February 26, 2015
Helping Women Feel Good About Their Bodies In Bathing Suits
Modcloth Employees Modeled Its Swimwear Collection To Promote Body Diversity
“We want women to see these photos and feel good.”
BY: Julie Gerstein
Courtesy Modcloth
The aim? Show that feeling confident in your swimsuit is for every body.
Courtesy Modcloth
Everyone got in on the posing, including Susan Koger, the CCO and founder of Modcloth.
Courtesy Modcloth
That’s her in the middle!
Koger said they did the shoot in part as a reaction toSports Illustrated’s unrealistic body ideals.
Courtesy Modcloth
“We’re providing a counterpoint. We want women to see these photos and feel good. See them and think, I can totally rock that swimsuit!” she told BuzzFeed Life.
Courtesy Modcloth
That’s Anthonia Persad, one of Modcloth’s customer advocates, BTW.
Here are Christen DiClaudio, merchandise copy editor, and Leigh Ferraro-Cetra, visual merchandise stylist, rocking out in polka dots.
Courtesy Modcloth
“Self-acceptance is this finicky idea that’s easy to talk about, yet seemingly such a feat to conquer,” DiClaudio told BuzzFeed Life.
Courtesy Modcloth
“It took a few minutes in front of the camera to realize that by participating in this campaign, I was actually agreeing to recognize and acknowledge my own beauty,” she continued. “It was a powerful moment that completely changed me for the better.”
This is Leigh Ferraro-Cetra, Modcloth’s visual merchandise stylist, modeling.
Courtesy Modcloth
And this is Samantha Walnoha, one of the company’s customer advocates.
Courtesy Modcloth
The response from Modcloth’s customers has been overwhelming.
Courtesy Modcloth
“Social media blew up with accounts of customers who identified with one of us,” said customer advocate Ingrid Taller, posing on the far right. “‘I’m like the blonde!’ or ‘I’m the redhead!’ showed up on Facebook and Twitter threads.
“We saw the need for our representation,” Taller continued, “and I think it’s safe to say we were right.”
Courtesy Modcloth
“When is the last time a woman looked at a swimsuit campaign and it made her smile? Like, a real, genuine, feel-good smile?” said Koger. “That’s what we wanted to do.”
Courtesy Modcloth
Courtesy Modcloth
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