Seafolly Just Launched a Body Positive Campaign

last updated 11 July 2018

Australian swimwear brand Seafolly wants you to feel good in a swimsuit, and by “you” that means every single woman—regardless of body shape or size. Launched yesterday, the brand's new “Fit is a Feeling” campaign aims to celebrate all body types and help women of all physiques feel amazing in swimwear.

Both online and in stores, Seafolly is aiming to “offer customers an accessible and fun shopping experience” to help them find a swimsuit that makes them feel their most confident. With detailed videos designated by body-type on the site, as well as full descriptions of each suit’s coverage level, the brand hopes to give woman a site that isn’t “one size fits all” where users can shop online and “click [their] way to body confidence.”

In addition to the online support, Seafolly storefronts will have fit experts on the ground to give women the same expert advice while tackling the sometimes seemingly-impossible task of finding the perfect fit. With this new “Fit is a Feeling” campaign, the brand is working to prove that the perfect fit has nothing to do with having the “perfect body” and everything to do with being comfortable in your own skin—and swimsuit.

With this campaign, the brand is hoping that women will look and feel amazing in it’s swimwear—and it’s an approach we hope to see repeated by other swimwear (and clothing) brands down the line. After all, every woman has a unique body shape, and to see brands embracing that concept (rather than ignoring it, as has been done in the past) is nothing short of inspiring.

Keep scrolling to see the beautiful campaign imagery, fronted by Australian model Bree Warren and Puerto Rican bombshell Rae Rodriguez. Then if your feeling so compelled, continue on to shop some of our favourite swimsuits from the campaign yourself.