Elizabeth Hurley Turns 60 in Orange Bikini Post

Elizabeth Hurley turned 60 on Wednesday and marked it by showing off her svelte physique in a skimpy orange bikini from her Elizabeth Hurley Beach label. The post doubled as a brand placement and a familiar message from Hurley: age has not changed how she presents bikinis, or how she sells them.

Elizabeth Hurley Beach in 2005

Hurley launched her London-based luxury swimwear label in 2005, and she has repeatedly tied it to a simple pitch: resort clothes should make women feel fabulous at any age. In her own words, she said, "I decided to venture into beachwear not only because I've always been obsessed with vacation clothes, but also because it's an area where women, regardless of shape or size, can either look amazing or really get it wrong. I wanted to develop resort collections which make women feel fabulous at any age".

The orange two-piece she wore on Wednesday fit that line. The bikini top was tied with a twisted knot, the bottoms were low-rise, and she paired it with a straw hat and aviator sunglasses with mirrored lenses while posing in front of a window with her arms above her head and a bottle of Clinique sunscreen in hand.

July 2025 Bikini Advice

Hurley has been unusually explicit about how she stages these photos. In July 2025, she wrote, "The secret to flattering bikini pics? BAN overhead sunlight," then added, "When shooting bikinis, sunrise or sunset are your best friends ? We shot this at 7am… By 8am, I was lounging around in one of my equally flattering @elizabethhurleybeach kaftans, feeling glamorous AND shielded from the lethal sun." That is part styling tip, part sales pitch, and it keeps her brand tied to the image.

She has also made the age argument directly. In 2022, she said, "It's completely absurd if people think they can't put a bikini on and enjoy being on the beach because people might think their body looks too old," adding, "I mean, that's just obscene. It's a terrible point of view."

Age 60, Same Brand Message

Hurley's latest post keeps the business and the message aligned: the bikini is not just a photo op, but a live ad for Elizabeth Hurley Beach and for the idea that age does not close off swimwear. For readers watching how celebrity labels stay visible, the takeaway is straightforward — she is still using her own body, her own captions, and her own product to make the case.