US vintage inspired clothing brand ModCloth is no stranger to using everyday women in their own campaigns. Just last year the curve friendly retailer was the first to back the Truth In Advertising Anti Heroes Pledge, which supported the ban on photoshopping. They also started their own #Fashiontruthrevolution body positive campaign, where staff shared their untouched images through social media.
Now the popular apparel brand is going one step further by using its own employees as models. Fronting the swimwear campaign are women of all shapes and sizes, sending a powerful message in support of all body types.
The collection features pretty polka dot bikinis to retro halter neck swimming costumes, combined most importantly, with genuine smiley people with bundles of self confidence!
“If there’s one message I’d like women to take from our campaign, it’s that our bodies are diverse and that’s a wonderful thing, not something to be ashamed of.”
Hopefully this campaign will promote self acceptance and push aside the pressures we face through the media – that the tanned, airbrushed images we have grown accustomed to are not real – diversity and a healthy mind is really what matters!