Source: Target

Target has made my entire life with their most recent bathing suit ads. Have you heard about the untouched ads? No Photoshop (you heard me) no airbrushing out the stretch marks or crow’s feet no adding sparkles to the eyes or trimming the thighs. The photos in this swimsuit campaign show a variety of the real humans that will be shopping for swimsuits this spring. Real skin, real shapes and sizes.

In a shoot for its new swim line, Target is my hero for taking a logical stance and not inundating me with size zero models splayed out on the beach in a drop-dead-gorgeous bathing suit that my upper half can’t fit and my lower half laughs at me for even thinking about trying. The photos, which debuted Thursday in a press release, are being lauded for featuring a wide range of ethnicities and body types — and above all else for boldly ditching Photoshop entirely.

Can we take a pause and look at the range of suits? OMGEEEE a two-piece that doesn’t make me look like I’m a member of the YMCA synchronized swim team!! Plus-size (which just means you don’t wear an A cup) offerings that aren’t limited to that one-piece with triple thick straps; instead, intricate crisscrossed detailing, vivid bright colors, prints and cutouts are readily available.

Source: Target

This is a great move for Target, which has steadily been making its swimwear offerings more inclusive over the past several years. This is just another step in this inclusion. Back in 2015 Target launched a campaign called “Target Loves Every Body,” with the main goal being to “bring the fun” back to swimsuit shopping for women of all sizes. Bring back fun is great but there is also a business strategy here. When Aerie stopped photoshop-ping its ads, for example, sales spiked 20 percent. The other reason is less scientific – maybe just maybe people want to buy swimsuits that were genuinely designed with them in mind. We send you cheers of Thank You Target. What are your thoughts from Under Your Brim?