Meanwhile, the kind of shorts typically associated with surfers or lairy dads by the pool were seen on cool girls at last August’s Copenhagen Fashion Week, paired with blazers and heels in a profound aesthetic mash up. For Chanel’s resort show, staged in Los Angeles last year, ombré sunset tweeds, mesh board shorts, leg warmers and swim tanks all featured in Virginie Viard’s tribute to the famed Venice Beach and all the subcultures, including surf ones, that call it home.

Let’s not forget though that the ultimate fashion girl, Carrie Bradshaw, did it first – wearing board shorts twice in Sex and the City when she was nowhere near a beach. And the shadow cast by Barbie clearly isn’t going anywhere fast.

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Then there’s the shell jewellery. Which, while nothing new – shells were used in prehistoric jewellery made from found objects – has moved beyond the puka shell necklace of your eighth-grade surfer boy crush into the world of fine jewellery. The likes of celebrity favourite London jeweller Jessica McCormack have incorporated shells into recent collections and so too French jewellery Goossens, which last year collaborated with luxe swimwear label Eres.

Australian fashion designer Emma Mulholland, founder of the bright and high holiday vibes fashion label Em on Holiday, says she’s always loved the surf culture aesthetic –especially board shorts.

“I love board shorts – they are so nostalgic to me. Having grown up in Australia, they were always a popular option among surfers and teens. I’ll always love vintage surf wear prints and colour combinations, and think it’s exciting the style is having a resurgence,” she says.

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This time around though, Mulholland says she will style them in a more elevated (and office-ready) way. “These days I would go for a slightly longer pair and would wear them with a crisp blouse or tee with some cool sandals so they don’t look overly beachy,” she adds.

A colour enthusiast, Mulholland uses plenty of prints in her designs, including hibiscus flowers and pops of neon. She hopes the surf wear trend will make people consider looking on the bright side.

“Hopefully the resurgence of surfwear brings colour back into wardrobes,” she says. “I think the style becomes modern when you take it away from the beach and style them in a more dressy way.”

As for how to get the look, Mulholland’s most important piece of advice is to relax. If you’re not actually at the beach, then you’re channelling beach vibes.

“Don’t take it too seriously,” she says. “Find pieces that you like and mix back with things you own in your wardrobe. Experiment with nostalgic prints and colours, find some shells on the beach and make your own jewellery.”