When it comes to making positive strides in the fashion world, online retailer ModCloth is a leader. In 2014, the vintage-inspired store signed The Heroes Pledge For Advertisers, vowing to steer clear of Photoshopped images, and to label anything altered in post-production.
In 2015, the "plus size" section disappeared from ModCloth's website to create a more inclusive space for all shoppers. "We're just trying to do the right thing, it's one small step at a time. And I think the industry is starting to change, and we're happy to be at the forefront," Chief Marketing Officer Nancy Ramamurthi told A Plus that year.
In 2016, the retailer has not slowed down. As swimsuit season is upon us, ModCloth has released a new campaign celebrating all body types in bathing suits, featuring employees and community members as models.
"We have got to say, confidence looks great on all of you," it says on the company's website.
In a blog post about the campaign, ModCloth states the goal "is to represent women for who they are — confident, intelligent, and fun." They add, "We strive to continue to positively portray women by recognizing their capabilities and contributions, regardless of their size, and inspire body positivity across the spectrum."
The responses to the campaign have been largely positive, with members posting praise on ModCloth's Instagram. On the above image, Instagrammer Priscilla.christineI commented, "Just wanted to take the time and say thank you for using girls that look like me and the girls i know ... It's so tough these days with the media portraying unrealistic bodies ..."
But the campaign includes more than just amazing models in beautiful swimsuits. ModCloth has also launching a series titled Hot Tub Round Table: Speaking the Unspoken. In the first video of the series ModCloth founder Susan Gregg Kroger, Superfit Hero founder Micki Krimmel, Studio Mucci founder Amina Mucciola, and Whurl founder Samantha Kuntz discuss what it means to be a female entrepreneur today, putting themselves out there online, and what it means to accept yourself as you are — all while chilling in the hot tub in their swim gear.
Check it out below: