Sao Paulo might not be one of the big four fashion cities, but when it comes to swimwear, Brazil is second to none. Brazilians dress for the beach like it’s the red carpet–the suits here are just as glitzy and glamorous as evening gowns, only much (much) more revealing (they don’t call it the Brazilian wax for nothing). Many labels showed last week at Fashion Rio, and more showed this past week at Sao Paulo fashion week.

As one Brazilian fashion writer put it, swimwear is Brazil’s haute couture. Here’s why. (Also if you need any motivation to go to the gym, this is it.)