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This Body-Positive Swim Campaign Wants To “Celebrate Cellulite”

by Zoë Naseef

Chromat has a new swimsuit campaign presents a new set of “Pool Rules.” The New York-based company has a history of diverse model across the board, and size-inclusive samples compared to other brands of their caliber (the brand carries up to 3X).

In the new campaign, the pool rules include: intolerance not tolerated, scars and stretch marks welcome, food-shaming not permitted, body hair appreciated, and celebrate cellulite.

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The photos feature Denise Bidot, Ericka Hart, Mama Cax, Emme, and Geena Rocero, who have all worked with Chromat previously in some capacity. The designer is Becca McCharen-Tran, who says she wants to reimagine fashion and the notion of a “bikini body.” She told Glamour, “The goal is for inclusivity to not even be a press message—this should be the norm.”

Chromat worked with creative ad agency, Berlin Cameron, as their first collaboration with an ad agency. The president of Berlin Cameron, Jennifer Dasilva, told Glamour that the goal was “to change the traditional pool rules for mass representation this summer and create something truly impactful.”

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Denise Bidot, one of the founding voices for the body-positivity movement, wrote an op-ed for Teen Vogue about her involvement with the shoot. She writes, “Brands like Chromat are creating swimwear styles that make people from all walks of life—curvy, disabled, queer, nonbinary—feel confident while they bask in the summer sun.”

Bidot describes how the models felt empowered being part of this message and that they were both seen and heard. She writes that we need to “demand more from the fashion industry” and to “show ourselves unconditional love from the inside out.” About Chromat, she said, “Every time I work with this forward-thinking, badass brand, I know I am contributing to a better tomorrow, a better future for the next generation.”

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All photos courtesy of Chromat/Anastasia Garcia 

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