Who would've thought that facekinis — those terrifying ski masks worn by many Chinese beach-goers — would one day make waves in the fashion world?

The brightly colored masks were first spotted on Chinese beaches in the summer of 2012 and have since become a common sight. They cost around $2.50 and are the stuff of nightmares.

They're especially popular among middle-aged Chinese women seeking to protect their skin from sun damage.

Beauty standards vary around the world, as we know. While some folks head to the beach for a tan, these ladies consider fair skin a sign of wealth and attractiveness. And the facekini proves they'd rather look ridiculous than bronze.

The #facekini is a thing in China. Influenced by #SpringBreakers? Do I even want to know? http://t.co/pfQaEcT47Z pic.twitter.com/clAAE05aXR — Brad Wilke (@jbwilke) October 15, 2013

Facekinis have been mocked on social media, and it's easy to see why. But at least one fashion editor reckons they could be the next big thing.

Former Vogue Paris editor Carine Roitfeld has just published a photo shoot of models wearing facekinis and some very expensive swimsuits in her magazine, CR Fashion Book.

“While our summer beauty routines are devoted to bronzing, self-tanning, and tan-extending, in Asia, beauty-seekers are more likely to center theirs around lightening and brightening,” the editorial reads. “A tan does not signify a chic trip to Capri, but it could mean hours of hard labor spent out in the harsh sun."

#Chinese Dama make great contribution to fashion again! Do you know #facekini? Come and find your #style! pic.twitter.com/WoFZJn2jzs — EastSunnet (@Eastsunnet_) August 15, 2014

Okay, so maybe facekinis look just as weird in a high-end fashion magazine as they do on a beach.

But there's at least one reason to hope that facekinis go mainstream: skin cancer.