It started about 100 years ago with the promotion of proper conditions for the preservation of health, but nudism, as practised on France’s Atlantic coast, has since turned into a multimillion-euro business. "You’ve got to use your brain before you drop your clothes in public," says Jean-Michel Lorefice of Euronat, a 300ha resort at Grayan-et-l’Hopital in the south-western Gironde region.