Global campaigns are being lauded for their ‘not sorry for the flab’ approach
Confident: Photo from the campaign
If an impromptu beach vacation was planned, how many of us would cringe thanks to those extra helpings starting to show? Don’t feel beautiful enough to don a bikini? Well, it’s time to be “not sorry” and be “unapologetically you”.
In a campaign launched by SwimsuitsForAll titled “Beach Body. Not Sorry”, model Denise Bidot proudly wears a suit despite cellulite and visible stretch marks. In another initiative, Target launched its campaign “Target Loves Every Body” which features five women of different shapes and sizes. Women are flooding the Web with photos using the hashtag #plussizeappreciation.
Even though she’s not okay with wearing swimsuits on screen, actress Sanjjanaa Archana Galrani has no inhibitions doing so while hanging out with friends at a beach. “Even if I have put on a few extra kilos, I don’t stress when it comes to donning a bathing suit. There are friends who start working out months prior to hitting the beach. But I tell them it’s not worth it,” she says.
There’s one common worry. “They worry about the loose skin around the thighs and stomach. People need to start dropping their inhibitions,” says designer James Ferreira. Many were unsure when designers Shivan and Narresh opened up a luxury swimwear line in India. Narresh says that swimsuits are intimate garments worn in public domains, making “fit” and “confidence” the key elements.
“Sporting a bikini is about confidence and your body language, which comes from understanding your body’s shape. The campaign is in line with the ideology of women accepting their body types and opting for swimwear with confidence. It is relatable at a lot of levels,” he says.
( Source : deccan chronicle )
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