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GabiFresh is here to save women from bikini shopping hell.

The New Year brings with it a deluge of aspirational thinking that is meant to be positive but is actually inherently negative to one’s sense of worth. They are self-appointed reminders that we are less than, we are lacking. After the holiday season, months before the snow melts, women are subject to a barrage of “fitspiration," urging them to start on their “beach bodies." It is purely marketing, aimed at women precisely at the time when our strange new year’s culture is compelling them to dream up a new, better, future-self. And most women, svelte or sumptuous, are terrified of the daunting task that is bikini shopping: the fluorescent, ill-becoming light of the changing rooms, the bottoms that force you to pick whether you’d prefer to flash your crack or your vagina, the laughable lack of support one cannot imagine splashing around the water in, and the ever so dreaded plus size section with its measly, condescending rack of moo-moo one-pieces meant to disguise you, because your body is gross and should not be seen.

Evidently, I have certain qualms with the bikini industry. It just strikes me as strange that women constantly pay for feeling bad, and that this practice is sanctioned, hell, designed by the fashion industry.

Fret no more! Designer, blogger and feminist Gabi Gregg is back with her 2017 line of swimwear in partnership with Swimsuitsforall. Her motto, “New Year. Same You," serves as actual inspiration for women to embrace themselves as they are. Shot in the Mojave desert, Gabi looks dewy and ravishing in her new collection of bikinis, one-pieces and coveralls. The pieces are available in sizes 12-24 and have cups sizes that go up to an H. 

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Many female entrepreneurs are working to address the issues with female fashion consumption, and to create more body positive clothing. A few days ago as I crossed 7th Avenue I even spotted a Lane Bryant ad at the coveted Times Square spot bellow the Coca-Cola ad. About time!

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 Jen Pitt, originally from Brazil, is a Brooklyn based writer and performer. She covers feminism, arts, and Brazilian culture.


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