ModCloth Cast Its Employees And Customers In Latest Swimwear Campaign

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While online retailer ModCloth is probably best known for its vintage-inspired fashions and boho home decor, it's also quite clear that the company takes inclusion just as seriously as putting their own spin on the hottest new trends.

For their latest swimwear campaign, ModCloth decided to skip the traditional casting call and instead shine the spotlight on their employees, customers and a few women entrepreneurs in the fashion industry to create one of their most stunning shoots yet.

Friday 🐠 face. #modcloth #swim #💋

A photo posted by ModCloth (@modcloth) on

Some of the models selected include transgender fashionista and comedian Riley Silverman, Amina Mucciolo of Studio Mucci and Samantha Kuntz of Whurl.

"All women — regardless of their size or measurements — deserve to be celebrated and seen in mainstream representation," Susan Gregg Kolger, ModCloth's chief creative officer and cofounder, shared with Refinery29. "We need to move past judging women by their bodies. Being 'real' is having substance and showing your true, authentic self."

But it isn't anything new for the brand to be inclusive of all women, regardless of shape or size.

Back in 2014, ModCloth pledged to stop using Photoshop, and last year the company decided to combine their plus-size section with their main line to make it all one collection (because, duh). The San Francisco-based brand also shared that they've used their employees in campaigns before, and whenever possible, casts from their community.

Aside from their newest swimwear campaign, ModCloth is also launching a new video series, titled 'Hot Tub Round Table,' where women entrepreneurs in fashion have some blunt conversations about their business, representation and body positivity.

We can't wait to see what they'll be up to next!

What do you think of ModCloth's latest swimwear campaign? Let us know in the comments below!

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