Elizabeth Hurley marked the run-up to summer with a new bikini photo on Wednesday, posing in a skimpy orange two-piece from her own Elizabeth Hurley Beach label. The 60-year-old stood in front of a window with her arms raised overhead, wearing a straw hat, mirrored aviator sunglasses and holding a bottle of Clinique sunscreen.

The image fits the look Hurley has made part of her public brand for years: polished, revealing and carefully staged. She launched her London-based luxury swimwear label in 2005 with the stated aim of making women feel fabulous at any age, and she has repeated that message in interviews and on social media, saying it is absurd to suggest women should stop wearing bikinis as they get older.

That age-inclusive line has always sat beside something more practical in Hurley’s posts. Earlier this month, she told followers her number one bikini-photo tip was simple: lie down, stretch out and wear sunglasses if they want to look their best, even in harsh overhead light. In July 2025, she pushed the same idea further, writing that the secret to flattering bikini pictures is to ban overhead sunlight and shoot at sunrise or sunset, ideally before the day gets hot.

The contrast is part of what makes the new post travel. Hurley is not just presenting bikini wear as something women can claim at any age; she is also offering a playbook for how to make that claim photograph well. In a 2022 interview, she called the notion that women should not wear bikinis because their bodies look too old “completely absurd” and “a terrible point of view,” language that matches the confidence of her latest image and the care behind it.

What remains open is not whether Hurley will keep posting. She almost certainly will. The bigger question is which image of her public persona draws the most attention next: the swimwear entrepreneur, the model who treats age as irrelevant, or the self-appointed guide to making a bikini shot look just right.