No, these are not Pussy Riot's holiday photos, they're pictures of Chinese women wearing the latest beachwear must-have – the facekini.

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The masks covering the head are worn by women who don't want to expose their faces to the sun's harsh rays. They are often worn with long-sleeved swimsuits.

Facekinis are particularly popular in the city of Qingdao, where they also protect swimmers from regular algae blooms in the Yellow Sea.

We doubt they'll catch on in Europe, but Nigella Lawson was photographed wearing what the press dubbed a 'burkini' on Bondi Beach in 2011, and CR Fashion Book has just published a facekini-inspired photoshoot, so you never know.