Lara Bingle's still got it, says Speedo as it launches its Beach Summer 2010 ad campaign. Picture: Simon Lekias Source: Supplied

Lara Bingle, wearing an itsy-bitsy bikini, will lead Speedo's summer blitz, while brunette supermodel Nicole Trunfio wore a sexy one-piece from Megan Gale's new Isola label at last week's David Jones fashion parade.

Not to be outdone, Seafolly has again recruited blonde stunner Jessica Hart to market its latest collection for the lucrative summer retail season and Jennifer Hawkins will star in the campaign for her own label, Cozi.

Despite Bingle's recent spate of bad publicity, Speedo had no hesitation signing on the Sydneysider for a second season.

"She's a beautiful girl and she really does embody that outdoors, Australian beach girl," marketing manager Tiffany Scott said.

Ms Scott refused to comment on whether this year's campaignn, which was shot in December last year, would be Bingle's last with the brand, saying that was "a conversation that needs to stay in place internally".

She said having a famous face attached to a brand was a trend right across the swimwear market.

"It definitely is a trend at the moment to use faces to support brands, so to be in a competitive arena then that's something that needs to be considered," Ms Scott said.

Seafolly ambassador Hart, 24, has aspirations to one day create her own swimwear designs.

"I always have good ideas about what I might be able to do with swimwear, but I'm just trying to take one thing at a time," she said.

Gale's new swimwear line, Isola, made its debut at the David Jones parade last Tuesday and will go head to head with Hawkins' latest Cozi collection.

Ms Scott said Speedo hasn't ruled out hiring a personality to design a range with the label.

"It's something that gets discussed because it's something that's happening in the marketplace quite frequently," she said.