Ski masks become sea masks in Qingdao

Two women wear "facekinis" at a beach in Qingdao. Huang Jiexian / for China Daily

While not as attractive as the sexy swimsuits from which it takes its portmanteau - quite the opposite, arguably - the "facekini" is intended to preserve women's good looks.

But it has drawn a great deal of looks, too, as the ski-mask-like balaclavas used by swimmers in Shandong province's coastal resort city Qingdao has recently captured stares globally.

The nylon or cloth swimwear is meant to block the sun.

Locals say they trace back up to seven years. But nobody has patented them.

They're believed to be a DIY solution to water's magnification of sunrays by the city's middle-aged and older women.

Facekinis are now mass produced as protection against not only the sun but also to repel jellyfish and mosquitos. They retail for 15 to 40 yuan ($2.50-6.50).

They're sold nationally online but are especially prevalent at the 21 swimming beaches that crest Qingdao's 731 kilometers of coastline.

Women who wear them also often don full-body suits to fend off sunburn and even tans. In China, light skin is venerated.

Beijing native Li Ming says: "They look like special forces or marines on a landing operation. Or maybe like spiders either way, they're awesome but hilarious."

Local swimmers like 60-year-old Liu Chuanfang believe their utility rises from the frequency with which their users hit the beach.

"I've lived here my whole life and can't live without the ocean. I swim before breakfast, and after lunch and dinner. I believe the facekini is a must to protect me from three hours a day of bright sunshine."

The unusual masks have uncovered new questions about Chinese aesthetics.

Qingdao Evening News columnist A Zhan says: "It probably won't last and become real fashion because young girls tend to show their beautiful faces in the water. Those wearing them are retired women who swim every day. Others won't go to such extremes for protection."

Netease Dot Com's fashion channel compares facekinis with mask-themed runway shows by big shots like Maison Martin Margiel, Sibling and Alexander Macqueen.

"It looks like modern Chinese women are also perusing this kind of fashion," the article declared.

A Qingdao surf-side facekini vendor, who only gave her surname Zhang, believes the masks will appeal to the rest of China and the world.

"It's very economical and more effective than sunscreen," she says.

"People love it. Who wouldn't?"