Summersalt are a swimwear brand that promote body positivity, data-backed fit, and earth friendly practices. They believe that “fashion and function should always play well together, packing for a trip should be stress-free, and that comfortable doesn’t have to mean underdressed”, they claim to “give the best designer quality at the best price” (Summersalt, 2020).
In July of 2019 they released their campaign “Every Body is a Beach Body” along with their new summer collection. They reflect the understanding to the consumer that they know ‘one-size’ doesn’t fit all. The inclusive swimwear collection features a diverse group of models, modest tunic designs and wide variety of sizing in Summersalt’s most popular styles and colours. To help illustrate its commitment to that theme, Summersalt partnered with more than 30 women of different sizes, backgrounds, ethnicities, ages and sexualities for this campaign (Flanagan, 2019).
Summersalt co-founder Lori Coulter told PEOPLE “Over the years, society has tried to break down our confidence, telling us that summer is about skimpy, expensive swimsuits, flawless appearances and impossible beauty standards… Our goal is to help women find their swimwear soulmate so they can enjoy their summer exactly as they are. We believe summer should be a time of pure happiness.”
In the past swimwear has been designed by men and for men, in a way that feels over-sexualised, Summersalt’s intention is to break that stigma and create swimwear that’s modest and comfortable, but still stylish enough for women to get excited about (Flanagan, 2019). This campaign was built to help build up women’s confidence, after years of being told that summer is about skimpy swimsuits, flawless appearance, and impossible beauty standards. Summersalt are there to help the consumer find their swimwear soulmate and help them to enjoy summer exactly as they are.
The corresponding campaign video shows models of all shapes and sizes dancing and being their authentic selves, something that’s rarely reflected in todays advertisements. The campaign can be seen to inspire women everywhere to get out and enjoy their summer with the confidence they deserve.
Summersalt can be seen to be following in the footsteps of other brands that have launched viral body-positive marketing campaigns, such as American Eagle’s lingerie line, Aerie. Since this campaign in 2016 many brands have followed along and been successful because of it. These anti-Photoshop campaigns that stress “real” bodies “exactly as they are” serve to question the stigma of distorted image of beauty presented by Hollywood. Because of this fashion has the tendency to hide bodies over a size 16 from consumer, so brands like Summersalt that are seen to be embracing the larger bodies are seen to be refreshing to the consumer, because 67% of women are considered plus size, they are more likely to recognise themselves in the campaigns (Amanda M. Czerniawski, 2019).
Because the campaign allows consumers to see the swimwear on a body that’s not been touched up and possibly similar to their own, they’re more likely to purchase. This inevitably reflects positively upon the brand as it reflects an inclusive brand that understands what their consumers need and want, and therefore inspire the consumer to purchase. Like mentioned previously the campaign reflects social change towards ‘body-positivity’ and has become part of the movement itself after following other brands similar campaigns of breaking the stigma. The main story created from this campaign is like their slogan stated “Every Body is a Beach Body” and that no matter your shape or size you should feel empowered in your body and with yourself.
References:
Amanda M. Czerniawski (2019), “Real” Bodies in Body-Positive Fashion Campaigns, Pingback, August 28 2019, Available at: https://www.fromthesquare.org/real-bodies-in-body-positive-fashion-campaigns/ (Accessed: 24/04/2021)
Flanagan (2019), The Latest Launch from Summersalt Proves Exactly Why Everyone You Know Is Obsessed with the Brand, PEOPLE, June 17 2019, Available at: https://people.com/style/summersalt-beach-body-campaign/ (Accessed: 24/04/2021)
Summersalt (2020), Going Places, Summersalt, available at: https://www.summersalt.com/pages/about (Accessed: 24/04/2021)