ModCloth, we salute you

We are huge believers that everyone can look fabulous in their swimwear, in fact one of our favourite lines is ‘if you have a bikini and a body then you have a bikini body.’ So we were truly delighted to see American retailer ModCloth send such a beautifully positive message to the world.

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Image taken from ModCloth.

In aid of their new swimwear line, which is gorgeously retro themed and designed by Esther Williams, ModCloth presented a challenge to the norm and used nine of their own employees, including the founder of the company, Susan Koger, pictured below.

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Image taken from ModCloth.

Inspired by Sports Illustrated who decided to use ‘plus-size’ model Robyn Lawley in a swimwear campaign earlier this year, ModCloth present their swimwear modelled across a range of different body shapes and silhouettes and ones which are much more familiar to most women.

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Image taken from ModCloth.

We could not be more excited about this great message of body acceptance and seriously hope that it has an effect on the thousands of beautiful girls who still feel absolute dread when the word swimwear is mentioned. Susan Koger explains ‘if there’s one message I’d like women to take from our campaign, it’s that our bodies are diverse and that’s a wonderful thing, not something to be ashamed of’, and that is a message Kini Swimwear are one hundred percent behind.

Georgie Morris

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