STYLE

Target Releases Body-Positive Swimwear Campaign Featuring 'Real' Women

06/12/2015 04:10 EDT | Updated 06/12/2015 04:59 EDT

We all know the difficulties of finding the perfect swimsuit -- trying on a bathing suit or bikini in store can be a dreadful experience, especially when we're bombarded with images of stick-thin models donning the styles.

Well, Target recognizes this struggle, and wants to help.

For its latest swimwear campaign, the mass retailer is taking steps to put forth a more inclusive representation of women's bodies by using "real" women with an array of body shapes and sizes to model the pieces.

Aptly named "Target Loves Every Body," the campaign features bloggers Nashelly Messina, Nikki Minton, Sarah Boyd and Chante Burkett modelling a selection of one-pieces and bikinis. But these ladies aren't just modelling the swimwear -- they had a say in the design process, expressing what they looked for in a swimsuit.

target loves every body

In the accompanying campaign video, stylist Zanna Roberts Rassi speaks to the ladies about their desires and concerns about their figures. But rather than assigning women a style that masks their assumed flaws, Roberts Rassi asks each woman to first identify her own favourite physical attribute before revealing any features she may feel less comfortable with.

"We know there is no 'one suit fits all' and wanted to help women feel confident this summer and empowered to try different styles, no matter their size or shape," a Target spokesperson told BuzzFeed Life.

"By partnering with real women that represent a range of body types and working with someone with a deep knowledge of styling and fashion like Zanna, we wanted to … inspire women to discover that Target has a suit for every body type, every style, and every size, and you won’t need to pay a lot for it."

This campaign is a step in the right direction for Target, who recently faced backlash for its exclusion of plus-size clothing in recent designer collaborations. But "Target Loves Every Body" along with the launch of its new AVA & VIV line hopefully means the retailer will continue to support body diversity in fashion and retail, and that others will follow suit.

You can check out more of the campaign images below:

Target Loves Every Body Campaign

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