To celebrate the start of summer, Mango Melbourne has launched a campaign for Victorian-retailer Swimwear Galore that throws out the rulebook – because every body is a bikini body.
Partnering with the Body Image Movement, the aim of the campaign is to shake up the swimwear industry and throwing out the myth of the ideal ‘bikini body’ with their 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 are baring their ‘imperfections’ and encouraging other women to do the same.
Co-owner of retail group Swimwear Galore Caz Skudar says 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,” said Caz.
“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.”
Credit list:
PR: Mango Communications
· Amanda Sheat – Head of Communications
· Darcie Naughton – Senior Account Manager
· Nadine Lee – Account Coordinator
· Anna Yates – DDB Group Senior Copywriter
· Rebecca Morris – DDB Group Senior Art Director
Swimwear Galore
· Caz Skudar – Co-owner
· Laura Griffin – Online Content Manager
Production team
· Dave Blake – Photographer
· Sami Simper – Stylist
· Valentina Todoroska – Hair & Makeup
· James Lanchester – Videographer
