Now THIS is a message we want our daughters to see more often.

Target is the latest retailer to change the way it advertises beach bodies in a new swimsuit campaign featuring a diverse set of models in ads that haven’t been digitally retouched, shares Upworthy.

It is so awesome to see retailers realising that body shame isn’t what customers want to buy and they need to adjust their campaigns accordingly.

No Photoshopped curves, no air-brushed stretch marks — the ads feature women enjoying the beach just as they are.

“We loved working with these women because they embody confidence and inspire women to embrace and be proud of who they are, regardless of their size or shape,” Target explained in a statement.

“Target is committed to empowering women to feel confident in what they wear by offering a variety of style choices.”

“It was important to us to use photography that represented their true beauty without filters.”

As Upworthy said, “the more the fashion industry realizes every body is a beach body, the better off we’ll all be.”

This is the message we need youth to hear and see more and more. Promote body positive no matter the shape and size.

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We have shared previously how great Target is at being diverse in their recent campaigns.

Will this make you shop at Target more often?


Share your comments below.

  • lol what a great message! real women represent! i like seeing a real figure


  • They may be a size 12 or 14 but they are still damn hot women with perfect hair. Nothing realistic there. Its not a win until they haven’t shaved their armpits in 3 weeks and they have snot in their hair.


  • Yes, ok, so we should see real women. But I don’ t really agree with the way in which they are doing it.


  • I love this! About time real women in all their shapes sizes and colours are portrayed in advertising campaigns. It’s these women who will be shopping at Target after all


  • Well done Target. Females need to be made aware that not everybody has the “perfect” body, most of us genuinely have something we wish we could change. Other people porably take no notice of our “flaws”. Find one person who genuinely doesn’t have any. I don’t mean the imagined ones.
    It will be interesting to see how long other companies follow what will probably become the trend.


  • It certainly is about time ! and although I applaud Target for this move I am sure their sales will increase because of it.
    All in all though TARGET well done!


  • finally! I wonder if it has any effect on sales?


  • A catalogue and pictures that every day women can relate too – well done!

    • Like the swimsuits in this catalogue too.


  • Good on Target,the photo’s look fantastic!


  • It is about time! We are all different shaped and sizes and all have different theories on what makes a person beautiful


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