Yet another contribution from one of our readers. Even today, an advertisement featuring fun at the beach would show scantily-clad, happy, beautiful people. The image is not only a throwback from a different time, but demonstrates the Swedes’ reputation for a relaxed attitude about the human body. Often overlooked is the fact that there is a perfectly pragmatic reason for leaving young children unclothed: it saves money. The clothing industry makes a fortune convincing people to buy appealing but appropriately modest swimwear for their toddlers and children just to replace them the next year.