The store’s name is somewhat of a misnomer, if only because there are so many non-essential pieces worth snapping up. Seafolly leads the pack in terms of flattering fashion, from ’70s track shorts to colourful rollover waists—styles that “don’t create the ‘muffin top’ effect,” quips co-owner Mary-Ann DiMuzio. Black and white is a big trend, but lest you think “boring,” the newest arrivals are decor-inspired, with damask prints and paisleys providing an enticing twist. (Complimentary fittings also help.) Suits bearing studs from Michael Kors add an injection of St. Barts, while Studio by Shan is oh so Monaco. Whereas one-pieces with plunging necklines are arguably sexier than any bikini, cotton board shorts with girlie ribbons are adorably aloha.