Target’s Body-Diverse Swim Campaign Is A Game Changer

Photo: Courtesy of Target.
No matter your body type, the process of finding the perfect swimsuit is rarely an easy one. Photoshopped models flaunting bikinis in ad campaigns set us all up with unrealistic expectations — and that's before we're even faced with racks of strappy things or changing-room mirrors. Target has just made the process a little more friendly — and way more empowering — with its new Target Loves Every Body swim campaign. Rather than casting sample-size-only swimwear models, the brand has enlisted bloggers like Nashelly Messina of Fabulatina, Nikki Minton of My Style Diaries, Simply Stylist's Sarah Boyd, and Chantè Burkett of Everything Curvy and Chic to show off the line of bikinis and one-pieces. The body diversity isn't the only thing setting this campaign apart: Instead of taking the one-kind-fits-all approach, Target highlights the best swimwear to flatter any shape and size. In the video below, stylist Zanna Roberts Rassi helps each woman identify her favorite physical feature and her most challenging styling area. Then, she helps pinpoint the cuts that flatter each specific shape.

Target may have had a rocky relationship with the plus-size market in the past, but thanks to campaigns like these and its new AVA & VIV line, the retailer is acknowledging women of various sizes in a way that we all deserve. As Messina tells BuzzFeed, “I’m actually shocked that we’re still talking about these types of campaigns as ‘innovative.' And of course this one is, and that’s because not enough companies like Target are doing this.” We only hope more retailers follow suit. (Buzzfeed)

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