Aunties of China: you never cease to amaze. Known for their propensity to public dance in squares and buy up vast amounts of gold, they may be most famous for encouraging the use of facekinis, a beach accessory used to keep the sun away from their faces.

Since they first appeared in the public eye in Qingdao in 2012, Facekinis have been the talk of summertime in China. But they’ve never really gotten the attention they’ve deserved… until now.

As reported by Sina, fashion magazine CR Fashion Book has published a pictorial featuring the facekini. Photographed at Piscine Molitor, the pictorial centers on the concept that a “deep tan is the enemy”:

While our summer beauty routines are devoted to bronzing, self-tanning, and tan-extending, in Asia, beauty-seekers are more likely to center theirs around lightening and brightening… These beautiful eyes are peering from behind a mask—still enjoying summer, but avoiding a summer glow at all costs.

CR Fashion Book is run by Carine Roitfeld, former editor-in-chief of Vogue Paris. Who knows? Perhaps the facekini is set to take the world by storm.

Related:

• Look Out: The Swimsuit-Matching “Facekini” Is Back
• Netizens Upset at “Blasphemous” Combo of Chinese Opera and Bikinis
• Not Even A Car Can Stand In The Way Of China’s Dancing Grannies

Photos: CR Fashion Book