikini tops among Love Island’s female competitors, one could expect a speedy recoupling after a session in the “beauty salon” (presumably Casa Amor’s euphemism for the bedroom).

It’s not just the Islanders, however; the majority of Kardashians have taken selfies of themselves in bottoms-up bikinis, most recently Kendall this week, who wore a yellow string bikini with a self-satisfied grin. Kourtney and Kylie were among the first celebrities to adopt the style when it surfaced last summer.

Fashion brands, including Jacquemus, Asos, and Abercrombie & Fitch, have seized the chance to promote the “upside-down bikini” trend, even though it is not strictly necessary to purchase one. The fashion shopping app Lyst has witnessed a 203 percent spike in searches for the style over the past month, and global demand is up 98 percent month-over-month.

If you are not a Kardashian, an Islander, Dua Lipa, Hailey Bieber, or under the age of 25, though, the appearance might be somewhat puzzling. In a video titled “Make It Stop,” a middle-aged TikToker moans, “I know the world has gone crazy and people are acting incredibly foolish, but surely we haven’t strayed so far from brain function that we’ve forgotten how to put on a bikini?

Antigoni Buxton, one of this year’s Islanders, says that she frequently “flip-flopped” her bikini since it allowed her to display a bit of cheeky underboob. A little amount of underboob with a little bit of a tan line looks very sexy. In addition, she says, “it makes my breasts appear much more attractive.”

However, is the gravity-defying underboob not a high-risk strategy? Buxton is somewhat soothing, stating that all two pieces are dangerous. “There is always a chance that it will fall off if you dive or bomb, but the upside-down bikini is not a greater risk.”

Flora Murray, the Love Island fashion stylist for ITV, adds, “Many designers are creating swimsuits with extra-long ties to allow the wearer to dress it in their way.” Buxton argues that these make the user feel more comfortable, which is beneficial for making a splash. However, it also allows for “flossing” when bikini bodies are cinched around the midsection with long bikini ties.

Additionally, there is a less vain and more meritorious purpose for the upside-down fashion hack: Katy Lubin of Lyst explains, “It is a cost-effective and less wasteful technique to producing new fashion from your old wardrobe.” “It is also eye-catching; unexpectedly wearing something makes others take a second look.” Therefore, the Islanders won.

With Casa Amor complaining about running out of garments, Buxton believes we will see more of this hack. She claims that with the modest triangle two-piece, “you have four bikinis in one.” You can wear it as intended, inverted, inverted with the ties crossed in front, or with the back, bow moved forward.

“That’s excellent, given the nature of rapid fashion and saving money,” she says.