2018 New You Beauty Awards - Powered by OmegaXL

ModCloth Uses Own Staff in Swimsuit Ad

By Ashley Hume
Posted On May 01, 2016
ModCloth Uses Own Staff in Swimsuit Ad

We all know that swimsuit bodies come in all shapes and sizes. Popular online fashion retailer ModCloth reinforced this body-positive message with their latest ad campaign, featuring “real women”, including their founder Susan Gregg Koger and several members of their staff, sporting the latest trends in swimwear.

For the second year in a row, the e-retailer chose to forgo using professional models in their advertising. They drew upon their community, using 13 women of all shapes and sizes in their photo shoot, to encourage shoppers to embrace their figures with confidence when hitting the pool or the beach.

On their company blog, ModCloth stated, “Our goal is to represent women for who they are — confident, intelligent, and fun. We strive to continue to positively portray women by recognizing their capabilities and contributions, regardless of their size, and inspire body positivity across the spectrum.”

ModCloth addressed the struggles that many women face when it comes to living up to the “ideal” standards for the perfect body. They said on their blog, “Everywhere you turn in the media, you’re confronted by a famous female grappling with size scrutiny.”

“From Lena Dunham being lauded for daring to wear a romper while-not-a-size-2 to Amy Schumer’s post-Glamour-plus-size-issue declaration that “these labels are unnecessary and reserved for women,” every day we are bombarded by uninvited judgments of women’s bodies.” They commended their community members and models for stepping in front of the camera to prove “women are so much more than their measurements.”

Founded in 2002, ModCloth specializes in vintage and indie-inspired clothing. Two years ago, they became the first fashion company to sign the “Heroes Pledge For Advertisers”, a petition against the use of Photoshop and airbrushing in ad campaigns.

The ModCloth message is that confidence looks great on all of us. So don’t be afraid to take off that cover-up and enjoy swimsuit season.