ModCloth’s Amazing Body Positive Swimwear Campaign


Oftentimes, swimwear is modeled and marketed to women of only certain sizes, but ModCloth is changing the game. The indie retro-inspired store looked to their own employees and some of their social media fans to model swimwear for their latest campaign. They aimed to have a diverse group of women and change standards of beauty.

“I want to show other people like me that it’s okay to look like me and love your body,” ModCloth founder Susan Gregg Koger remarked. She continued, ‘Women are so much more than their measurements. Our goal is to represent women for who they are—confident, intelligent, and fun. We strive to continue to positively portray women by recognizing their capabilities and contributions, regardless of their size, and inspire body positivity across the spectrum.”

ModCloth also does not photoshop their images and releases their content completely air-brush free.

“If we want the conversation to change,” Koger added, “We have to be a part of it.”

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