Nice.
Earlier this week, UK company Protein World released a not-at-all-surprising, but nevertheless disappointing campaign asking women if they were “beach body ready”.
The campaign was widely criticised by women around the world for what they said was body shaming.
Now, an online swimwear retailer has responded in a far less icky and much more inclusive way — by asking: “are you ready for THIS beach body?”
A photo posted by @swimsuitsforall on Apr 29, 2015 at 2:37pm PDT
Swim Suits For All have released its own version of the tiresome, sexist advertisement — a version that acknowledges the shocking reality that in order to have a “Beach Body,” all you ACTUALLY have to do is have a body, and take it to the beach.
READ MORE: Plus size models recreate THAT Sports Illustrated Swimsuit cover. And it’s amazing.
The image, which was posted on Instagram, features plus-sized model Ashley Graham looking stunning, posing in a sexy, black bikini.
READ MORE: There’s something you need to know about Sports Illustrated’s ‘plus-size’ model.
The original, controversial campaign sparked the hashtag #EachBodyIsReady, where women from around the world posted images of their perfectly lovely human bodies, rejecting Protein World’s idea that they would need to change it in anyway in order to wear a bathing suit in public.
Over 40,000 people signed a petition at Change.org to get Protein World’s ad removed, and are now showing their support for Swim Suits For All on social media, calling the image “powerful.”
“Best response I’ve seen yet!” said another follower.
Yes, we are ready for this beach body. This beach body and every beach body.
What do you think about Swim Suits For All’s response to the campaign?
Top Comments
I think we need to get over ourselves.Wear whatever you like to the beach I do and I don't care.If anyone said anything to me Id tell them to go forth and multiply
Arched back, suggestive pose, smooth skin, side cleavage, tousled hair, perfect teeth and lipstick. Check.
Is this really morally superior to the original add in how women are portrayed or is it a marketing ploy designed to piggyback on someone else's advertisement and using the moral high ground as justification to make sales?.
By the way, I think both women look lovely, the cynical side of me thought it was a fair question though.