Swimsuit Ads Say “Not Sorry” For Beautiful Beach Body

swimsuitsforall's "Beach Body. Not Sorry" campaign is all about having body confidence.

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The hottest swimsuit and beach trends this summer have been all about body confidence. First Target launched a campaign featuring bloggers of different body types picking out swimsuits that made them feel amazing. Now plus-size bathing suit company swimsuitsforall has taken center stage with their “Beach Body. Not Sorry.” initiative.

The campaign features plus-size model Denise Bidot in un-retouched photos and videos that highlight her natural beauty in a variety of swimsuits. Instead of photo-shopping out things like cellulite, Bidot’s real body is displayed. And it is no surprise that she looks amazing and confident. The campaign encourages women to be #NotSorry about their bikini bodies and instead celebrate their natural shape.

Bidot certainly makes no apologies about loving her figure. “I want women to feel confident and sexy by knowing that there’s nothing wrong with being yourself,” she said via a press statement. In an accompany video, she shares, “the cellulite, the stretch marks—everything that I, at one point when I was younger, thought was an imperfection, I now realize is everything that makes me me.”

While embracing our bodies—even our perceived flaws and imperfections—can be tough, campaigns like “Beach Body. Not Sorry” remind us that there is nothing we need to hide.