Swimwear Galore celebrates body diversity in newly launched campaign via Mango Melbourne

To celebrate the first day of summer, Mango Melbourne has launched a campaign for Victorian-retailer Swimwear Galore that throws out the rulebook – because every body is a bikini body.

Partnering with the Body Image Movement, the aim of the campaign is to shake up the swimwear industry and throwing out the myth of the ideal ‘bikini body’ with their five new bodies of summer.

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Hailing from all across Australia, Swimwear Galore’s faces and bodies of summer are young and old and range from anywhere between a size 10 – 20. Helen Bairstow, Emilie Rohan, Hannah Smoorenburg, Krystal Menzel and Mikayla Wain are baring their ‘imperfections’ and encouraging other women to do the same.

Co-owner of retail group Swimwear Galore Caz Skudar says the brand chose to change tact with their images after becoming frustrated with the way swimwear is marketed by the wider industry.

Says Skudar: “With an influx of flawless photoshopped images taking over social media feeds in the lead up to the warmer months, the swimwear industry is often guilty of perpetuating the bikini body myth.

“For years we’ve provided Aussie women with swimwear that looks and feel good. This year we’re taking the next step and throwing out the rulebook by highlighting everyday Australian women in our marketing, in-store and social media, because we believe that confidence is the best look of all.”

Mango Communications

James Lanchester – Videographer