Face-kini

Fair skin has always been the rage in China, but some local residents are going to extremes with a new trend. Dubbed the Face-kini, these horror movie/robber-esque getups ensure the ultimate protection from the rays:

People are even including kids in the act:

Not everyone is keen on the look, and it is so new residents have to ask each other about the meaning of the masks. It isn’t uncommon to see fashion patterned face masks in Asia to help ward off choking down lungfuls of smog, but is head gear a bit extreme?

Once relegated to the crafty DIYer, facekinis are now being sold on the beaches to trendsetters for up to the equivalent of $4 USD per mask. Conspicuous and fashionable consumption indeed.