ModCloth’s Chief Creative Officer Susan Koger (middle) posing with two employees of the brand
To promote its new swimwear line and body diversity, the employees of online clothing retailer ModCloth decided to model its swimsuits.
Whether skinny or curvy, they gamely posed in the latest designs in a show of unity for loving and feeling confident in the skin you’re in.
Even ModCloth’s Chief Creative Officer Susan Koger got involved, saying that the shoot was also a rebuttal to Sports Illustrated’s unrealistic body standards.
“We’re providing a counterpoint. We want women to see these photos and feel good,” she told BuzzFeed.
Merchandise copy editor Christen DiClaudio said she felt empowered by participating, adding that it signalled an acceptance and recognition of her beauty.
The brand has received overwhelming support from customers on social media, with many saying how they identified with the staff.
Check out more images from the shoot below.
[via BuzzFeed, images by ModCloth]