Quantcast
This Body-Positive Swim Campaign Wants To 'Celebrate Cellulite

Chromat PoolRules 0bd59

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.

ADVERTISEMENT

Pool Signage 0030 3d97b

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.”

Chromat PoolRules 1 a28ec

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.”

rule 1 469cd

rule 2 9fd84

rule 3 1c746

rule 4 3463c

rule 5 e70a7

rule 6 445d0

rule 7 d7430

rule 8 25865

rule 9 d3460

Chromat PoolRules OfficialArtboard2010 5b8a2

Chromat PoolRules Scars20 20Stretch20Marks20Welcome Ericka 56967

Chromat PoolRules Geena NoJudgement 4cda0

Chromat PoolRules All20Abilities20Welcome Cax a2646

All photos courtesy of Chromat/Anastasia Garcia 

More from BUST

This Lingerie Campaign Proves That 'Our Bodies Are Beautiful At Every Angle'

This Plus-Size Brand Has The Perfect Response To Those Terrible “Beach Body” Ads

Why Does The Fashion World Ignore Plus-Size Women?

Zoë Naseef is a fiercely sassy photojournalist, feminist, and comedian. She is from Philadelphia but currently living in Brooklyn. To see her photography go to zotography.com, and for unwaveringly brash content follow her @zonaseef on Twitter and Instagram.

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 BUST.com. Thanks so much—we can’t spell BUST without U.

SUPPORT FEMINIST MEDIA

If our bold, uncensored reporting on women's issues is important to you, please consider making a donation.

donate button