ModCloth’s New Body Positive Swimwear Campaign Features Real Women in Every Size

Popular online retailer ModCloth is paving the way for body positivity, one swimsuit at a time. And to prove it, they’re using their own employees and customers — of all shapes and sizes — as swimsuit models.

“[The] goal [is] to portray women in a positive way and encourage them to be their best self — beyond size,” the company told Us Weekly in a statement. This marks the second year the brand, adored by Taylor Swift, has featured real women, including its employees.

ModCloth, which pledged in 2014 to never Photoshop its ads, hopes the campaign will inspire people to look beyond the number on the tags. “At the end of the day, it’s not about unreal women and real women — we’re all real women, we all have bodies,” Susan Gregg Koger, cofounder of ModCloth, told Today. “And when we put swimsuits on, we all have swimsuit bodies.”

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Along with the photos and powerful message, the brand is sharing Hot-Tub Roundtable video discussions on its blog, of course featuring the inspired retro swimsuits (which retail from $40 for a pair of bottoms to $99 for a one-piece at modcloth.com), but also honest and transparent conversations about issues facing women, from self-esteem to starting a business.