The Rise Of The Sun Tan

Long before sun-tan lotions were invented - in fact, before the Industrial Revolution - bronzed bodies belonged to manual labourers. To be brown in those days was a symbol of low social class. Pale, porcelain skin was in vogue - mainly because rich people stayed indoors. But as machines began to appear, the working classes left the fields for the factories. As they turned a whiter shade of pale, the rich turned progressively browner: sporting a sun tan meant you had money and could afford a leisurely outdoor life.

By the early 1920's, heliotherapy was all the rage. Daily exposure to sunlight was touted as a cure for everything from acne to tuberculosis. But it wasn't until Coco Chanel charlestoned back from the Mediterranean with a deep golden tan, that bronzed skin become a truly desirable item. By the 30's the sun tan stood for health, wealth and style. Before long, skimpy swimwear appeared, with slim shoulder straps which could be lowered to keep an even tan. And then in the 40's sun-tan lotion hit the market. At that time, it was designed to assist with the basting and roasting, not to protect from the sun. Within ten years, the bikini had arrived on the scene, allowing women's bodies close to total exposure. Then, in the 60's the sun lamp brought the Tenerife tan to your living room - even in the middle of winter.

Throughout the 70's and 80's, the fashion press promoted the sun tan as something to make you look and feel healthier and younger, in the face of a growing body of scientific evidence that it not only leads to deeper-etched wrinkles, but reduces life expectancy too. Increasing awareness of the link between exposure to the sun and skin cancer crept in slowly - aided by growing concern over damage to the ozone layer.

Today, beaches are as busy as ever, though, and while people are generally more careful, the irony is that sales of fake tan products are booming. Pale skin has yet to make a real comeback. In most people's minds, brown is still beautiful.