Move over Millennials, the most confident beauties at the beach this season may be over the age of 40. A reader panel survey of more than 1,400 women over the age of 40 conducted by More magazine and Lands' End found nearly half (47 percent) of respondents have gained swimsuit confidence with age, admitting they feel most confident in a swimsuit since turning 40-years-old. Healthy swimsuit attitudes are further echoed with nearly all (95 percent) participants stating women over 40 can truly look and feel fantastic in a swimsuit.

    "Forty-something body confidence is in," says Regina Haymes, Fashion Director of More magazine. "These results reconfirmed what we already know about our readers -- these are unquestionably poised, self-assured women who are confident about who they are."

    While fewer than 10 percent fully embrace wearing a swimsuit, 60 percent of survey respondents stated they really don't mind it and deal
with it in stride. Seventy-one percent of those surveyed have learned the key to confidently wearing a swimsuit is to maximize the good parts and minimize the rest.

    "We are not surprised women are confidently embracing just how great they can look at any age while wearing a swimsuit," said Tara Ellef, senior vice president of merchandising, Lands' End. "While swimsuit assurance may come with age, it may also result from over twenty years of swimsuit shopping experience. We've found over time women come to better understand which swimsuit styles and fits will best flatter their body shape."

    Swimsuits to Fit and Flatter

    For almost nine out of ten survey respondents (88 percent), a flattering fit is the most important factor when selecting a swimsuit. Nearly half (46 percent) of survey respondents described their body shape as a rectangle, while one-third of respondents (34 percent) felt they had a triangle or pear-shaped body. To complement and balance these body types, more than half (51 percent) of survey respondents considered one-piece swimsuits and 40 percent considered tankinis as the best suits to address the swimsuit anxiety zones, including minimizing tummy (45 percent) and hips (30 percent).

Other interesting survey findings from the More/Lands' End survey include:

    -- Taking a Pass on Perfection -- When it comes to wearing a swimsuit, 79 percent would rather be unselfconscious with a perfect swimsuit attitude than be self-conscious with the perfect swimsuit body (21 percent).

    -- Sophisticated Swimsuit Styles Rule -- More than half of respondents (57 percent) want to look stylish in an elegant and sophisticated way; 35 percent want a sporty suit that performs well; five percent crave a sexy, attention-getting style and three percent long for the latest trendy pieces.

    -- Not Under the Knife -- Three out of four respondents (75 percent) would rather have a custom-designed swimsuit than receive complimentary plastic surgery to achieve a fantastic swimsuit look.

    -- Searching out a Suit -- Almost one-third (32 percent) of those surveyed stated they usually can find a suit they like, but it might take a little longer than anticipated.

    -- Why Buy? -- The number-one reason, according to 46 percent of survey respondents, to purchase a new swimsuit this season stems from the need for a better-fitting suit.  Thirty-one percent of respondents will purchase a new swimsuit because their body has changed, 30 percent are looking for swimwear for a specific occasion and 29 percent seek to update their style.

    -- Options, Options, Options -- Respondents are looking for options in swimsuits. In fact, overall design style and size options ranked very important to six in 10 respondents (60 percent), while about half of all participants stated their swimwear purchase is significantly influenced by bra support, quality fabrics, coverage and tummy control.

    -- Sizing it Up -- While a "better fit" is the number one reason for buying a new suit (46 percent), just one in four (25 percent) actually take measurements and reference size charts; most use bra size to determine swimsuit size (52 percent).

    About More

    Launched in September 1998, critically acclaimed More magazine is the only lifestyle publication that celebrates women in their 40s and 50s. Designed to make today's 40+ women look and feel better than ever, More features successful women who are still turning heads and making news. Each issue covers beauty and fashion shown on models who are over 40, and More's articles on health, relationships, travel, and money are angled toward a seasoned, sophisticated audience. More is published 10 times a year by Meredith Corporation. Its circulation of 1.1 million reaches a readership of 4.4 million. More was named 2006 Magazine of the Year by Ad Age and also landed on the publication's "A List" of Top 10 magazines in 2003 and 2005 and 2007. Also, Adweek named More to its 2006, 2007 and 2008 "Hot List" and Media named More the "Best Women's Lifestyle Magazine" of 2004. Visit http://www.more.com.

    About Lands' End

    Lands' End(R) is one of the world's largest merchants of casual and tailored clothing for women, men, children and infants around the world.  Lands' End merchandise can be purchased online at http://www.landsend.com, by calling 1-800-800-5800 and by visiting the Lands' End Shops at Sears. The company is considered America's swim headquarters with swimsuits to fit and flatter every body. Lands' End is a proud member of Sears Holdings Corporation (Nasdaq: SHLD). All high-quality Lands' End merchandise is Guaranteed. Period.(R)

Learn more about women's swimwear.