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By the early 1940s two-piece swimsuits were frequent on American beaches. Hollywood stars such as Ava Gardner, Rita Hayworth and Lana Turner tried similar swimwear or beachwear. Pin ups of Hayworth and Esther Williams in the costume were widely distributed.
Types of underwear worn by both men and women are identified as bikini underwear, similar in size and revealing nature to the bottom half of a bikini bathing suit. For women, bikini underwear can refer to virtually any tight, skimpy, or revealing undergarment that provides less coverage to the midsection than traditional underwear, panties or knickers. For men, a bikini is a type of undergarment that is smaller and more revealing than men's briefs.
Swimsuits shown in men's wear collections by Giorgio Armani, Dolce & Gabbana or Paul Smith have tended to be black and snug fitting, throwbacks to the designs of the 1930s and '40s, while Gianni Versace's ads with their heroic depictions of Miami bathers in contrast to popular, sports-inspired beach wear—bright and baggy Bermudas or boxer shorts. The Greek designer Nikos Apostolopoulos put a different spin on his bathing suits (for both sexes, but with the focus on the male), making them anatomical creations, cut and stitched to outline the body and its sexual characteristics. Bikini tops for men are seen as an amusement factor.
The bikini has spawned many stylistic variations. A regular bikini is defined as a two pieces of garments that cover the groin and buttocks at the lower end and the breasts in the upper end. Some bikinis can offer a large amount of coverage, while other bikinis provide only the barest minimum. Topless variants may still be considered bikinis, although technically no longer two-piece swimsuits. Along with a variation in designs, the term bikini was followed by an often hilarious lexicon including the monokini (top part missing), seekini (transparent bikini), tankini (tank top, bikini bottom), camikini (camisole top and bikini bottom) and hikini. Since fashions of different centuries exist beside one another in early 21st century, though it is possible to imagine a woman combining a bikini and a 1910 bathing costume.
The bikini is perhaps the most popular female beachwear around the globe, according to French fashion historian Olivier Saillard due to "the power of women, and not the power of fashion". As he explains, "The emancipation of swimwear has always been linked to the emancipation of women." By the mid 2000s, bikinis had become a $811 million business annually, according to the NPD Group, a consumer and retail information company. The bikini has boosted spin-off services like bikini waxing and the suntanning industries.

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