target 88a1f

When in search of that perfect swimsuit, whether aimlessly scrolling through your feed or on a serious Interweb-hunt, this question may pop into your head: “But how would I look in that?” Because of the body images society has carved out for us, we can often feel discouraged from browsing through the intimates section, especially if we don’t identify with the (often photoshopped) bodies featured. But thanks to companies rebranding their campaigns, these societal standards are being reshaped for everybody and every body.

“It’s our goal to take the stress out of swimsuit season and bring joy back to the beach by providing something for every Target guest,” Target’s press release. The size range goes from XS to 3X, or size 0-26, and the price ranges from $14.99-$49.99, with most items under $24.99.  


b3 2e08e

b4 08a82

But it’s not Target’s first rodeo; this will be the second year of Photoshop-free advertising for the bullseye boutique, featuring women of different sizes and races showing off a variety of bright and fun suit-styles.

b5 77bc5

In a press release, Target stated: “To show off the new styles you’ll see bright, vibrant images throughout our marketing campaign—all meant to inspire guests to have fun while rocking their favorite swimsuit. Something you won’t see? Reshaping or airbrushing. Building on the strong foundation we set with last year’s campaign, we’re celebrating women and encouraging them to embrace the beauty of their own bodies.”

B2 1122c

target2 c367a


With more advertising campaigns choosing the unretouched route, as well as featuring a wide range of models, real life is finally being reflected in fashion, and we are so riding the high wave. 

images via Target

More from BUST

4 Models Turned Plus-Size Lingerie Designers

Premme Is The Superstar Plus-Size Line We've Been Waiting For

Gabifresh Launched A New Line Of Plus-Size Lingerie, And You Need It On Your Bod Right Now


Emalani Artiss is a recent Sarah Lawrence College grad with a personalized major focusing on the study of women and bodies in media. Her work embraces the weirdness and wonders of womanhood & is most often inspired by people she sees on the subway.

You can follow her on Instagram at @emalaniartiss or

Support Feminist Media! During these troubling political times, independent feminist media is more vital than ever. If our bold, uncensored reporting on women’s issues is important to you, please consider making a donation of $5, $25, $50, or whatever you can afford, to protect and sustain Thanks so much—we can’t spell BUST without U.