Swimwear seems to be the new lingerie as far as celebs are concerned. If you're looking to add more strings to your bow, the coolest way to do it is to launch your own range of bikinis and swimsuits. So today's swimwear of the day looks at two of the more successful ventures...

I know I can sometimes be a bit unecessarily mean about Elizabeth Hurley, so to address the balance I will say her swimwear range - Elizabeth Hurley Beach - though ridiculously overpriced,  is stocked with really gorgeous flattering bikinis and swimsuits that perfectly combine sexy and classic. If you're looking for a good quality classic bikini her range may be the place to look. Most of the styles come in a variety of colours and prints, and there's a shape to suit most people. The halter tops are especially good for big boobs, while the more generous bottoms of styles like the June (left) and 'Bella' (right) are a nice change from skimpy thongs and string briefs. Prices average around £50 - £60 (or $80 - $90) per piece. Ouch!

Meanwhile, on the high street it's all about Kelly Brook for New Look...

Models in Kelly Brook for New Look bikinis with Kelly (in a Moschino dress)

Kelly Brook's swimwear range for high street giants New Look is exactly what you'd expect from the curvaceous vintage fan. Lots of cutesy prints, retro frills and body-conscious designs that are created with curvy girls in mind. This range definitely gets the thumbs up from me. At around £8 - £14 per piece, they're well-priced and the quality is surprisingly high. It looks like the Daily Mail agree. In a recent celeb fashion rundown, Kelly's designs got much higher marks than Elizabeth's!

As a bonus, a fair few of the Kelly Brook bikinis are now on the sale rails at about £4 - £6 per piece. You might have trouble finding tops to match bottoms, but mix-and-match bikinis are far more popular now (and very Liv Tyler / Kirsten Dunst) and New Look also do a good range of co-ordinating plain tops and bottoms that'll match with Kelly's prints if need be.