Above image: a reportedly "unretouched" Selena Gomez in a La’mariette X Selena Gomez bikini.
Summer fashion is here, and brands are going off the deep end for size inclusivity. Recent launches focus on body-positive messages, hoping to ease people back into the social swim with bright colors, expanded size ranges and reminders that summer is about more than craving flat abs.
The biggest splash comes from the new Flex Park line from Adidas X Ivy Park, backed by Beyoncé. There’s also a bright new collection from La’mariette featuring a Selena Gomez collaboration. And actor Demi Moore stars with her three daughters in a new campaign from Andie, a hot D2C brand.
The Adidas campaign asks “How do you Flex?” in ads that feature swimsuits in weight-lifting scenes rather than at the beach. The campaign doesn’t feature the singer herself -- much to the consternation of her 191 million Instagram fans -- but it does star familiar faces like Kristen Noel Crawley, actor Quincy Taylor Brown and body-positive model Tabria Majors. Notably, the Flex Park collection runs from size XS to 4XL.
And in this summer of self-conscious re-entry, singer Selena Gomez delighted her 243 million Instagram fans with photos of her in suits from the La’mariette X Selena Gomez collection. In bright purple with pops of neon, the collection launched over the July 4th weekend.
What's drawing the most oohs and aahs, especially from the fashion press, is that the photos appear to be unretouched -- an act of extreme bravery in the world of swimsuit modeling.
And Andie, another inclusive swim line, just rolled out a new campaign with actor Demi Moore, lounging dockside with daughters Scout, Tallulah and Rumer Willis.
Shot by fashion photog Cass Bird, the “Together” campaign encourages people to rejoice that they can now spend time with friends and family.
Moore is an early investor in Andie. The D2C brand is a favorite for its inclusivity, offering swimsuits in sizes 0 to 26, based on the results of a user-friendly digital fit quiz. The company says that since 2019, it’s grown 100%.
Andie also says the digital campaign will also expand to include a Demi Moore billboard soon.
And speaking of billboards, our favorite new way to make a splash in swimsuit marketing comes from Dubai.
Adidas, working with Havas, has reportedly created the world’s first liquid billboard. The Drum reports that the 11,500-gallon effort -- based on research showing that just 12% of women in the United Arab Emirates are comfortable wearing a swimsuit at a public pool or beach -- invites them to dive in and swim.
Supporting Adidas' first full-coverage collection, released last month, of swimwear that includes neck-to-ankle coverage, ads encourage women to “surrender to the water.”