To promote its new line of swimwear, online shopping brand Modcloth had its employees try out the suits.
The aim? Show that feeling confident in your swimsuit is for every body.
Everyone got in on the posing, including Susan Koger, the CCO and founder of Modcloth.
That’s her in the middle!
Koger said they did the shoot in part as a reaction toSports Illustrated’s unrealistic body ideals.
“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.
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.
“Self-acceptance is this finicky idea that’s easy to talk about, yet seemingly such a feat to conquer,” DiClaudio told BuzzFeed Life.
“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.
And this is Samantha Walnoha, one of the company’s customer advocates.
The response from Modcloth’s customers has been overwhelming.
“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.”
“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.”
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