Target’s unretouched swimwear campaign wants you to have some body-positive fun in the sun

Usually known for the type of appearance standards and exclusive attitude that makes The Devil Wears Prada seem tame, the fashion industry has lately been skewing toward body positivity and inclusivity one realistic mannequin and un-retouched photo at a time. Through the likes of body-positive gym marketing campaigns and empowering NYFW shows, the industry is becoming more representative of the world’s diverse body types, races, and people in general. In that vein, Target has unveiled its annual swimwear campaign that—for the second year—features diverse women completely un-retouched and un-airbrushed.

Throughout the year, Target will unveil more than 1,700 swimwear options (holy bikini) in a range of sizes for $15 to $50. In a press release, the company shared that the campaign, which won’t involve any body reshaping or alteration, is “celebrating women and encouraging them to embrace the beauty of their own bodies.” This campaign is a follow-up to the one last summer, which aimed to inspire women to “live confidently, on one’s own terms.”

The campaign features models of different races, body types, and sizes. Their smiles and the suits are front and center alongside the lumps, bumps, stretch marks, and other common “imperfections” that dot every person’s body.

The campaign features models of different races, body types, and sizes. Their smiles and the suits are front and center alongside the lumps, bumps, stretch marks, and other common “imperfections” that dot every person’s body.

“We wanted to represent swim in a way that’s true to life, and traditional retouching just didn’t jibe with that idea. We decided to show women’s bodies as they are, without reshaping their curves or removing stretch marks,” the company said in a press release for its 2017 body-positive swimwear campaign. Sounds like Target is sticking to its message.

Although it’s currently a little too chilly for a dip in the pool, seeing a more accurate representation of bodies is refreshing in a whole other way.

Getting ready for spring break? Don’t forget to check out this digital packing list and these buzzy swimwear launches.