They can be wrapped and draped around the shoulders of those long dresses, many of which, Day laments, have short-sleeves.
"You see girls wearing fabulous cotton scarves in the summertime," Goodkind says. "There's this whole trend with scarves and shawls that goes with the whole trend of wearing UGG boots, even in the summer."
And the trend brings cover to the delicate decolletage, or neckline, "where the skin gets crinkly, and it's hard to fix," Day says.
Chon says, "Women often forget to apply sunscreen to their necks and the "V" of their chests, so that's a fashion right now that is kind of a good one for us."
No bathing suit is a match for the sun's penetrating ultraviolet rays. But a one-piece at least covers the stomach and midriff and, depending on the style, the lower back and other areas where it's hard to apply sunscreen.
"It's one-piece glamour," Goodkind says. "You get better coverage from the sun, and one-pieces cover a multitude of sins that bikinis don't."
It looks as if designer Norma Kamali, who brings a line of one-piece swimsuits to Wal-Mart in June, some carrying $20 price tags, might just give a whole new twist to the phrase less is more.