Surprisingly adequate, modest swimwear is becoming a lot more popular with young women nowadays. While still a niche marketplace, it has grown enough of a consumer base for even the biggest names in water apparel manufacturing to take note, such as premium storied labels like Speedo and Dolfin. But why modest swimwear? It looks an odd selection, given the nature with the aquatic environment. What is modesty, and why has it turn out to be so essential that even young women would pick to inconvenience themselves in the seaside or the pool, a place that has traditionally been sensual and also hedonistic? How is it feasible to fully enjoy oneself in a water-based environment without feeling unencumbered, anyway?