The mercury is soaring, and with record-breaking temperatures becoming the new norm, Britons are turning to an unexpected hero: the sun umbrella. Gone are the days when these personal shade providers were relegated to rainy days; they're now a staple for beating the heat. Luxury brands like Burberry and Hermès are even repositioning their high-end brollies as year-round essentials.
Austrian Grand Prix attendees have been spotted using umbrellas to shield themselves from scorching temperatures, while fashion weeks in Paris and Milan provided large umbrellas to protect models and guests from the blistering sun. Brian Diffey, a University of Newcastle dermatological sciences expert who invented the UVA star rating for sunscreens, says an umbrella acts as a significant heat reducer by providing immediate relief from direct sunlight.
As sales of traditional rain umbrellas continue to rise, specialist anti-UV brands like Blunt are capitalising on the trend with models that block over 99% of harmful ultraviolet rays. But Diffey stresses that most umbrellas offer comparable UV protection, roughly equating to a factor 3 sunscreen – although he advises opting for an umbrella with a tight weave for maximum heat reduction.
Umbrella shops like James Smith & Sons in central London are witnessing a resurgence of demand for sun umbrellas, particularly those with frilly designs. This marks a revival for an accessory that was popular in Victorian times but fell out of favour, now finding renewed relevance in Britain's increasingly hot climate – perfect timing for summer events like weddings.