Rip Curl has launched a new online interactive bikini Fit Guide, using its own staff as models. 

Forming part of the brand's 'Summer Looks Good on You' campaign, the new tool aims to "take the stress out of trying on bikinis in a real-life changeroom." 

Using the feature, customers choose their purpose for the swimwear – surf of beach – and then view six rotating in-house models of different shapes and sizes and select a body type that most reflects their own.

Once selected, users can choose the type of top and bottom styles that they prefer and are then offered a range of products that suit their choices.

Rip Curl senior swim designer Natalie Bortolotto said the tool forms part of a larger strategy for the brand. 

"The Fit Guide came out of a desire for our customers to see more of themselves in our products and advertising. 

"We thought, 'why not start with our team, and put ourselves – the real people behind the brand – out there?'" she said. 

The launch of the bikini fit guide complements Rip Curl's expansion into wider size ranges and cup sizes. 

This move will be reflected in the brand's imagery, with the website soon be updated with more models and athletes of diverse shapes and backgrounds to show customers the Rip Curl collections in a broader range of sizes.

The brand has also committed to representing a more inclusive and diverse group of athletes and ambassadors in its advertising going forward.

Speaking on the Fit Guide, Rip Curl athlete and World Surfing League's number 15 ranked surfer, Brisa Hennessey said the choice of activity helps to narrow down the swimwear choices. 

"I think the hardest thing is finding one that compliments not only your body type but to find the perfect one to fit the activity will you use it for. 

"The Fit Guide really fixes that problem," she said.

According to Rip Curl, the Fit Guide is already gaining traction in the Australian, USA and New Zealand markets. 

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