Target's New Ads Rock Stretch Marks, Cellulite, And Fierce Swimsuits

Target’s new swimwear ads are un-retouched and gorgeous

Swimsuit shopping can be a total disaster — and that’s partly thanks to the fact that the average woman looks nothing like the models donning the suits in the ads. Target is changing that with its newest ad campaign. These models are rocking fierce swimsuits in totally un-retouched photos. It’s as amazing as it sounds.

“This spring we’ve teamed up with some our faves for our #TargetSwim campaign. These four amazing women love showing off their authentic selves and know a thing or two about rocking a swimsuit with confidence,” reads a statement on the Target site. “Meet content creator and dancer Megan Batoon, pro skateboarder Lizzie Armanto, model and body activist Denise Bidot and TV host and model Kamie Crawford.”

You may recognize one of their models, Jessica Bidot, from that amazing Lane Bryant swimsuit ad that graced the pages of the Sport’s Illustrated swimsuit issue this year. She’s back and looking as incredible as ever:

“So happy to be a part of the change in media,” she writes of the campaign on her Facebook page.

Retouched photos of unrealistically thin models in suits constantly send the message that the average American woman and her size 14-16 frame just isn’t swimsuit material. Well, hell yes she is — and these images prove it. And the campaign is not just about plus size models; the models are a range of sizes. It’s about showing the authentic, beautiful self instead of an image of “perfection” no one can reach.

“Target shows women of all shapes, sizes and colors looking beautiful and confident in themselves and their swimsuits and that resonates with women everywhere,” Crawford says. “Confidence is contagious!”

You can shop the whole collection on Target.com.