Victorian retailer Swimwear Galore has launched a 'body positive' campaign for summer.
Partnering with the Body Image Movement, the aim of the campaign is to shake up the swimwear industry with five new bodies of summer.
Hailing from all across Australia, Swimwear Galore’s faces and bodies of summer are young and old and range from anywhere between a size 10 – 20.
Helen Bairstow, Emilie Rohan, Hannah Smoorenburg, Krystal Menzel and Mikayla Wain have been selected to front the campaign.
Swimwear Galore co-owner Caz Skudar said the brand chose to change tact with their images after becoming frustrated with the way swimwear is marketed by the wider industry.
“With an influx of flawless photoshopped images taking over social media feeds in the lead up to the warmer months, the swimwear industry is often guilty of perpetuating the bikini body myth," she said.
“For years we’ve provided Aussie women with swimwear that looks and feel good. This year we’re taking the next step and throwing out the rulebook by highlighting everyday Australian women in our marketing, in-store and social media, because we believe that confidence is the best look of all."