weekday unveils diverse swimwear campaign

Swedish fashion store Weekday showcases new swimwear collection, modelled by real women.

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On Friday afternoon, Swedish fashion store Weekday announced their newest swimwear collection, labelled ‘My Body, My Image’. Weekday, owned by the H&M group, is well known for its inclusion of models of all shapes, sizes and ethnicities.

Extra information accompanying the campaign says ‘These women shot our swimwear campaign. No restrictions. No compromises.’ The main shot shows a collage of different women, in both swimsuits and bikinis, from all backgrounds. The Instagram post that announced the campaign has received a large 4,000 likes. Followers commented praise on the campaign.

The collection has been met with praise on social media. @meggagnard explained, “My Body My Image’ is an incredibly badass campaign by the brand Weekday. They gave 25 women complete creative control and an unrestricted opportunity to create the sort of images they want to see in a swimwear shop”

Kaye Dougall, a writer and blogger from Oxford, expanded “Weekday’s 2018 swimwear campaign filled me with elation. I see colours, shapes, bare faces, body hair and empowerment. These women don’t make me feel like I need to head straight to the gym to work on my bikini bod but actually, remind me that I have a bikini bod, I just need to get it into a bikini (or swimsuit). The cuts are flattering for all shapes and sizes, with high necklines, one pieces, a variety of textures. And the most powerful part is that these 25 women are not just being invited to share their bodies in an empowering way, but also to share their creativity and their vision of what they think fashion advertising for women should be.”

On Weekday’s official site, an introduction to the campaign adds ‘Before summer officially started, we gave 25 women complete creative control and an unrestricted opportunity to create the sort of images they want to see in a swimwear shop.’ Images vary from laptop webcam images to poolside snapshots.

The collection includes beach cover ups, sunglasses, swimwear and beach bags. There is also a large range of sustainable garments in the collection, made from recycled polyamides.

Prices range from £10-£55. Available on weekday.com and in stores now.

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